Customer Service GIS for Haier Group

Haier is the world¡¯s 4th largest whitegoods manufacturer and one of China¡¯s Top 100 IT Companies, and it has 240 subsidiary companies and 30 design centers, plants and trade companies and more than 50,000 employees throughout the world. Since 2002, Haier has consecutively been ranked first in the row of China¡¯s most valuable brands for manufacture of 18 products, including refrigerators, air conditioners, washing machines, televisions, water heaters, personal computers, mobile phones and kitchen appliances.

The ¡°OEC¡±, ¡°Market-chain¡± and ¡°Individual-goal combination¡± management performances of Haier have been recognized worldwide. The company has long attached significance to innovation in satisfying the demands of worldwide consumers and realizing win-win performance between Haier and clients.


Haier is now a world famous brand and has been selected as the Official Home Appliances Sponsor of the Beijing 2008 Olympic Games. Excellent and high efficiency customer service contributes a lot to the success of Haier.

Haier¡¯s customer service system links to 8000 domestic service providers, maintenance and repair work are assigned on web. After got the phone call from a customer, the automatic assignment system will pass the requirement to the nearest service provider in less than 5 minutes. But there are still lots of problems in this system.

The working flow of Haier¡¯s service management goes like this: First, A customer calls for repair work, the customer service staff registers the customer information on the system, such as the name, type of product, purchasing time etc., of which, the position where the customer lives is the most significant information. After identifying the position of the customer, the customer service staff will find the nearest maintenance service provider and assign the work manually to the service provider, then the maintenance engineer will drop in and does the repair work.

From this working flow, we can see some steps may not so satisfactory, First, when registering the customer information, the operator may be not familiar with the address where the customer lives, how come that he can position the address quickly and precisely? When selecting the nearest service provider, how does the operator determine which service vendor is the nearest? The service allowance given to the service vendor by Haier is calculated by the distance, but how to identify the distance? The distance reported by the service provider often different from the reality. Without doubt, these problems increase the maintenance cost of Haier. The company needs a cost-efficient and precise solution in customer service.


Haier came to SuperMap, the leading GIS software provider in China and discussed with GIS experts about their issue in customer service, and realized adding geographic information processing ability in their after-sale service system can best solve their problems.

Now SuperMap GIS makes Haier¡¯s customer service system more automatic and intelligent. After the operator registers the customer information, the nearest service site can be calculated automatically by the system, and the service bill will be sent to the service site by the system, then the maintenance engineer will drop in and serve the customer. The whole process is done almost all by the system, and only less than 0.1 second is needed in this process. It reduces the error or inaccurate results made by people, enhances the efficiency of customer service department.

The distance taken to perform the service can be calculated on the digital map accurately, so that the allowance paid to the service vendor can be calculated. Before that, the distance is measured on the paper map, that is of course not accurate and the service vendor often ask for more than actually cost. By adopting this system, Haier saved and will save lots of cost paying for the service.

Also GPS is used in this system, so that the customer service personnel can position the maintenance persons and manage the maintenance labors reasonably, which then improved service efficiency. 

What¡¯s more, the customer service business data can be summarized at certain time interval, and presented in thematic map manner, which can show the difference between different places. The Hair leaders can make informed decisions based on the maps.


The after-sale service system can calculate the nearest service provider immediately, and the detailed path description and distance from the service site to the customer¡¯s home, then send the information to service vendor, which making the customer service more efficient and cost-effective. Wan Chunqian, the director of customer service informationization department says, ¡°SuperMap GIS really automatizes our customer service system, making our after-sale service easier and efficient.¡±

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"SuperMap GIS really automatizes our customer service system, making our after-sale service easier and efficient."

Wan Chunqian, Director of customer service informationization department