Dr. Li Jin: Is building credibility “regardless of cost”?

[51CTO.com original article] June in Beijing is warm and frank, just like Dr. Li Jin, the founder and CEO of Yunlan Communication, who just released a new book. If there is a model for "cultivating successful people", then Mr. Li Jin's experience must be a proof of the strength of this model. On June 16, 2017, the new book entitled "The Cost of Reputation - A Study on Management Strategy Engineering from Service Failures" was officially released. Dr. Li Jin published his in-depth insights and empirical research on the service market in a book, and used this book to commemorate the tenth anniversary of his graduation from a doctorate in management and the fifth anniversary of the establishment of Yunlan Communication.

In 1986, Mr. Li Jin graduated from the Department of Mathematics of Tianjin University and later obtained a master's degree in business administration from the School of Management at Buffalo, State University of New York. Mr. Li Jin worked as a sales director at Motorola (China) Electronics Co., Ltd. During this period, he participated in the doctoral program in management jointly organized by Motorola and Hong Kong Polytechnic University and obtained a doctorate in management from Hong Kong Polytechnic University.

Mr. Li Jin's doctoral degree in management is in Service Marketing. His research direction is the impact of service failure and service recovery on the entire enterprise, customers and the development of the entire business. While studying for his degree and working, he carried 600 questionnaires from Beijing to Fujian and went to the front line to conduct surveys and interviews with users. After his own accumulation, understanding and reflection, he summarized the key to dealing with and building corporate reputation strategies.

In this new book of 210,000 words, you will see the core of how a company builds its reputation. As written on the cover of the book, a company is like being a person. People talk about "character", which is called "Personality" in English. When running a company, it is about "reputation", that is, "corporate character", so he created a new word, calling "corporate character" "Corpnality". Whether it is "people" or "companies", they should cherish their "Personality" or "Corpnality" as they cherish their eyes and vision. And its essence is reputation.

The establishment of credibility is ultimately the establishment of trust between people. On this point, Dr. Li Jin believes that since the establishment of credibility is inseparable from the services provided by people, we must find a balance between the two. When facing customers, his metaphor is: it is like a ship sailing out of the bay. You are in the company or your partners are in a bay, and the wind and waves cannot enter. But when you really face the market and real customers, it is like sailing out to the sea. Customers are very different. We cannot ask customers to serve the kind of customers we meet.

Building credibility requires costs. The so-called "regardless of cost" is actually an uncontrollable state and must be within a certain management scope. In fact, doing business is similar to being a person. If you meet someone who is difficult to communicate with, and you want him to feel that you can build a certain trust and connection, you must do something first to make him feel that you are indeed a good person. The "first things you do" are the costs required to build this credibility. The advances and retreats in between need to be slowly experienced and reasonably controlled.

As the saying goes, in September 2012, Mr. Li Jin officially established Yunlan Communication Technology (Beijing) Co., Ltd. The company's corporate vision is to "build the world's most exclusive cloud platform and structure your information line", focusing on the integration, research and development and services of exclusive private cloud platforms. When talking about the hardships and pressures of starting a business, Mr. Li Jin took it lightly. The sentence "Starting a business is just something I want to do" brought the hardships of building a company from scratch and developing it. In order to cope with the various challenges of the market, Yunlan Communication is committed to continuously improving its service level, providing customers with simple, easy-to-use, and easy-to-maintain efficient private cloud services, and constantly updating and optimizing product portfolios and architectures to make solutions more comprehensive, secure, and efficient. Yunlan Communication has launched an exclusive private cloud platform for various fields, which features reliable and controllable data privacy (Reliable to Reassure), instant and diverse information sharing (Information Sharing to Instant), continuous and efficient remote synchronization (Sync to Sustainable), and elastically expandable storage space (Expandable to Elasticity). It is summarized as RISE, which provides exclusive cloud services specifically for enterprise-level customers.

Whether facing the challenges of work, the hardship of studying, the pressure of starting a business or any peak worth climbing on the road of life, Mr. Li Jin always takes it easy with firm belief, hard work and calm mind. Now that he has achieved success, he still respects his teachers and old friends, calling his past leaders "the boss of his life". He is full of adventurous passion for life, and even in his fifties, he still maintains the energy and physique of a young man. After reading his book "The Cost of Reputation", you will not only have a deeper understanding of customer service relationships, but also begin to understand how to make a steady profit in life management.

[51CTO original article, please indicate the original author and source as 51CTO.com when reprinting on partner sites]