| The authorized business operation model is popular at the current automobile sales industry, the management from the automobile manufacturer to the authorized dealers turns to be very important. It's a long-term marketing strategy to the factory on how to ensure the authorized dealers can receive the anticipated profits, to develop and upgrade the brand further, to realize the final customer satisfaction. Based on this principle, FAW-VW Audi make surveys on Audi Dealer Image Analysis, to find out the existing problems and make a consistent improvement via the systematic analysis to the survey results.Following the development of Chinese automobile market, more and more worldwide automobile giants entered into the Chinese market, the competition on the sales market has become fiercer, every automobile manufacturer has attached great attention on how to do a good after sales service work and improve the brand customer satisfaction turn. Audi, as the first premium brand, which realized the localization of the production and sales operation in domestic market, has done a large amount of work on customer satisfaction work, strengthened its market leading position as No. One Service Brand at the Chinese automobile industry.Dealer Image Analysis (DIA) is a main method used by FAW-VW to measure the status of Audi customer satisfaction, which includes four parts: service quality, customer treatment, service expenses, time efficiency. Via these four aspects, we can realize an objective evaluation on Audi authorized dealerships service level and performance, as well as to test on customer loyalty, potential risk and MOT. Interview will be made by a third party in every month to the customers of more than 100 Audi dealers in China, the valid questionnaire collected from Audi customers for every Audi dealer could reach to 120ones in every year, customer satisfaction data is just the result out of the analysis on those information. Customer loyalty is such a thing that can relefct how loyal a customer is to the enterprise and the brand, it's a concept out of the customer satisfaction, which can be treated as a psychological reflection the satisfied customers had to the brand or the trustworthy, preference and hope to revisit to the company. It reflects the consistency of customer behavior. The value of a loyal customer will be ten times higher than the value of a normal customer, and this loyalty will be followed with this company and the brand in a long term.Potential risk shows a customer share of this dealer that how many they could loose, which will be the unsatisfied customer whom are likely to shift to the other dealers or brands.MOT is an evaluation from the customer to the persons or the things whom received them or they met during the service process. It can tell the critical points from the customers viewpoints on dealerships performance, which is relevant to customer satisfaction and could be very important to dealerships daily work.The evaluation process includes four indices: service quality, customer treatment, service expenses and time efficiency. Service quality process includes: correct fault diagnosis, fault solution, service as required, repeat repair and warranty tech. quality these five elements. Customer treatment process includes: know about customer demand, offer suggestive information, contact after service, willingness on offering warranty and alternative transportation offered these five elements. Service expenses includes reasonableness on service charge, service items are agreed, explanation on service items, service charge and warranty/goodwill etc. those five elements. Time efficiency includes speed check-in and in time delivery, the measuring process is a critical point on dealerships evaluation. It is involved at the every aspects of Audi service core process, which is an objective evaluation to dealerships service level in general, can reflect customer satisfaction, composed by 17 questions at the questionnaire. Among them, the 5 elements at service quality process weights 35%, the 5elements at customer treatment process weights 30%, the 5elements at service expenses weights 20%, the 2 elements at time efficiency weights 15%. According to the survey result done by the third party, we will make an in time analysis on the weak points and work out the improving program, to implement it at the work accordingly and motor it by FAW-VW.The points of Audi Dealer Service Image survey result has up to 78.6points in 2006 from 69.5points of the first time's we did in 2001, which showed a customer recognize on Audi service. This can be seen from the CSI survey result J.D.Power made in Chinese market among all domestic automobile brands. We can say, Audi is stepping towards our target of To Be No. One Service Brand in China in a good way.As we know, customer demands are always changeable, customer satisfaction will followed as well since the competition situation varies among the premium automobile brands in China. In order to fit for this change, esp. Audi customer group's change from the former gov. customer to the current individual and business customer, it's a must for Audi to reform on its service strategy in order to keep the brand image and brand satisfaction degree. The accuracy and truthfulness of data out of the survey can be ensured only via the scientific and precise survey method, like the change from the former DIA survey to the current CSS, which help to realize the fulfillment of the international standard and to be qualified to join the international survey. In order to compensate the shortcoming of CSS survey, we've done the workshop test at the same time in parallel, and implement the strategy of global service standard on service, to keep the leading position of Audi brand on customer satisfaction, which can be realized in a real sense only via Know Your Competitors, Know Yourself, work out a program orient towards on improving the customer satisfaction. |
