Dongfeng Peugeot To Enhance Customer Satisfaction, Operations Planning And Execution

Along the rocketing economic growth in China and increasing improvement of living standard of Chinese people over recent years, all large multinational automobile enterprises have thronged into the emerging Chinese market, stirring up furious competition with domestic automobile enterprises. Now the automobile market in China has gradually entered the buyer's market from the preliminary phase of bitter competition through promoting product, and price, etc.; and customers become more and more rational and have increasingly higher expectations on the quality of service. Since 2006, brand automobile manufacturers have realized that customer satisfaction is the key to attract and keep clients for long periods and to maximize the profits of enterprises and agents. Therefore, competition strategies are shifted to the improvement of service quality and customer satisfaction.Every mainstream saloon brand has a complete set of system for surveying service standards and customer satisfaction. Based on the results of survey, they bind together the profits of distributors through commercial policies so as to drive the terminal service providers to offer services of high quality to customers. However, the service qualities of and customer satisfactions for different brands differ greatly in spite of similar service standards and survey methods of customer satisfaction. The Brand Department of Dongfeng Peugeot (hereinafter referred to as "Dongfeng Peugeot" for short) also encountered similar problems at the beginning of operation in 2006.For this reason, Dongfeng Peugeot took actions to improve customer satisfaction in 2007, achieving satisfactory effects. In this article, focus is put on expounding some ideas and practical measures taken by the company to improve customer satisfaction in a short period, through analyzing the background, action planning and implementation of Dongfeng Peugeots' campaigns for improving customer satisfaction and in combination with the development of automobile industry in China. It concludes with a summarization of a precise and standard process: 1. Conduct market investigation for learning the actual expectation of customers; 2. Establish a set of clear service standards easy to operate; 3. Enhance the transmission and enforcement of service standards; 4. Support the action with strengthened ratification of key areas and effective remedial measures for services. It is pointed out that this process is an effective way for improving customer satisfaction and bringing high returns to the company.In the article, an introduction is presented on the subject of improving customer satisfaction from a practical perspective, in the hope of providing helpful inspiration to insiders of the industry.