Study On Company C Customer Satisfaction Promotion Strategy

Ever since the Global Financial Crisis of2008, the semiconductor industry has beingface not only the economic downturn, but also the increasingly fierce competition withinthis industry. Under such circumstance, every semiconductor manufacturer is encored toimprove itself by applying brand-new technologies, products and customer service so as tohighlight its own superiorities, obtain customer satisfaction and expand its market share.Thus, Customer Satisfaction has become an important concern for each company.The top managers of Company C, an American Semiconductor company, pay closeattention to customer satisfaction. On the one hand, NPS survey model is launched. It is avery strong and effective customer satisfaction survey tool. On the other hand, CustomerRelationship Management (CRM) System is introduced for managing customer data andanalyzing customer purchasing behaviors. But usually, the two systems are appliedseparately and are not made good use of. Thus the advantages of the two systems are notoptimized. As expected, the customer satisfaction of Company C is not well achieved.Regarding on how to improve the customer satisfaction for Company C, firstly thetheories of customer satisfaction, customer loyalty, the Marketing Theory of4Rs and thetheories of time management are studied, and their measurement is compared. Secondly,the status quo of customer satisfaction, existing problems based on previous surveys, andthe suggestion on these surveys are discussed. Thirdly, the current survey model is revisedby specifying the survey questions and launching three surveys for various customers ofCompany C in2013. For example, most customers complain on Pricing, Delivery, LeadTime and etc. Lastly, based on the survey results and the status quo of Company C,strategies are provided for how to improve customer satisfaction, including releasingpricing access to local sales, local management, putting more customers into Consignment,setting up EDI order entry and order change to improve the delivery, and keeping only onecontact window to customer. Last but not least, this paper not only shows the practical significance of satisfactionpromotion to Company C，but also plays an important referential role in enhancing the corecompetitiveness of Company C, which will help Company C to reach the companymission of healthy, and sustainable development. Besides, this thesis will be helpful to thewhole semiconductor industry and a good reference for the future studies.