The Study On Improving The Method Of Conducting Customer Loyalty Survey Of F Training Company

Since the beginning of the 21st century, our country has established and deepened relationship with many other countries, and extended the business relationship in a great number of areas, therefore, the needs of the people who have good English skills are growing rapidly. For this reason, there is a huge market for the training companies that can provide adult English training service. As one of these companies, F company stepped into this market in the early 21st century, and has been the market leader ever since. However, since more and more foreign or local companies have entered into the market to compete, F company has lost lots of potential customers. The managers of F company realized it had come to a critical time that they need to take efforts in order to keep F company competitive in the market.Customers are the core part of the existence and growth of a company. According to the study, it’s crucial for a company to keep its old customers and the key indicator to measure customers’retention is customer loyalty. Base on this, F company has introduced a survey tool-NPS, which stands for Net Promoter Score to measure customer loyalty. However, since the implementation of NPS in 2012, F company hasn’t experienced an expected improvement on its customer loyalty as well as on its business and profit growth.Based on the actual situation of F company, this thesis is aiming to find out the flaws when the NPS tool is used through the analysis on its data and improving the survey questionnaire itself and the way it’s conducted. The major problems of F company’s current survey are as follows:there’s only one department conducting the survey at the moments, which is not enough; the different centers aren’t dealing with customer complaints effectively; the current questions on the questionnaire aren’t specific enough. After having the findings, this thesis has chosen three centers to testify its strategy and proposals for improvement. According to the result of the new questionnaire, the proposals are viable.The last section of this thesis summarizes the conclusion of the study and state the shortcoming of the thesis as well as the expectations on the further research in the future.