| In2014, new vehicle sales volume in China automobile market reached23,491,893units. While being the largest new car sales single market for successive years, itsyear-on-year increase speed has been6.86%and remains the fastest growth market in majorautomobile market globally. In sluggish international automobile market today, majorvehicle manufacturers in the world are gradually switching their focus to China withfollowing phenomena： more models have been introducing into China market； productmix has been getting rationalized； price and other sales policies are more benefit tocustomers； localized brand and models has been growing rapidly, including many top classbrands in the world.Fierce competition and cost increasing are diluting profits of car makers, thus pricecompetition has gradually lost its importance. Among those new competition approaches,improving customers’ satisfaction on vehicle purchase and keeping is becoming majorapproaches of car makers, especially high-end luxurious brands.In China market, Audi has kept top1market share in high-end luxurious segment inmany years, while its performance on customer satisfaction management and third partycustomer satisfaction management test have been excellent. Thus it make important sense tolead overall level development in automobile industry through study on influence of Audisales satisfaction to car maker improving their sales service level.Audi sales satisfaction survey is based on whole process of purchase which is also thesales procedure execution process by salesman. Thus points in connection between salesmanand customer in sales process were selected as the key indicators. Sales satisfaction surveyincluding customer loyalty (overall satisfaction, recommended dealer, second time purchaseand dealer strengths), MOT indicators (salesman attitude, professional knowledge,suggestions per demands, test drive, new vehicle fuel, vehicle delivery ceremony,communication after delivery) and auxiliary indicators (overall assessment, consultationservice, test drive, delivery service and contacts with customers). Among all those all thoseindicators, only key indicators are scored for satisfaction and other results will feedback todealers and salesman as references.The satisfaction survey is based on phone calls by of2014Audi371dealers in12 months. Samples (callees) are57600customers who purchased Audi from Feb to June indifferent cities of China to obtain satisfaction data from customers during purchase andkeeping phase. Through quantitative and qualitative analysis, following satisfaction statuswere found with specific suggestions：1. Overall sales satisfaction analysisIn national market, overall satisfaction was low for South and Zhejiang region due tohigher customer expectation. Meanwhile, based on time series analysis per month, it wasfound that sales satisfaction has positive correlation with peak and low season, which poorersatisfaction in low season and better satisfaction in peak season.2. Sales satisfaction analysis per process corresponding indicatorsThe worst two key indicators were "new car gasoline" and "delivery ceremony". Those2indicators are all in "Delivery" section of the whole process. the major reason is customerexpectation on delivery section has big gap with salesman service quality in that section. Testdrive section had better satisfaction, which was contributed by strict assessment by Audi aswell as low expectation from customers.3. Sales satisfaction analysis per non process corresponding indicatorsNon process corresponding indicators were mainly in2perspective, one is loyalty andthe other is salesman comprehensive performance. In loyalty perspective, the second timepurchase percent is low which was restricted by China automobile market developmentphased characteristics. Meanwhile salesman could not set effective dealer value incustomers’ mind which cause poor performance of customer recommendation.Since phone call survey could not get details of satisfaction and its reality is notsounding, there should be some deviation based on salesman experiences.Through detailed data analysis, this paper made analysis on Audi sales satisfactionstatus and studied on the root causes with expectation of being helpful to Audi automobileand other automobile sales and service companies improving their satisfaction in salesprocess execution. |
