Research On Optimization Strategies Of Customer Satisfaction System Of FAW MAZDA Co. Ltd

Since The 13 th Five-Year, With the rapid development of national economy, the auto service industry is more and more significant in the position of national economic development, the customer satisfaction of auto enterprise becomes an important factor in the competition in the market, the sales satisfaction, customer satisfaction and customer loyalty from the market to the automobile brand are more and more strict, and the service quality plays an important role in the development of the enterprise. In order to improve customer satisfaction, we need to actively understand customer needs and feedback, strengthen the research of customer behavior, continuously meet customer demand, initiatively maintain the customer relationship, accelerate feedback time of the enterprise on customer behavior, and finally optimize enterprise's brand image and promote sales by continuously improving and establishing flexible market mechanism.There are three major problems need to improve about the customer satisfaction system of Faw Mazda company. First, there are still problems with the current system of customer satisfaction indexes, need to set index changes as well as adjust the relative weights. Second, research methods is insufficient in the customer satisfaction system; Third, taking resources of a third party and other issues need to improve in the process of the system of customer satisfaction survey data.According to the survey data to analyze the company's customer satisfaction system, from two aspects of sales satisfaction and the customer satisfaction index analysis accordingly.Analysis indicates that it is necessary to move the customer reception, import, trial driving, pay the car process, after-saletracking these indicators perfect; For the customer satisfaction index including launch service,consultant services,the dealership hardware facilities, after the service car and service quality, etc.In view of the problem analysis of optimized scheme are putforward. First of all, improving research method.By adding customers not buying cars a research object,the research methods to increase immediate investigation and the telephone survey of car customers and will not buy cars user feedback on the index system of some strengthening methods such as to focus on the car user satisfaction.Secondly, to improve the research process.Third party by means of digital management of customer degree of satisfaction investigation, so as to improve the work efficiency, concrete can be used to over-the-counter monitoring the storefront the implementation of real-time tracking detection, through the vehicle traveling data recorder client user experience in the process of trial driving, through the establishment of the corresponding APP digital management of customer information and customer information to build electronic archives and the customer label management to improve the work efficiency of the third party survey.Finally, to improve customer satisfaction index system. Through the analysis of customer satisfaction system whole process, it is necessary to move the customer reception, import, trial driving, pay the carprocess, after-sale tracking these indicators perfect; For the customer satisfaction index including launch service,consultant services,the dealership hardware facilities, after the service car and service quality, etc. These indicators in the process of investigation and analysis and reality appeared a certain degree ofdeviation, need to adjust to these indicators.In the end,there offers the point of the implementation of a system of customer satisfaction and security. From the optimization of customerdata collection way, build reasonable satisfaction assessment model,construction excellent team, optimize service process to guarantee the implementation of a system of customer satisfaction.