Research On Improving Customer Satisfaction Strategy Of Y Company

Since the 1980s,the vacuum cleaner industry has grown rapidly with high demand.Various export enterprises have been working in this industry for more than 20 years,the marketing is growing stably,and the competition is fierce.The improvement of customer satisfaction has become the key factor for enterprises to obtain core competitiveness.Y company is a private manufacturing and export-oriented enterprise,very competitive in the past years,while its vacuum cleaner business grows slowly,facing with problems of more customer complaints,low willingness to order new products and customer loyalty decline.Taking Y company as the research example,this paper makes a comprehensive analysis and research on customer satisfaction promotion strategy of Y company by using customer satisfaction theory,marketing theory,scientific analysis tools and ways.Discovered from customer questionnaire and interview,the main reasons of customer dissatisfaction were on-time delivery rate,R&D project effectiveness,product appearance design,product innovation and product price competitiveness.After comprehensive research,this paper has formulated corresponding strategies to improve customer satisfaction by implementing product material standardization,optimizing project management process,following customer demand,improving product innovation capability,adopting competition-oriented pricing method,and suggesting Y company adhere to the concept of customer-centered service,by setting up “customer satisfaction department”,adding customer satisfaction target in the KPI.Hoping this paper can bring effective solutions to Y company customer satisfaction improvement in the future,sincerely expecting this promotion strategy can provide reference for other manufacturing and export enterprises.