Research On Customer Satisfaction Of A Children English Training Company

As the 21 st century enters the third decade,China’s internationalization is continuously deepening,and its links with the world economy are becoming increasingly close.With the continuous deepening of reform and opening up,China has put the education supplyside structural reform on the agenda and gradually and orderly advance it.Nowadays,it has become a social consensus to develop private education and enrich the main body of running schools.The government has promulgated laws and regulations and introduced policy provisions to enhance the status of private education and create a good environment for private schools to run schools.In the past ten years,among all the private education companies,the most outstanding performance is the children ’s English training companies.Due to the huge size of the industry and the market and the broad prospects,various children ’s English training institutions have sprung up.However,the low entry barrier and the imperfect supervision mechanism have made the development of the entire industry face many problems and doubts.Since 2017,with the adjustment of national education policies and the influx of external capital,competition in the children’s English education and training industry has intensified,and the traditional teaching,service,and marketing models have ushered in trials and challenges.For education and training companies,unique teaching concepts,excellent teaching environment,high-quality teaching staff and service quality have become the key to meeting customer needs.Enterprise customer relationship is the hotspot of current research.From the perspective of customer satisfaction,the author uses case and empirical methods to conduct research.The researched company A belongs to R Foreign Language English Education Group,which specializes in English enlightenment education for children aged 3-12.Since entering the Kunming market earlier,some achievements have been made.However,as the scale of the enterprise expands and competition in the external market intensifies,Company A has many problems in customer relationship management,leading to a decrease in customer satisfaction and loyalty,loss of old customers,and a decrease in corporate profits.In order to investigate the cause of the company A’s customer churn,after studying a large amount of relevant literature and theoretical knowledge,I decided to evaluate its customer satisfaction.With specific data,I can turn qualitative problems into quantitative problems.First of all,we need to analyze the current situation of Company A from the perspective of customer relationship management and maintenance,and lay the foundation for the direction of later evaluation.Subsequently,the analytic hierarchy process was used to establish a customer satisfaction index system based on the current situation of Company A.In this process,the weight of the index is the key to the effectiveness of the evaluation.With regard to the selection of indicators and the determination of weights,the author uses a combination of questionnaire survey and assignment method to construct a relatively intuitive evaluation method to calculate the customer satisfaction score of Company A.Next,a comprehensive analysis of the main reasons leading to the reduction of customer satisfaction,the problems mainly lie in the following aspects: unstable teacher team,loopholes in the service process,unreasonable environmental layout,frequent price changes,insignificant learning effects and excessive advertising.After finding the problems and causes,combined with the knowledge of marketing and customer relationship management theory,put forward corresponding strategies to improve customer satisfaction and recover customers who may be lost.These optimization strategies are: strengthen the physical and psychological level of teachers Incentives,implementation of differentiated customer relationship management models,improvement of external environment and internal facilities,formulation and unification of reasonable pricing strategies,expansion of learning effect feedback platforms,and optimization of advertising and marketing channels.Faced with such fierce competition in the children’s English training market,it is no longer a simple product and price competition,and it has gradually evolved into a competition for customer resources.In the future development of the children’s English training market,the focus of development will gradually shift to the acquisition of customer resources,and customers have become the determinants of the development and rise and fall of enterprises.As the saying goes,"serving an old customer well is better than developing 10 new customers." Therefore,only by implementing a customer satisfaction service strategy and establishing a good customer service management system can an enterprise gain a foothold in the market.Under such market pressure,in order to ensure the strength of the core competitiveness and highlight its own competitive advantage,Chinese children’s English training companies should pay more attention to the research of customer satisfaction and loyalty.Only by paying enough attention to this aspect can we achieve substantial development.