Research On Customer Satisfaction Improvement Strategy Of H Company

The global COVID-19 pandemic and the global economic downturn have brought great challenges to China’s economic development.In the post pandemic era,promoting consumption and ensuring the economy will become the focus of economic work,so customer satisfaction,which plays an important role in boosting customer confidence and unleashing consumption potential,will inevitably receive attention.For enterprises,it is even more necessary to improve customer satisfaction by resuming work and production in the post pandemic era to restore the economy.Firstly,it is necessary to enhance the loyalty of old customers,consolidate existing customers,and gain a competitive advantage in the existing market to survive;Secondly,under the severe economic situation,weak and small enterprises have gone bankrupt and withdrawn from market competition,forming an incremental market.Enterprises can quickly develop new customers with higher product and service quality,increase market share,and seize the opportunity in economic recovery.In this situation,enterprise customer satisfaction has become a hot research topic.H Company is a new material intelligent enterprise that focuses on the research and development of new materials such as plant fiber materials,non plastic barrier coating materials,water-soluble hot melt adhesives,antibacterial materials,nanomaterials,bio based materials,and food contact materials.It integrates production,manufacturing,sales,and after-sales service.Choosing it as a customer satisfaction research case has strong research significance.Under the severe economic situation,H Company has been developing against the trend and has achieved significant success in the past three years due to the pandemic.However,while developing,it has also exposed problems in customer satisfaction,which has attracted high attention from enterprise managers.Therefore,research on customer satisfaction has important practical significance for H Company.To conduct customer satisfaction research,the first step is to analyze the marketing environment of Company H,and then based on the current situation of Company H and previous research on customer satisfaction as the theoretical basis,use the American Customer Satisfaction Index Model(ACSI Model)to conduct customer satisfaction research for Company H;On the basis of this model,a customer satisfaction questionnaire was designed for Company H,conducting on-site surveys,summarizing data,and analyzing results.Finally,it was found that the problems with Company H’s customer satisfaction mainly include: firstly,the lack of a comprehensive customer satisfaction evaluation system,and the lack of good feedback on the true situation of customer satisfaction;Secondly,there are many issues with product quality that affect the foundation of customer satisfaction;Thirdly,the level of customer service has decreased compared to before,with numerous complaints and complaints from customers that have not been addressed at the root;Fourthly,there is a lack of brand image construction,which makes the cost of acquiring new customers too high for enterprises,and there is a risk of losing old customers.Based on the actual situation,analyze the causes of customer satisfaction issues in H Company in depth.The main reasons include: firstly,H Company has not fully implemented its business philosophy;Secondly,H Company’s strategy is facing transformation;Thirdly,the project management process of Company H needs to be further optimized;Fourth,H Company has insufficient talent reserves;These four factors have an impact on customer satisfaction from multiple perspectives.Then,specific analysis will be conducted on the issues reflected in the survey questionnaire: low perceived product quality,declining customer service level,and constraints on brand image construction.Based on the analysis of the reasons,the paper systematically proposes suggestions and countermeasures for H Company’s customer satisfaction.Firstly,by establishing an enterprise information system,conducting regular customer surveys in various forms,and detecting product evaluations on social media platforms,the information system is established to avoid information distortion;The second is to enhance customer perception of quality through raw material control,improvement of production processes,inspection of product quality standards,and active development of new products;The third is to improve customer service levels through enhancing customer service awareness among managers,training frontline employees,and establishing a corporate service culture.The fourth is to continuously strengthen brand image construction by highlighting the characteristics of the enterprise and combining various promotion channels of "online+offline".The ultimate goal of the research paper is to make H Company’s managers more aware of the shortcomings in customer satisfaction,and to implement specific improvement measures based on the company’s actual situation,ultimately effectively improving customer satisfaction,enhancing H Company’s market competitiveness,and maintaining long-term stable development on the "specialized,refined,and innovative" enterprise development path.