Study To The Programs On How To Improve FAW-VW Audi Service Work

The current market situation has been changing from the Seller's Market to the Buyer's Market, under the guidance of the advanced production management ideology, the modern science technology keeps on developing, the production and manufacturing technique improving, the products manufactured by the in-line enterprises are developed towards a high degree of similarity. Less difference can be seen on the products, it's hard to earn the competitive advantages via the competition on the products itself and the price factors. More and more, the enterprises realized the importance of the customer service, and attached great attention on fulfilling the individualized customer demands via customer service. After sales service has become a critical point at the enterprise competition, meanwhile after sales service management has become a key instrument for the enterprise to build up the competitive advantages. Via surveying to the market, after sales service management can do an analysis to the customer expectation and the customer demand more effectively, to improve the customer satisfaction and loyalty steadily through the mutual communication between the enterprise and the customer, to meet customer demands and expectations in a best way while realizing the profitability for the enterprise, then to realize win-win strategy.Since the opening up and reformation, the worldwide automobile giants have focused their eye-sights on China, which is still a market not yet fully developed. Then come to China after Chinese entry of WTO, with their arrival, multi brands, multi segments and multi models of the automobile entering into the Chinese market as well, makes the competition turns to be fiercer. Consumers are growing up, whom can give a reasonable judgment to the automobile, to emphasize more on the product's price and performance ratio instead of focusing on the price only, considering more on after sales instead of thinking only about the models, performances. A scientific automobile products consumption time has coming to us now.Audi brand, which owns a hundred years of history, has established an image of leadership at the domestic premium cars market in China, after more than ten years hard efforts, Audi, as the first premium brand entering into China, has won the recognition of the customers and brought a good sales performance. From the far beginning's sole blooming to the current fierce competitive situation, the market environment left for Audi is even harder. Every model has to face a lot of competitors, it's so difficult to keep and maintain the market share, not mention developing the market further. In order to meet this challenge, service has become a key factor for Audi brand's victory, service management improvement turns to be the ultimate choice for Audi service, which becomes a new weapon at the competition, to keep us stand in an undefeatable position.At the first several years after Audi A6 entry into China, Audi always stands at the leading position at the domestic premium car segment since all competitors are not yet entered, so the priority for its brand marketing then was to focus on the products, price, network development and Ads communication, customer demands and expectations are not among the top line for consideration. Following the market competition entering into the fiercer stage, customer service starts to enjoy the concern of everybody, further on the customer expectation and customer demands. Customer service has become a key point at the automobile brand business, esp. to the premium brands, the position of after sales service is shifting from the former defensive corner to be a core competitive element.Here in this article, based on the Gap Theory in the Service Quality, out of FAW-VW Audi Brand Service aspect, we've made a thorough analysis on customer expectation survey, service standard, service quality management, service marketing, current situation of customer satisfaction survey. The relevant programs have been put forward as solutions accordingly:1. Customer expectation survey: Via design a brand new program on customer expectation survey, take the way of direct customer interview at the field, workshop panel, etc. to know about customer needs and expectation, to offer evidence for the stipulation of service standard.2. Service standard update: orient towards customer expectations, to offer a systematic guarantee for the service quality improvement via optimizing the Service Core Process, updating Audi Service Standard.3. Service quality management: Take service standard as the evidence, realize an effective control on after sales service quality via introducing an advanced Dealerships HR Management System, Building up a completed service quality monitoring mechanism.4. Service Marketing: As per the modern service marketing ideology, via implementing service brand strategy, differentiated service strategy, to fulfill service commitment and win the competitive advantage.5. Customer satisfaction survey: Via introducing new CSS Evaluation System, shorten telephone interview time, monthly rolling survey, establishing on line reporting system of customer satisfaction, and the measure of matching dealerships sales bonus system with customer satisfaction degree, to realize the purpose of improving customer satisfaction and customer loyalty.Under the guarantee of the measures of renew the business concept, reform the service organization, educate the service staff, etc., to ensure an effective implementation of the improved program.In general, through the analysis on FAW-VW Audi Service current situation, design the improved program, study on effective measures, we have reasons to believe that via the improvement, FAW-VW Audi Service can stand in an unbeatable position at the coming fiercer market competition.