Research Of Sales Process Improvement Based On Customer Satisfaction Index Promotion

With the rapid development of economy, and the accelerating of the pace ofmodernization, China’s automobile industry market is rising at an amazing rate; and thefuture development of space is unlimited. Although recently the automobile4S shop hasbecome the main method of retailing auto in China, many problems need to be solved in theoverall sales process of many4S stores. Different brands of automobile4S shop havedifferent sales processes, and different sales processes make different customer experience,which in turn affects the perception and satisfaction degree of the customers in the carbuying process.Behind the appearance of the dealers’ increasing sales, and expanding market share,there are fighting for the customer resources; and customer satisfaction and word of mouth toa great extent influences the customer choice, so the considerations of CSI is put in the firstposition of the strategy development for many car enterprises. However, not all car dealersales process is constructed based on the customer satisfaction. This paper comes exactlyfrom CSI point to analysis the sales process of research object, HM Company, with a uniqueperspective. While combining the theory of customer satisfaction and customer satisfactionmodel, it creatively integrates the idea of customer satisfaction into analysis of processproblems and process improvement.The paper, through the analysis of a4S HM company’s actual sales process, achievesthe following four objectives:1.Using HM Company as an example, it analyzes the improvement of the dealer salesprocess, constructs evaluation standards and evaluation methods of satisfaction ofautomobile sales customers.2.It analyzes the current situation research of the CSI and the evaluation of customersatisfaction, and research meaning of them.3.Combined with the research of HM company’s actual situation, it research the realmeaning of the improvement of CSI theory and evaluation model of customer satisfaction onthe HM sales process;4.Through the analyzing the needs of automotive customers, it classifies customerrequirement layers, and purposes a concrete plan for process improvement based on the CSIimprovement.This paper, through the combination of normal analysis and empirical study, adopts thecombination of qualitative analysis and the quantitative analysis in principles of management,collects a lot of relevant materials, and discriminately analyzes the materials collected byusing statistics theory. At the same time, it refers a different representative CSI model in the paper, and by using the ways of taking the analysis, demonstration and referring data andmodel, it takes the CSI theory into the actual sales process evaluation, and it addresses theexisting process problems; It then through the representation of satisfaction theory, theconstruction of satisfaction degree model and expression of the effect of satisfaction,analyzes in depth the value of the satisfaction degree affecting the sales process; Finally, inthis thesis, focusing on the sales process of HM company, the author makes plans andimprovement again, and focusing on this process of submission the car and test drivingprocess, the author makes comparison and improvement also; By comparative analysis onthe original sale process and the sale process improved, it forms a strong contrast, and makestwo different things clearer in comparison. Thus it greatly emphasizes the proposal ofautomobile sales process improvement. The author hopes that through this kind ofimprovements, it can show a whole picture of the car sales of company HM better, servethe customer better, create a perfect customer experience, and then achieve the goal ofimproving CSI, maintaining customer loyalty, thus reflect more enterprise values.In order to reflect the effect of process improvement, the author also carries out processof improvement effect evaluation. By analyzing theoretical research and real effects on theimprovement of the dealer sales process, it confirms that "customer oriented" sales servicestrategy is the effective way by which the HM company enhances the core competitivenessof enterprises, improves the customer experience value, increases CSI and achievessustainable development.