Study On Zeiss Sunlens Company Customer Satisfaction Promotion Strategy

With the aggravation of the market competition,all enterprises are facing the potential risk of failure,whether it is a large company with famous brand,or unknown small enterprises,the market information has become increasingly transparent with the rapid development of the Internet,all the enterprises have to meet the needs of customers and improve customer satisfaction to strive for more customer orders.To be able to survive in the competition,especially for the large company with famous brand,they have to be through constant change and innovation to maintain its brand reputation,the achievements of the past could not help them to conquer the market in the future.Carle Zeiss sun lens Guangzhou Limited was funded in 2007,which occupies an important position in the market these years,but since 2015,because of the increasingly fierce market competition,the sales was slumped,compared with competitors,there is no advantage in the quality of products and service level.In order to achieve sustained growth performance,we have to consider how to improve the quality of products and the level of customer service to improve customer satisfaction,how to keep old customers and attract potential customers.On how to improve customer satisfaction we study the theory of customer relations,customer service and customer satisfaction,the marketing theory of 4C,porter value chain analysis model and so on,then we analyze the present situation of customer management,the internal environment of Zeiss sun lenses company and market environment by these theories and models,we draw the preliminary conclusions that customers are not satisfied with our delivery time,product quality,price and after-sale service.We chose the ACSI customer satisfaction index model and evaluate the present situation of customer satisfaction,then redesigned the customer satisfaction questionnaire and do survey with the representative customers which are breakdown by six types,after analyzing the result of survey we identified 3 major issues that customers are not be satisfied with,which are delivery cycle,quality control and customer service.For the 3 issues we raise to upgrade strategy which combine the benefit of company and customers,such as adhere to the customer as focus,the popularization and application of quality management tools to continuously improve product quality and application pull plan production scheduling to shorten the delivery cycle,improve customer service level.At the same time we put forward a series of suggestions and submit managers adopt the implementation from the view of implementation guarantee,system guarantee and personnel guarantee.