Research On Diagnosis And Improvement Of Customer Complaint Management In A Company

With the increasingly fierce competition in the automotive industry,the homogeneity of automotive products is getting higher and higher.Major automotive manufacturers are gradually shifting their focus from products to services.It is particularly urgent and important to improve customer satisfaction.A is a Sino Japanese joint venture automobile company.Relying on the vigorous development of China's automobile market,annual production and sales have increased year by year.However,customer satisfaction continues to be low.At the same time,due to the late development of the customer complaint handling business of Company A,the relevant principles and processes are copied from Japan,which is not fully in line with China's national conditions.Therefore,it is very necessary and urgent to analyze the underlying causes of complaints and find a localized solution.Firstly,this paper reviews and studies the theories of customer complaint management,customer satisfaction,customer satisfaction related research in automobile industry,customer complaint and communication skills,customer complaint management and response strategies and customer satisfaction evaluation system,and then determines the diagnostic objectives of Company A and the structure of this paper.Secondly,clarifies the complaint management system and the status quo of company A,including the customer complaint management system of company A,the status quo of complaint management organization structure,the principles and steps of complaint management.It can be seen that although company A's complaint response structure is relatively perfect,there is congenital incompatibility in territorial correspondence.In the third chapter,mainly describes the diagnostic analysis and data analysis.Through documentation analysis,interview analysis and typical case analysis,this paper makes a detailed study of the situation of consultation and complaints.Through the study,it is found that the causes of complaints of Company A are mainly manifested in sales problems,after-sales service problems and quality problems.At the same time,it is produced through specific analysis from three aspects: distributors,manufacturers and customers.The deep-seated reasons include imperfect sales management,superficial service consciousness,imperfect quality assurance,increase customer enlightenment activities.After analyzing the problems,this paper puts forward the overview Countermeasures of customer complaint management according to the theoretical basis.Firstly,it clarifies the strategies and objectives of handling customer complaints,and then gives seven countermeasures: improving sales management,enhancing "customer first" service consciousness,improving quality assurance,refining the content of handling complaints,and improving the quality,the customer enlightenment and the service recovery management of complaint handling personnel.Finally,the implementation of the scheme can be guaranteed by establishing the awareness of the crisis of complaints from all staff,standardizing the internal system management of the organization,and establishing the internal and external supervision system of the company.