盖洛普-上海通用汽车满意度咨询报告

TTheheGGallupallupOOrganizationrganizationPreparedbyPreparedbyTheGallupOrganizationTheGallupOrganizationSGMSGMCustomerSatisfactionandLoyaltyCustomerSatisfactionandLoyaltyMeasurementMeasurement2TTheheGGallupallupOOrganizationrganizationBACKGROUNDnSGMhascommissionedTheGallupOrganizationtoconductayearlongtrackingstudytomeasurethelevelofsatisfactionwiththeservicesprovidedbySGMRetailers.Concurrenttotheabovestudy,GallupalsoconductedcustomersatisfactionstudyforthefollowingSGMdivisions:FleetAccountCenter(FAC),andAfter-salesServiceCenter(ASC)aswellascarqualitysurvey.GallupexperiencedinterviewingstaffconductedsurveysfromtheaboveSGMdepartmentsintheyearof1999.nAlargenumber(overthreethousands)ofrespondentswereinterviewedbytelephone.RespondentswerefrommanycitiesandprovincesinChina,includingGM’scoremarketinBeijing,Shanghai,Guangzhou,andShenzhen.3TTheheGGallupallupOOrganizationrganizationOutlinePagelBackground2lGallupApproachtoCustomerSatisfactionandLoyalty7nSection1RetailerSatisfactionMeasurement13nSection2FACSatisfactionMeasurement17nSection3ASCSatisfactionMeasurement20nSection4SatisfactionwithCarQuality224TTheheGGallupallupOOrganizationrganizationnMeasureandtrackoverallsatisfactionandloyaltywithSGMRetailer,AfterSaleServiceCenter(ASC),FleetAccountCenter(FAC),environmentandfacilitiesandthesalesprocess.nDeterminethekeydriversofoverallsatisfactionwiththeaboveSGMservicecentersordivisions.nBenchmarkSGMperformanceindifferentcitiesfortheaboveSGMservicedivisions.OBJECTIVE5TTheheGGallupallupOOrganizationrganizationnnHowHowsatisfiedarecustomerswiththeservicesreceivedatSGMRetailer,AfterSaleServiceCenter(ASC),FleetAccountCenter(FAC)?nnWhatWhatarethekeydriversofoverallsatisfactionwiththeaboveSGMservicecentersordivisions?nnWhatWhatdoesSGMneedtodoinordertomaintainitsadvantagesinsomeserviceareaswhileimprovingitsperformanceinotherserviceareas?ThreeCoreResearchQuestions6TTheheGGallupallupOOrganizationrganizationWhatGallupTrackingStudyCanDoforSGMFPinpointproblemsFEvaluateperformancevs.objectivesFStimulateinsights7TTheheGGallupallupOOrganizationrganizationnnSurveySurveyAllinterviewswereconductedbytelephoneandwereapproximately20minutesinlength.nnSamplingCriteriaSamplingCriteriaCustomerswhohaverecentlypurchasedaBuickcarandvisitedandusedServicesprovidedbytheabovedepartments.nnAnalysisAnalysisResultswereanalyzedintotal,somebycityandprovince.METHODOLOGY8TTheheGGallupallupOOrganizationrganizationTelephoneSurveyRecord(ASC)NoAnswerBusyRespondentsalwaysnotavaiableHalfWayTotalNov.4th,199915478789349711028913520Dec.3,19993261161471461172315722015997Total480194225239166942510029281517*Thesuccessfulrateis31.64%UnableContactTotalRefusalCellPhoneOffLanguageDifficultyIncompleteCompleteNoContactUnappropriatesoftRefusalNoCallBack9TTheheGGallupallupOOrganizationrganizationNoAnswerBusyQualifiedbutUnavailableHalfWayTotalSJ100022914461113417191373SJ1010308154801264762023412SJ10201871067484418203378SJ1100267915091545102271SJ1110179807984432101269SJ120012340243630478300SJ1210117554541604106322SJ1220222635063477123471SJ130092581941194100152SJ123052127121421060SJ14002911511812050SJ14102911510500271SJ1500933411241724071SJ15106718922776180SJ160012922300040SJ16054000100000SJ1615212388600040SJ1635296375230140SJ16553826822313131SJ16601000100000SJ16653410611731020SJ1675611312207213120SJ1680271339100150SJ169042181011513080SJ1735472617151210060231010215888634846914234376415928*Thesuccessfulrateis38.97%NoCallBackTotalTOTALIncompleteNoContactRefusalRetailerCodeRetailerNameCompleteUnappropriateSoftRefusalLanguageDifficultyCellPhoneOffTelephoneSurveyRecord(Retailer3Waves)10TTheheGGallupallupOOrganizationrganizationNoAnswerBusyQualifiedbutUnavailableHalfWayTotalSJ3000217948438212212227SJ3010135730315011110149SJ302000120002005SJ310001310000005SJ3110162100000111SJ321010100000002Total36143857813225323399*Thesuccessfulrateis9.02%IncompleteNoContactRefusalRetailerCodeCompleteUnappropriateSoftRefusalLanguageDifficultyCellPhoneOffNoCallBackTotalTelephoneSurveyRecord(FAC)11TTheheGGallupallupOOrganizationrganizationMeasurementofCustomerSatisfaction---GallupQSMModel---TTheheGGallupallupOOrganizationrganization?CreateAStrategicMeasurementSystem?RaiseCustomerSurveyInformationToTheLevelOfOperationalMeasures?FocusOnActionToAchieveBusinessGoals,DesiredOutcomesTheGallupQSMApproachTTheheGGallupallupOOrganizationrganizationBasicBusinessStrategyØLoyalCustomersØNeutralCustomersØAngryCustomersThreeCustomerGroups-TwoStrategiesCreateLoyaltyStopTheBleedingTTheheGGallupallupOOrganizationrganizationBasicQualityBasicQualityExpectedQualityExpectedQualityDesiredQualityDesiredQualityUnanticipatedQualityUnanticipatedQualityLoyaltyScaleSatisfiersNeutralDissatisfiers0%100%InformationProductModelQualityPyramid15TTheheGGallupallupOOrganizationrganizationRetailer(ThreeWaves)16TTheheGGallupallupOOrganizationrganizationnCross-marketCustomerRetailerServiceRatingAnalysisäDuetodifferenceinregion,marketandinfrastructure,validcomparisonssometimescanhardlybemadeacrossmarkets.äForatrackingstudy,themostimportantthingistoben