上海DIA会议报告.ppt

一汽-大众特约维修站服务提升计划上海区域报告A FAW-Volkswagen Dealer Enhancement Program (DEP) Shanghai Report The Gallup Organization June. 21, 2004 目录Table of Contents 目录 Table of Contents…………………………………………………………………………..2 引子 Opening Words…………………………………………………………………………….3 项目背景及目标 Project Background and Objectives………………………………………...4 研究方法论 Research Methodology…………………………………………………………….5 对一汽-大众的建议 Suggestions to FAW-VW…………………………………………………6 特约服务站服务改进建议 Suggestions to Service Stations……………………………………7 客户关注焦点 Things That Matters to A Customer.....………………………………………..8 维修站服务过程中主要存在的问题 Major Problems in Service/Maintenance Process…….9 服务站服务流程分析 Service Process Analysis………………………………………………..16 引子Opening Words 我们现在都有一种感觉，开车的人反倒成了弱势群体，他们想怎么样就怎么样……尤其像我们这样不懂车的 We now all have a feeling, we customers are no longer “god”, on the contrary we are so weak and helpless……specially for a customer like me who does not know much about cars. ------一个一汽-大众车主的心声 Heart felt words from an FAW-VW customer 项目背景及目标 Project Background and Objectives 一汽-大众委托盖洛普进行全国范围内的经销商售后服务客户满意度监测(DIA)项目。FAW-Volkswagen entrust Gallup to conduct Dealer Image Analysis(DIA) – After-sales Service Program throughout China. DIA项目对各个区域、各经销商服务水平，一汽-大众标准服务流程执行情况进行监测。通过DIA项目发现了一些地区和一些经销商存在着各自的问题。DIA monitors FAW-Volkswagen’s service quality and conformation to the Standard Service Process in each region. The DIA results allow FAW-VW and Gallup to identify some problematic dealers in providing dissatisfying services to customers. 盖洛普建议一汽-大众进行一汽-大众特约维修站服务提升计划，通过这一项目，将帮助经销商挖掘在售后服务方面表现不佳背后的原因，并确定在改进售后服务进程中的障碍。Gallup suggests FAW-Volkswagen to implement a Dealer Enhancement Program (DEP) to trace the root cause of poor service quality and low customer satisfaction and find barriers for service quality improvement. 这一项目还将帮助特约维修站发现服务过程中客户真正关心的地方，在这些方面下功夫，从而提高客户满意度。The DEP will also shed light on things that matter most to a customer and enable the service station manager to focus on improving services t