Audi 售后服务电话回访

Research background

After-sales service telephone visit of car owners is to understand customer satisfaction with the degree of the company's after-sales service quality, and it is the important way to find the problem in the after-sale service company (Wu et al, 2013). In addition, the after-sales service visit is the important means for automobile enterprises to be aware of potential consumer demand and maintain customer relationship. At present, the major car companies respectively established after-sales service visit system, but the presence of research data shows many car company after-sales service telephone visit goes to informal, and cannot effectively solve the problems encountered in the after-sale service, customers cannot go through the customer visit to improve their service quality and satisfy the potential demand for after-sale service and so on (Zhang, 2013). This study is to study the after-sales service for automobile companies to pay a telephone visit, through the survey of customers to explore automobile enterprises how to establish an effective after-sales service telephone visit system, to meet customer demand for automobile enterprises after-sales service telephone visit.

Audi is the first international luxury car brand to enter China; at present in China it has established a perfect after-sale service system. But in recent years, Audi found that the after-sales service telephone visit system of Shanghai office has not been effective enforced, also did not play the effect of after-sales service telephone visit (Li, 2009). Audi even found some Audi 4s stores in Shanghai told the Audi car owners, if they got a call from the Audi headquarters that pays a return visit, if they give 4s store a satisfactory evaluation on their after-sales service, and do not speak out current problems in 4s store after-sales service, then they will get cash rewards and free maintenance. This makes Audi headquarters phone telephone visit cannot play the supervision over the quality of the Audi 4s store’s after-sales service, also cannot find the problems existing in the after-sales service (Qian et al, 2013). Therefore, this research chooses Audi as the car company's case, to study its problems of after-sales service telephone visit.

Identify the relationship between the company point and customer point

After-sales service telephone visit is one of the innovation modes of automobile enterprises after-sales service, is a convenient, fast, flexible and effective communication way (Zhang and Chen, 2006). For car companies, to meet the requirements of internal and external supervision, deepen the customer relationship management (CRM) and satisfy the customer demand, has an important role. It mainly embodies in the following respects.

First, by telephone visit, it’s conductive to set up the auto enterprise brand service idea, establish a good reputation, and improve the credibility of enterprises. Telephone communication sets up a humanized bridge between car companies and customers, subtly forms a kind of trust, understanding and harmonious good relationship. Telephone communication makes closer the distance between the automobile enterprises and customers, and promotes the company to respond quickly to the opinions and suggestions from customers at the same time. Once valued, clients will