J.D.Power Asia Pacific Inc. has recently released 2014 Sales Satisfaction Investigation Report (SSI). Chinese brand Chery performed strongly against internationally renowned auto brands such as Volkswagen, Mazda and Honda, with a record total score of 692 points, 29 points up from 2013.
J.D.Power is a renowned US market consulting company as well as one of the most authoritative international auto brand rating agencies. As one of the company's consumer survey projects in China, SSI evaluates "purchase experience", "salesperson", "distributor facilities", "trading process" and "delivery process" to learn about Chinese consumers' new vehicle purchase satisfaction.
According to sources, the samples of the research report cover 51 Chinese cities and include 69 auto brands from countries such as China, Germany, the USA, Japan and Korea. The report analyzes the limousine segment and the mainstream segment at the brand level. In the mainstream market, Chinese brand Chery overtook the Chinese joint ventures of internationally renowned brands like Honda and Volkswagen to rank 9th among mainstream brands with a score of 692 points, moving one place up from last year and coming out on top among Chinese independent automakers for the third consecutive year. The score is 21 points higher than the average score of the mainstream auto industry, bringing Chery closer to Japanese and German brands.
Chery's highly improved result in the report was closely related to the constant perfection of its sales operation system. Huang Huaqiong, general manager of Chery Marketing Company, said in several interviews that the focus of Chery's marketing system is enhancing customer experience and satisfaction.
In recent years, with a focus on satisfying customer demands, Chery has kept perfecting its sales operation system, improving its capacity for terminal sales process management and enhancing its awareness of terminal service, and has monitored terminal sales and service quality by formulating the operation management manual, giving guidance on improving terminal executive standards and improving service methods and skills, and by means such as mysterious customer survey, telephone survey, supervision and flight inspection, thus boosting Chery's image among customers. As one of China's top three independent auto brands in overseas sales, Chery has also extended these management mechanisms aimed at improving terminal service capacity and quality from China to the rest of the world, thereby delivering the best service to consumers worldwide.
Analysts thought the steady rise in Chery's SSI ranking not only shows its sales service system has been highly recognized by the market and consumers, but also demonstrates the tremendous strength of Chery's efficient customer-centered product and service system.