Sinopec - 2021 Annual Enterprise and Customer Satisfaction Study in Chemical Sales
Company overview
Sinopec Chemical Sales Co., Ltd. (referred to as 'Chemical Sales') is a wholly-owned subsidiary of Sinopec Group, headquartered in Beijing. It is responsible for the unified sales of approximately 50 million tons of chemical products annually from 39 petrochemical production enterprises across China. As a leading player in the chemical product distribution sector, Chemical Sales consistently adheres to a 'customer-first' service philosophy, committed to optimizing customer experiences, improving service quality, and reinforcing its market leadership position.
Research background
To consistently implement a customer-centric service strategy and comprehensively understand customers' satisfaction with Chemical Sales products and services, enhance service capabilities and quality control, Chemical Sales decided to introduce a satisfaction evaluation mechanism for internal production enterprises, in addition to routine customer satisfaction surveys. In October 2021, Chemical Sales commissioned CEIDEA Research to conduct this annual special study. The objective is to, through systematic investigation and analysis, further identify the genuine needs of customers and internal partners, and clarify service improvement directions. Study Scope This research covers all customers and 39 affiliated petrochemical production enterprises that had transactions with Chemical Sales between August 2020 and July 2021, collecting 3,500 customer samples and 41 production enterprise samples. The study employs a combination of structured questionnaire surveys and industry database benchmarking analysis, focusing on four key dimensions: understanding the current satisfaction levels of customers and production enterprises, conducting cross-industry benchmarking against industry satisfaction databases, identifying deficiencies in service processes and product quality, proposing targeted improvement recommendations, and assisting in establishing a comprehensive satisfaction management system for Chemical Sales. Expected Outcomes This satisfaction study will provide Chemical Sales with comprehensive evaluation data on both customers and production enterprises, clearly defining the relative positioning and improvement potential of current service and product quality within the industry. The findings will support the optimization of customer service strategies, the improvement of product quality feedback mechanisms, and enhanced customer retention. Additionally, the results will serve as feedback for R&D and operational management at production enterprises. Ultimately, Chemical Sales will leverage the findings of this study to effectively implement a customer-centric approach, continuously improving overall customer and partner satisfaction and loyalty.
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