Dongfeng Auto Group Human Resources Shared Service Center - Customer Satisfaction Survey for HRSSC
Company overview
The Human Resources Shared Service Center of Dongfeng Auto Group is a key component of the group's human resources shared service system. It provides professional and standardized HR services to group executives, managers at secondary units, HR professionals, and employees. Its service scope includes core personnel administration, talent services, talent development, party school teaching and research, functional management support, and elderly affairs services. It covers a wide range of service areas such as social insurance, employee entry, transfer, and exit, recruitment support, talent development, salary calculation, and HR policy support. The center plays a vital role in enhancing the efficiency of group HR operations, standardizing service delivery, and improving internal customer experience.
Research background
As the scope of HR shared services continues to expand, the identities, business needs, and service touchpoints of service recipients have become increasingly diverse. Traditional satisfaction survey methods are no longer sufficient to meet the demands of refined management. Existing internal surveys face limitations in result independence, data credibility, and cross-departmental applicability. Standardized questionnaires also fail to accurately reflect differences in customer experiences across various customer segments, business units, and specific service offerings. Additionally, a clear feedback-to-action loop remains lacking between customer feedback, issue rectification, follow-up verification, and effectiveness evaluation. To enhance the objectivity, accuracy, and management utility of satisfaction surveys, HRSSC has engaged a professional third-party research institution to systematically optimize key metrics, questionnaire design, data collection methods, and improvement mechanisms.
Research scope
In May 2026, CEIDEA Research was commissioned by the Human Resources Shared Service Center (HRSSC) of Dongfeng Auto Group to conduct a study on improving customer satisfaction. The study employed a combination of offline in-depth interviews, online quantitative surveys, online qualitative interviews, and quantitative telephone surveys. Research participants included managerial personnel and HR professionals at the group and secondary units, as well as employees receiving HRSSC services. The project adopted differentiated survey pathways based on respondent roles, business interaction patterns, and actual service experiences. The research scope covers core HR services, talent services, talent development, party school teaching and research, functional management support, and elderly affairs services, and further extends to specific service projects. Evaluation dimensions include service response time, service quality, service efficiency, and service convenience. The study also collects overall satisfaction, continued usage intention, recommendation intention, dissatisfaction incidents, and improvement suggestions. By integrating qualitative and quantitative research, the project will identify key factors influencing customer experience, establish a satisfaction metric and weighting system, and identify critical issues and improvement priorities across different business segments.
Expected outcomes
The project is expected to help HRSSC establish a comprehensive customer satisfaction management system covering diverse customer roles, business units, and service scenarios. It will enhance the independence, credibility, and decision-making value of survey results, accurately identifying key service touchpoints, specific issues, and priority improvement areas. The research findings will be consolidated into standardized questionnaires, satisfaction metrics and weighting systems, issue logs, data analysis reports, and service optimization recommendations. These outputs will provide a unified basis for subsequent process improvements, service quality evaluations, follow-up visits, and annual tracking. The project aims to transform satisfaction management from a one-off survey into a closed-loop mechanism involving issue identification, corrective actions, effectiveness validation, and continuous improvement, thereby comprehensively enhancing the responsiveness, service quality, operational efficiency, and internal customer recognition of HRSSC.
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