East Asia Sugar Group - Corporate Customer Satisfaction Study
Company overview
The Guangxi Nanning East Asia Sugar Group is a large-scale Sino-Thai joint venture established in 1993 through cooperation between the Thai Two-Yi Group and five state-owned sugar factories in the Nanning region of Guangxi. As one of the most capable players in the Chinese sugar market, East Asia Sugar Group benefits from the global leadership of the Two-Yi Group in the sugar industry, possessing not only robust raw material processing capabilities and modern production systems, but also continuously advancing innovation in sustainable development and green energy. The Two-Yi Group itself ranks as the fourth-largest sugar producer globally and maintains a leading position in Asia's biomass energy and bio-alcohol sectors, helping East Asia Sugar establish a high-quality, efficient, and professional brand image in the Chinese market.
Research background
As the domestic sugar market matures, corporate customers are demanding higher standards in product stability, customized services, and accompanying support. To enhance customer satisfaction and strengthen customer loyalty, the Guangxi Nanning East Aisa Sugar Group urgently needs a systematic diagnosis of its current corporate customers' service experiences, to identify latent needs and optimize service processes. Conducting professional research through an independent third-party institution will provide an objective perspective on customer feedback, offering strategic insights for product improvements and service system upgrades.
Research scope
In 2014, CEIDEA Research was commissioned by the Guangxi Nanning East Asia Sugar Group to conduct an in-depth qualitative study of its corporate customer base. Using face-to-face in-depth interviews, the study covered corporate clients across key downstream industries such as food processing, beverage manufacturing, and pharmaceuticals. The research comprehensively explored customers' service experiences during procurement, their core concerns regarding product quality, their satisfaction levels with contract performance, delivery services, and after-sales support. Additionally, the study delved into customers' perspectives on industry trends and their expectations for potential service innovations from East Asia Sugar. The research team, combining industry expert consultations and frontline customer feedback, developed customer demand profiles and identified service gaps.
Expected outcomes
The research findings will help East Asia Sugar clearly identify the key factors influencing corporate customer satisfaction, pinpoint pain points within service processes, and provide actionable optimization recommendations based on genuine customer feedback. In terms of products, the study will reveal downstream customers' personalized demands regarding sugar product specifications, packaging, and supply stability; in terms of services, it will offer recommendations for optimizing the entire service flow—from contract negotiation to post-sale follow-up. The final outcomes will provide East Asia Sugar with precise strategic guidance to enhance customer experience, strengthen brand competitiveness, and optimize its customer relationship management system.
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