Midea Group - After-sales Mystery Customer Survey for Air Conditioning Business Unit
Company overview
Midea Group is a globally leading technology-driven enterprise specializing in the research and manufacturing of consumer appliances, HVAC systems, robotics, and industrial automation solutions. Committed to the core principle of "creating value for customers," Midea continuously drives innovation and service optimization to enhance consumers' quality of life. Its products and services are currently available in over 200 countries and regions worldwide, representing a key example of China's manufacturing industry transformation and upgrading.
Research background
As competition intensifies within the home appliance sector, after-sales service has become a critical factor influencing brand reputation and customer loyalty. In particular, within the air conditioning business, key after-sales stages such as installation and maintenance directly impact the overall user experience. To systematically identify service weaknesses and improve overall service quality, thereby increasing customer satisfaction, Midea Group has decided to conduct a full-chain mystery customer survey focused on its air conditioning business after-sales service processes.
Research scope
In February 2015, CEIDEA Research was commissioned by Midea Group to carry out a mystery customer survey on the after-sales service operations of the air conditioning business unit. This project involved simulating the actual customer experience throughout the after-sales on-site service process, evaluating the performance of engineers across all stages—from initial phone communication, pre-visit coordination, on-site service, technical operations, user feedback collection, to documentation and submission. Given the nature of the study, which involves real user addresses and unannounced engineer visits, the project implemented a rapid appointment mechanism, on-site identity verification procedures, and a regional backup mystery customer dispatch system to ensure the efficient and smooth completion of the research tasks.
Expected outcomes
This study analyzes field feedback data collected from a nationwide sample, deeply identifying pain points and service gaps in after-sales operations, quantifying service quality across each stage, and proposing actionable optimization recommendations based on genuine user experiences. The findings provide Midea's air conditioning business unit with professional, practical data support and strategic direction in enhancing after-sales satisfaction, refining service workflows, and establishing standardized service management practices.
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