FAW-GM - Customer Satisfaction Survey
Company overview
FAW-GM Automotive Co., Ltd. was established in August 2009, jointly invested by the First Automotive Works Group Corporation and General Motors Corporation. The company specializes in the research, manufacturing, and sales of light-duty commercial vehicles. By integrating both parties' technological, brand, and market resources, FAW-GM aims to become a globally leading light-duty commercial vehicle manufacturer. Initially, it consolidated the original FAW light-duty vehicle business and gradually established a sales network covering multiple product lines, including light-duty trucks and pickup trucks. As of the end of 2011, there were 194 authorized distributors for light-duty trucks and 51 new pickup truck distributors, forming a well-structured nationwide distribution network.
Research background
During the process of sales network integration and rapid expansion, FAW-GM aims to comprehensively understand customers' true evaluations and latent needs regarding channel service through a customer satisfaction study. This research aims to continuously improve dealer service quality and establish a sales mechanism centered on customer satisfaction, thereby enhancing brand image and driving sales growth. Additionally, to ensure scientific and fair management of the dealer network, a standardized and quantifiable evaluation system must be established to objectively assess service performance across different regions, providing a factual basis for subsequent incentive and penalty policies.
Research scope
Starting in July 2012, CEIDEA Research was commissioned by FAW-GM to initiate a nationwide customer satisfaction study (CSS). The study covers all authorized dealerships certified by the FAW-GM Sales Division and engaged in the sale of light-duty trucks and pickup trucks. This project combines telephone follow-ups with questionnaires to comprehensively collect customer feedback on key service stages during the sales process, including reception, product presentation, test drives, document processing, and handover experience. In addition, a detailed, quantitative assessment of dealers' service attitude, professional competence, response speed, and issue resolution capabilities will be conducted.
Expected outcomes
This study will help FAW-GM systematically understand the current state of service quality across its nationwide dealer network, identify service weaknesses, and clarify customer expectations and pain points regarding the sales experience. By conducting cross-regional performance comparisons, the study will provide a ranking basis for dealerships and establish a data-driven incentive and penalty mechanism to drive continuous improvement in the channel. Ultimately, service excellence will be leveraged to drive sales growth, enhance customer loyalty, and strengthen FAW-GM's brand influence in the light-duty commercial vehicle market.
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