Sanyu Audi - Mystery Customer Study of Chengdu Audi 4S Store
Company overview
Chengdu Sanyu Automobile Service Co., Ltd. was established in March 2000 and is the core subsidiary of the Chengdu Sanyu Group, specializing in the sales and service of Audi-branded vehicles. Commonly known as "Sanyu Audi," the company primarily engages in the sale of complete Audi vehicles (from FAW-Volkswagen Audi), after-sales service, spare parts supply, and customer feedback. Guided by the corporate philosophy of "Service in Sync with You," Sanyu Audi is committed to delivering a service experience that evolves from satisfaction to emotional resonance. Through continuous service optimization and an outstanding customer management system, Sanyu Audi has become a benchmark enterprise in the high-end automotive service sector in Southwest China.
Research background
With the rapid development of the premium automotive market and the growing awareness of consumer service needs, enhancing the quality of service at 4S store outlets has become a key strategy for premium brand 4S stores to strengthen customer retention and elevate brand image. To further optimize the overall service processes, management standards, and customer experience across its 4S outlets, Sanyu Audi has decided to conduct a mystery customer evaluation study with the assistance of a third-party professional research institution. By simulating real consumer scenarios, the study identifies service gaps and weaknesses across pre-sale, in-sale, and post-sale stages, thereby promoting standardization and refined management practices.
Research scope
In February 2012, CEIDEA Research was commissioned by Sanyu Audi to conduct a mystery customer evaluation study at its Audi-branded 4S stores. Throughout the project, CEIDEA Research actively participated in the design and refinement of the evaluation indicators, covering key service touchpoints such as reception process, sales advisor professionalism, test drive arrangements, after-sales reception, repair quality, customer communication, and store environment. Scientific weights were assigned to each indicator. Mystery customers, acting as real consumers, experienced the full journey from vehicle purchase to maintenance, generating standardized scoring and qualitative observation records.
Expected outcomes
Based on authentic service experiences, this study produces multi-dimensional quantitative scores and qualitative analysis results, accurately revealing the strengths and weaknesses of each 4S store in areas such as service processes, employee performance, and customer care. The final report provides Sanyu Audi with solid data support and actionable recommendations for systematically evaluating current service conditions, identifying management shortcomings, optimizing operational workflows, and enhancing staff training. This enables the company to establish a more competitive service system, further improving customer satisfaction and brand loyalty.
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