Haier Group - After-sales Service Field Investigation Project
Company overview
Haier Group was founded in 1984 and is headquartered in Qingdao, China. After nearly four decades of development, it has become the leading global brand in large home appliances. Haier operates multiple R&D centers, manufacturing facilities, and sales networks worldwide, and owns several international brands including Haier, Casper, Leader, GE Appliances, and Fisher & Paykel. In recent years, Haier Group has actively advanced its digital transformation, gradually evolving from a traditional appliance manufacturer into an ecosystem brand built on the Internet of Things, committed to establishing an open and win-win innovation platform to serve a wide range of entrepreneurs and end-users, driving continuous innovation and development in the new era...
Research background
As service experience has become a key differentiator in the home appliance industry, Haier Group has placed significant emphasis on the development and management of its after-sales service system. To further enhance user satisfaction and ensure that service personnel possess high-quality service standards and professional technical capabilities—particularly in key markets such as Beijing—Haier Group has decided to initiate a new round of quality assessment and supervision for service engineers involved in repairs and installations. This initiative aims to promote standardization of service processes, standardization of operational procedures, and continuous improvement of brand reputation.
Research scope
In December 2017, CEIDEA Research was commissioned by Haier Group to conduct undercover quality inspections across various districts in the Beijing region. The study covered six core product lines: refrigerators, washing machines, electric water heaters, kitchen appliances, color TVs, and air conditioners. Through the recruitment of 'mystery shoppers,' real-life home visits were simulated to replicate actual user scenarios involving appliance repairs or installations. The entire service process—including response time, service etiquette, professional competence, operational compliance, and service attitude—was observed and documented through a full-cycle undercover inspection. On-site records, audio, and video evidence were collected to systematically evaluate the execution of service procedures and identify gaps.
Expected outcomes
This study provides Haier Group with first-hand, real-world data on service quality performance, enabling the company to identify weaknesses and issues in its repair and installation services across the Beijing region. The findings will support the optimization of service workflows, enhance the effectiveness of engineer training programs, and strengthen performance evaluation mechanisms. Additionally, the research results will serve as a foundation for future updates to service standards and adjustments to the service management system, providing scientific support for the establishment of an efficient, professional, and trustworthy after-sales service system.
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