2017年大众品牌销售满意度调研执行细则.doc

VW-网审字(2017)第 号2017年大众品牌销售满意度调研执行细则2017 VW Brand sales customer satisfaction survey detail regulation1、目的Target为明确大众品牌销售满意度调研中的各项要求，特制定本细则To confirm the requirement of sales customer satisfaction survey.2、术语Term销售满意度调研：简称销售CSS Sales customer satisfaction survey: Sales CSS for short;潜在客户：进入一汽-大众大众品牌经销商展厅内，且未购买新车的客户 Interested customer(IC for short): Customers who had been in a VW brand showroom but didnt buy a new car.成交客户：已购买一汽-大众大众品牌车辆的私家车用户 Buying customer(BC for short): Customers who had purchased the VW brand cars finally.3、职责Responsibility网络管理部：制定销售CSS调研方案并发布相关报告NM. Dept.: Confirm the project of sales CSS and release the reports.客户关系管理部：组织人员进行电话回访，提供调研及申诉结果CRM Dept.: Organize the staff to telephone survey, provide survey result and appeal result.区域销售事业部：指导、跟踪经销商的提升RSD: Guide and track the improvement measure of dealers.4、细则 Detail4.1方案 Project4.1.1调研方式：电话调研 Survey method: By phone4.1.2调研频次：每月 Survey frequency: Monthly4.1.3调研对象及月度目标样本量如下表 Survey object and month target sample as follow成交客户BC18潜在客户IC2其中，参与调研的成交客户包含一级经销商及其Mini 4S店的所有成交客户 In it, the BC includes who is in level 1 dealers and mini dealers.4.1.4调研指标及权重：参考附件1大众品牌销售CSS调研指标和权重Indexes and weight can be checked in attachment 1.4.1.5成交客户成绩=成交客户各指标得分权重BC total score =score of link weight4.1.6潜在客户成绩=潜在客户各指标得分权重IC total score of =score of link weight4.2执行Execute4.2.1经销商按经销商客户档案管理规定维护并上传客户档案Dealers maintain and upload customer file based on the regulation of customers file.4.2.2网络管理部每月月初确定当月参与销售CSS的经销商名单NM. Dept. confirm the dealer list of every sales CSS at the beginning of each month.4.2.3客户关系管理部组织人员进行电话调研，具体调研时间段内的档案范围及目标样本量如下：CRM carry out survey, the file scope in specific survey period and the target sample capacity are as follow:调研时间Survey timeN月16日次月15日 16th of month N15th of month N+1调研样本Sample档案范围（月）File range(month)N-5N-4N-3N-2N-1N成交客户BC1111410潜在客户IC/2说明Note：1) N-5月表示从N月往前推5个月的月份，其他亦同The meaning of month N-5 is the month forth 5 months.2) 当期某月份目标样本量不足时，可在当期涉及的其他档案中抽取；成交客户与潜在客户之间不做互补，如仍不足，以实际成功样本为准。When the target sample is insufficient, the file should be resurvey in other files, and different kind of file should not be replenished mutually. The actual successful samples will be used if the sample is not enough.4.3特殊情况报备 Special case4.3.1特殊情况定义 Special case definition4.3.1.1经销商遭受火灾、洪水或地震等灾害 Impacted by the disaster, such as fire, flood or earthquake;4.3.1.2影响经销商正常运营导致销售CSS无法调研的市政建设等情况 Impacted by government construction;4.3.1.3非经销商原因而影响到销售CSS调研，如限牌、影响恶劣的严重车辆质量问题等情况 Affected by non-dealer reason, e.g. limited registration/ serious car quality problem etc.;4.3.1.4其他影响销售CSS调研的情况 Impacted by other cases.4.3.2处理流程 Handle process4.3.2.1 经销商在DEIM系统 “特殊情况处理”模块中填写报备申请并保存提交The special situation application should be filled in on DEIM by dealer4.3.2.2小区销售经理、区域事业部销售总监在DEIM系统 “特殊情况处理”模块中对经销商所提报备进行核实、审批并提交，报备文件将提报至网络管理部 The application should be confirmed and approved by region sales manager and RSD sales director on DEIM, then submitted to NM. Dept.4.3.2.3网络管理部在DEIM系统中汇总、下载报备申请，网络管理部部长进行签字审批后，在系统中维护报备处理结果 The applications would be downloaded and checked by the manager of NM. Dept. The final result would be uploaded on DEIM.4.3.2.4经销商可在DEIM系统中查询报备处理结果 Dealers could see about the result of application on DEIM.4.3.3 网络管理部将按照以下原则进行报备处理The application should be deal with according to following rules:1) 对于4.3.1.1，4.3.1.2情况：该经销商受影响的成交客户样本量取18，潜在客户样本量取2，成绩取所在区域销售事业部平均值 Case 4.3.1.1, 4.3.1.2: the BC samples would be 18, the IC would be 2, the score will be given an average score of the relevant RSD;2) 对于4.3.1.3情况：剔除被影响的客户档案，不予调研 Case 4.3.1.3: delete related customers file in CSS survey;3) 对于4.3.1.4情况：网络管理部将秉承公平、公正的原则一事一议 Case 4.3.1.4: one special solution for one special case.4.3.4第N月调研所涉及特殊情况报备的接收截止时间为N+1月2日（含）The application of month N should be handed over before the second day of month N.4.4 申诉处理Appeal4.4.1处理流程 Handle process4.4.1.1经销商在DEIM系统 “特殊情况处理”模块中填写调研结果申诉并保存提交。The result appealing should be filled in on DEIM by dealer.4.4.1.2小区销售经理在DEIM系统 “特殊情况处理”模块中对经销商所提申诉进行审批并提交，申诉文件将提报至网络管理部 The application should be approved by region sales manager on DEIM, then submitted to NM. Dept.4.4.1.3网络管理部在DEIM系统中汇总、下载经销商申诉内容，客户关系管理部调取相应录音资料进行复查，并将复查结果提供给网络管理部NM. Dept. collect and download dealer appeals from DEIM. CRM Dept. should obtain the corresponding recording data to review and provide the result to NM. Dept.4.4.1.4复查结果既为申诉最终结果，并由客户关系管理部部长与网络管理部部长共同签字审批。若原结果与客户录音评价结果不一致，则依据录音实际评价结果对原结果进行修正，否则申诉不成功。经销商可在DEIM系统中查询报备处理结果If the original result is different with customer mark, the results would be corrected as actual situation, otherwise, the appeal wouldnt be passed. Dealers could see about the result of appealing on DEIM.4.4.2申诉规则Appeal Rule：1) 经销商须详细阐明申诉理由并提供相应证明材料（不大于5M）上传至DEIM系统 Dealers should provide the reason of the appeal and detailed evidence (not bigger than 5M) to upload to DEIM;2) 为确保申诉秩序，经销商在同一年度调研内申诉量上限为5条，但申诉成功样本将不被计入经销商已申诉的总量，超过上限的申诉将不予受理 To ensure the appeal order, the appeals for each dealer are limited as 5 records per year and the successful appeal would not be included in the amount of appeals, the appeal beyond the limit would not be accepted.4.4.3第N月调研成绩申诉的接收截止时间为申诉成绩发布后的2日（含） The appealing for month N should be submitted to NM. Dept. in 2 days after result released4.5报告 Report4.5.1客户关系管理部提供调研及申诉结果，网络管理部组织完成销售CSS报告CRM Dept. supply the result of survey, NM. Dept. complete the report.4.5.2网络管理部每月对调研结果进行抽检 NM. Dept. checks the result selectively each month.4.5.3销售CSS报告经签字确认后，通过邮件以及DEIM系统公布Sales CSS report would be released by E-mail and to DEIM when confirmed by signature. 4.6提升Promote4.6.1经销商针对弱项制定提升措施 Dealers make the improvement measure.4.6.2区域销售事业部指导、审核并跟踪经销商的提升措施 Region direct and track the improvement mea