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1、An investigative report of FAW-Volkswagen Automotive Co. Ltd customer care strategyIntroduction: I will give you a report to analyse FAW-Volkswagen customer care strategy. FAW-Volkswagen Automotive Company was founded in 1990, is a Chinese joint venture between the First Automobile Works (FAW) and V
2、olkswagen Group, creating FAW-Volkswagen Automotive Company, informally abbreviated to FAW-VW. Equity holdings are split as follows: Volkswagen AG with 20%, Audi AG has 10%, Volkswagen (China) Invest 10%, and FAW has the remaining 60%. The main FAW-VW factory is located on the south-western fringes
3、of Changchun, in Jilin Province, second factory is located in Chengdu, Sichuan Province. Section 1: A companys mission statement is a constant reminder to its employees of why the company exists and what the founders envisioned when they put their fame and fortune at risk to breathe life into their
4、dreams. Woe to the company that loses sight of its Mission Statement for it has taken the first step on the slippery slope to failure. Many organizations have mission statements. Particularly large ones, e.g. FAW-Volkswagen Automotive Company. This is not same as their organizational objectives. Mis
5、sion statements consist of two elements. 1.The vision of the organization. The vision may include the ideal destination. This is where the organization wants to go and when it hopes to get there. FAW-Volkswagen corporate creed: creating chinas best automobile Joint- Venture, The most attractive comp
6、any in employee eyes.Mr. Gen Zhaojie, the first Chairman of FAW-VW had expressed this during the companys Inauguration Ceremony. It embodies the aspirations of the companys shareholders, as well as the corporate mission and ultimate target. It encapsulates the companys glorious history and unlimited
7、 future. 2. The values or principles of the organization. The values are the sets of beliefs behind the actions of the organization. It will relate to the quality of goods and services, treatment of customers and employees and make statements regarding openness and good practice. FAW-Volkswagen Corp
8、orate Values: Pursue product excellence; honesty with customers.They insist on the principle of “Internal Customers“ and treat “cost as a matter of priority“. By implementing the concept of “engineering for the future“, they provide first-class products to their customers. Their employees are provid
9、ed with excellent learning conditions. They establish a platform for them to excel as a team. The customers needs are their motivation; they provide service to their customers with care and dedication. Customers are won over by their product quality, and loyalty is assured by their integrity. Other
10、corporate cultures: FAW-Volkswagen Corporate Spirit: Learning; Innovating; Cooperating; Giving Learning enables the companys staff to raise their abilities; a superlative learning ability is key to adapting to the environments changes and maintaining vibrancy in the face of intense market competitio
11、n. Innovation is the root of the companys sustainable development; it enables management to continue developing. A cooperative culture is deeply imbued in every work process; the integration of Chinese and German culture and good team construction assure that targets will be successfully met. Giving
12、 exemplifies responsibilities; work initiatives and common sense are basic qualities required of modern workers. FAW-Volkswagen operating concepts: Quality-first; technological leadership; management innovation; market-oriented Customer satisfaction and expectations are their enduring pursuit; stric
13、t quality control, uniform craftsmanship and professional integrity are imbued in our production operations. Technological leadership is their motto. They infuse their passion and rationality into their products, thus becoming the pioneers of the industry. Continuous improvement and process rebuildi
14、ng. Innovation enables them to develop through “low cost, high efficiency“. The customers needs are the foundation of their product strategies: diverse products and wide range fully satisfy customers requirements and are self-accomplishing. Section 2: The ways that FAW-Volkswagen to establish the st
15、andards of customer care:communication FAW-Volkswagen establishes two kinds of communications. One of isTop-down. It has some advantages. When superior setting policy, it can implement efficiency. E.g. they make some policies that give discounts to customer when they purchase Audi A4L, this informat
16、ion can implement quickly throughTop-downcommunication. Another is Bottom-up,if a good idea started at the employee level it would move laterally, then upwards to the next level, where it would spread laterally. Then upwards to the next level and again go lateral. By this time everyone in the organization knew what was required and their part in it. E.g. some customers complain the seat of car not comfortable and the color is not var
