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Client: Yamato Transport (HK) Limited Project : Conduct a Comprehensive Customer Satisfaction Study
Executive Summary With the assistance of the Customer Satisfaction Survey Expert from the City University, Alliance has successfully helped Yamato to conduct a full range Customer Satisfaction Study (CSS) to solidify its foundation for the logistics business development. Based on the CSS Analysis result, Yamato has identified its most valuable target segment, the need of the customers and their expectation towards Yamato. That is essential for them to turn these key customers into their lifelong logistics partner and generating optimal return by the Law of 80/20. Background Yamato is a total logistics solution provider which is particularly strong at handling high valued products and Japanese clients. However, in recent years, they have found that their customers’ need changed continuously and seems price war is inevitable in the industry. In order to solidify its leading position in the market, Yamato has invited Alliance to have diagnosis for its present situation and how to further enhance their logistics services and products to meet the customer expectation. Business Challenges After the preliminary diagnosis, Alliance has found the core business challenges Yamato are facing includes the present customer voice capturing channel was not strong enough to capture the customer needs, especially for the logistics services. Moreover, the key clients identified had changed over time and those potential high valued customers are not revealed. Furthermore, there was gap between the existing services and products providing to the customers and the customer needs and expectations. How Alliance Helps Alliance has cooperated with the Division of Commerce of City University of Hong Kong, to conduct the large scale customer satisfaction study for Yamato. First, Alliance has assisted Yamato to clean the database to ensure the accuracy and timeliness. Only with accurate information can the CSS be implemented effectively. Then Alliance has facilitated a Focus Group for Yamato to reveal the main concerns of the key client and collect their opinion for designing the questionnaires for the full scale CSS. After conducting the CSS, Alliance has analyzed to identify the most valuable target customers and high potential customers for Yamato to develop different marketing strategies towards the group for turning them into Yamato’s lifelong partners.
Yamato has both enhanced their brand image and operation effectiveness in the project. They have shown their caring to the customers by conducting the Focus Group and the Customer Satisfaction Survey and many of the customers show appreciation towards their enthusiasm. Moreover, after identifying the key clients, they have revised their marketing strategies that has provided them with much higher return. Furthermore, they have adjusted their services and products to ensure all of them can meet the customer need and expectation while saving the cost of Yamato by accumulating the knowledge for developing tailored made package to clients of similar business nature. |