2019年以来，新冠肺炎疫情肆虐全球，欧美经济陷入衰退，全球消费指数信心严重不足，区域贸易保护主义日渐抬头。在这样的全球经济背景下，国际贸易发展也陷入艰难的境地。作为国际贸易链条中一环的国际货代企业，面临的生存压力与日俱增。A国际货代公司作为其中的一员，面临的挑战更是艰巨，不但要面临国内外货代巨头及互联网+物流公司的双重夹击，还要面对承运人纷纷走向市场来分一杯羹这样的残酷事实。这一局面使得A国际货代公司面临着老客户流失日益严重、新客户开发困难等严峻的问题。所以，如何 “以市场为导向，以客户为中心”，提高客户满意度以增强市场竞争力从而带动公司的整体增长是摆在A公司面前的一个首要问题。

本文以增强A国际货代公司在复杂竞争环境中的市场竞争力为最终目的，把A国际货代公司客户满意度提升策略作为研究目标，以中国服务型企业顾客满意度测评模型（中国顾客满意度指数模型CCSI的细分模型）为理论指导，结合我国国际货运代理行业的服务特征，构建出A国际货代公司的客户满意度测评模型。在此基础上，通过选取不同类型的有代表性的内外部客户，运用调查问卷及客户访谈等实地调研的研究方法，利用折线图、鱼骨图等分析工具，分析并总结出A国际货代公司在客户满意度评价中得分不高主要是因为公司在客户满意度管理上存在有五个方面的问题：

品牌形象，公司品牌市场影响力有限，知名度不高；

服务质量，服务质量不稳定，无明确的服务标准；

服务价格，价格变化快且频繁，严重影响客户物流预算的稳定性；

失误补救，缺乏失误补救措施，合作过程中客户缺乏安全感；

顾客忠诚，客户忠诚度不高，客户裂变问题明显。

   针对这五方面的问题，作者先从不同的维度分析出每个问题背后的深层次原因，进而制定一系列的改进措施例如，通过完善客户关系管理机制及社媒营销等手段提升公司品牌的影响力、制定标准的服务流程去提升服务的稳定性、通过和上游供应商进行资源整合和改进内部考核机制来稳定服务价格、健全失误补救等措施去有效地解决掉这些问题，最终达到提高公司的客户满意度，以解决在客户发展及维护过程中所遇到的老客户流失日趋严重、新客户开发困难，客户黏性降低，无法非常有效地进行客户裂变、整体收益率低等关键问题。

Since 2019, the COVID-19 pandemic has ravaged the world, the European and American economies have fallen into recession, the global consumption index is seriously lacking confidence, and regional trade protectionism is on the rise. Under such a global economic background, the development of international trade is also in a difficult situation. As a link in the international trade chain, the international freight forwarding enterprises are facing more and more pressure to survive. As one of them, A international freight forwarding company is facing with even more daunting challenges, not only facing the double attacks of domestic and foreign freight forwarding giants and Internet + logistics companies, but also facing the brutal fact that carriers come to the market one after another to get a share of the market. This situation makes A international freight forwarding company face serious problems such as the increasingly serious loss of old customers and the difficulty in developing new customers. Therefore, how to "market-oriented, customer-centered", how to improve customer satisfaction to enhance market competitiveness and drive the overall growth of the company is a primary topic in front of Company A.

In this paper, the writer makes the improvement strategies of A international freight forwarding company customer satisfaction as the study subject and enhancing the market competitiveness of A international freight forwarding company in the complex competitive environment as the final study goal. This research takes the customer satisfaction evaluation model of China’s service-oriented enterprise as the theoretical guidance, which is based on the China Customer Satisfaction Index Model (CCSI). And the writer constructs the customer satisfaction evaluation model of freight forwarding company according to the service characteristics of Chinese freight forwarder industry. On this basis, by selecting different types of representative internal and external customers, using field research methods such as questionnaires and customer interviews, and using analysis tools such as line chart and fishbone chart, it analyzes and summarizes that the low score of A International freight forwarding company in customer satisfaction evaluation is mainly due to the company's problems in customer satisfaction management: Firstly, the brand image, the company brand market influence is limited, the visibility is not high; Secondly, the quality of service, service quality is unstable, there is no clear service standard; Third, service price, price changes quickly and frequently, seriously affecting the stability of customer logistics budget; Fourth, error remedy, lack of error remedy measures, in the process of cooperation, customers are lack of sense of security.

Aiming at the above five problems, the author first analyzes the deep reasons behind each problem from different dimensions, and then develops a series of improvement measures. For example, enhance the influence of the company's brand through social media marketing and other means, develop standard service process to improve the stability of service, integrate resources with upstream suppliers to stabilize service prices, improve error recovery and other measures to effectively solve these problems, and finally improve the company's customer satisfaction so that to solve the key problems of increasingly loss of existing customers, difficulties in developing new customers and customer stickiness decreasing, customer fission is low efficiency and low yield in the process of customer development and maintenance.