随着市场竞争的加剧和在线教育的崛起，成人英语教育行业正面临前所未有的挑战。新技术如 AI 的应用增加了获客成本，而行业内的水平差异和服务个性化需求也日益凸显。老客户的流失率高、活跃度低，以及新销售转化率出现下降趋势，给公司的英语培训业务带来了挑战。因此，公司迫切需要解决的问题之一是优化收入结构，增加重复购买和推荐销售的比例。然而，要实现这一目标，必须建立在客户满意度高的基础之上。在此背景下顾客满意度成为衡量教育品牌成功与否的关键因素。英孚教育作为行业领军品牌，其顾客满意度的研究尤为重要。然而，近年来英孚教育在 NPS 测评上的撤销和过度追求销售业绩的做法，可能对其长期发展和市场领先地位构成威胁。本研究旨在通过问卷调查法和文献研究法，探索英孚教育在客户满意度方面存在的问题，挖掘服务中的不足之处并寻求改进策略。本研究不仅为英孚教育提升顾客满意度提供了具体的指导，也为整个成人英语教育行业提升服务质量和竞争力提供了有益的借鉴。本文第一章介绍了研究背景、意义和框架。第二章概述了成人英语教育行业和 EF 公司的概况，第三章评估了包括满意度、产品和客户服务的现状与问题。第四章设计了评价指标和问卷。第五章分析了调研结果，找出了影响满意度水平的因素。第六章提出了提升满意度的针对性策略。最后，第七章结论与展望。

本项研究对英孚教育提供的成人英语培训服务进行了顾客满意度评估，发现顾客对感知价值和感知质量不满，认为课程的丰富性和定制化水平，以及服务品质存在提升空间。顾客对于教学内容的实用性、教学手段的创新性及客服服务的定制水平也有更高的期望。根据调研发现的问题和不足之处，研究提出了一系列改善措施包括开发创新且多样化的个性化课程、建立个性化的服务监控和支持系统，以及制定健康且可持续的市场策略等。这些建议旨在帮助英孚重视满意度测评，改变销售第一的观念和经营模式。进一步提高客户满意度，可持续保持品牌在市场上的竞争力。

With the intensification of market competition and the rise of online education, the adult English education industry is facing unprecedented challenges. New technologies such as AI have increased customer acquisition costs, while the differences in industry standards and the demand for personalized services are becoming increasingly prominent. High customer churn rates, low engagement levels among existing customers, and declining conversion rates for new sales pose challenges to the company's English training business. Therefore, one of the urgent issues that the company needs to address is optimizing its revenue structure by increasing the proportion of repeat purchases and referral sales. However, to achieve this goal, it must be built on a foundation of high customer satisfaction. Against this backdrop, consumer satisfaction becomes a key factor in measuring the success of an educational brand. For EF Education, as a leading brand in the industry, research on consumer satisfaction is particularly important. However, in recent years, EF Education's withdrawal from NPS evaluations and its practice of excessively pursuing sales performance may pose a threat to its long-term development and market leadership. This study aims to validate the necessity of consumer satisfaction, refine and update the satisfaction evaluation system, and explore improvement strategies by using questionnaire surveys, literature research. This study not only provides specific guidance for EF Education to enhance consumer satisfaction but also offers valuable references for improving service quality and competitiveness in the entire adult English education industry. Chapter one of this paper presents the contextual foundation of the study, underscores its importance, and outlines the structural blueprint. Chapter two outlines the adult English education industry and the profile of EF Education. Chapter three evaluates the current situation and issues related to satisfaction, products, and customer service. Chapter four designs evaluation indicators and questionnaires. Chapter five analyzes the research results and identifies factors influencing the level of satisfaction. Chapter six proposes targeted strategies to enhance satisfaction. Finally, chapter seven presents conclusions and prospects.

This study conducted a customer satisfaction assessment of the adult English training services provided by EF Education First and found that customers were dissatisfied with perceived value and perceived quality. They believe that there is room for improvement in the richness and customization level of the courses, as well as the quality of service. Customers also have higher expectations for the practicality of the teaching content, the innovativeness of teaching methods, and the customization level of customer service. Based on the problems and deficiencies identified in the survey, the study proposed a series of improvement measures, including the development of innovative and diversified personalized courses, the establishment of personalized service monitoring and support systems, and the formulation of healthy and sustainable marketing strategies, among others. These recommendations aim to help EF Education First prioritize satisfaction assessments, change the mindset and business model of prioritizing sales, and further enhance customer satisfaction to sustainably maintain the brand's competitiveness in the market.