Research On Customer Relationship Management For Automobile After-Sales Service

With the advent of a new era of information economy, network economy and knowledge economy, most enterprises of the automobile industry have established networked after-sales service system. The implementations of these information management system, leaded to the change of traditional communication modes, reduced response time of after-sales service, and rapid and accurate exchange of information between the enterprises and their service providers or suppliers. However, the increasing globalization of market competition has made customers the most important resources for enterprises. Thus enterprises which own the customer will win the market and the profit, and there is no exception for the automobile industry. Based on the existing business networked after-sales service system, how to build a new customer-centric after-sales service process to improve the satisfaction of customers is the reason for producing and developing customer relationship management (CRM) of automobile industry.Based on the after-sales service management system of an automobile factory in Shandong, this thesis studied that how to implement the "customer-centric" concept of CRM into the current after-sales service system. The design and realization of the key functions are proposed.The main research contents of this thesis are as follows:(1) Introduced the basic theory and latest progress of CRM. Then from the technology point of view, studied the key function module and related techniques.(2) Taken ZB automobile after-sales service management system as an example, analyzed the business requirement of automobile after-sales service, and realized the change and reorganization of the CRM process on the basis of the original process. (3) Selected the most appropriate solutions with the accumulated information of the enterprises. Analyzed the customer information using the classical statistical analysis methods on the customer archives, and then the results were used to actively care the customers by the enterprise. Designed and realized the evaluation algorithm based on the data of the service providers.(4) Taken ZB automobile after-sales service management system as the research object, studied the CRM system frame. Constructed the information flow of after service, and developed ZB CRM after-sales service system.(5) The conclusion of the main work and the expectation of the future work are put forward at the end of the thesis.