Research On Customer Management For Excavator Dealer A

With the rapid sustained development of economic in China,there are more and more inputs of infrastructure construction,which makes increasing demands on the excavators.At present most of the excavator manufacturers use the way of agency factor to sell their products.The competition of excavator market, to a certain extent,is the competition of different brand in the same region of excavators. In the sale area of excavator,the quality of Service will directly influence the brand choice directly. As the excavator industry continues develop, competition only rely on product technology and price advantages in market is not enough. When the agent's core competence is gradually losing its competitive edge, the agents with rich experience began to improve customer service quality and enhance customer management to acquire new core competencies.The paper introduce the customer management of a well-known foreign brand excavators agent called A company, then it analysis how to implement customer management of the excavator dealer effectively. First, the paper divided company customer management into four parts. The first part is the pre-sale, including main market development planning and exploit of potential customers; The second part is the sales process, the main content is to provide marketing services, consulting and customer experience, customer credit management; The third part is after-sale, the main contents is after-sales service and customer management services; The fourth part is the customer information management, main contents is the collection and management of customer information and customer management. Since then, the problem of the four parts of the customer management were summarized and classified ,which were reduced into channels, people, process and marketing. Secondly, according to the problem, the corresponding improvement strategies were proposed, and policies were analyzed. Finally, according to Strategy proposed, the implementation of specific measures and suggestions were put forward.