Customer Relationship Management Of BMW-Brilliance

How will the Chinese Enterprises of automotive manufacturer and sales face the more and more fiercer competition? The introduction of CRM (Customer Relationship Management) is undoubtedly an effective way to solve this problem. CRM is a newly introduced management system, which objective is to improve the customer relationship. The system implemented in marketing, service and the fields of technical support etc, which related to customers. On the one hand, it attracts and keeps more customers through providing quicker and circumspect service, and integrates the supporting system that includes foreground and background applications. Thus it can insure the customers' satisfaction, which directly related to the profits of the enterprise. On the other hand, it reduces the cost of the enterprise through all-round management to the operation flow.BMW-Brilliance is a joint venture that founded by BMW group in China in the field of automobile manufacturing and sales. It's helpful to sum-up the foundation and implementation of the CRM system of BMW-Brilliance, to discuss the strategy and detailed operation mode of CRM in automotive marketing. Thus can be used for CRM reference by the enterprises.This article follows the steps of CRM programming, to analyze the selection and operation of customer information management system, the foundation of call center, the design of the flow for the management of customer care and customer complaint. Find out the hidden trouble and problems in management to sales. Point out the advantages and weak points of the company's CRM system. Table a rational proposal of CRM perfection. After searching the enterprises' needs of CRM, further clarify the realistic meaning of founding a relatively perfect CRM system.