Research Of Customer Experience Management Strategy In Jiangmen Hua-tong Toyota

Automobile Dealers, introduced into China by the Guangzhou Honda, with strong brand influence of automobile and the rich potential of the Chinese market, have developed rapidly. The financial crisis in 2008, and the events of Toyota and Honda recalling, caused the customer's credit crisis. Dealers are beginning to understand the influence of automobile brand alone can not make them to survive and develop, loyal customers is the basic of being century old shop.In this paper, taking FAW Toyota Automobile Dealers - Jiangmen Hua-Tong as example, I researched customer experience management strategy. First, I investigate the customer experience of feeling in Jiangmen Hua-Tong Toyota, drawing emotional curve, combining with JD POWER customer satisfaction survey data, to identify Jiangmen Hua-Tong Toyota in customer experience management problems. And then, I divided the dealers'business into two parts-sales and after sales, with the clue of customer experience process, identify the "key moment" in the process, and found out how to delivery"surprise"to the customer, left a deep impression to the customer, in order to cultivate customer loyalty.All along, automobile manufacturers require automobile dealers to improve customer satisfaction and strengthen the improvements, to promote the improvement of customer satisfaction. In fact, it is impossible to improve the weaknesses of all, whether in terms of cost or effort on both is not possible. The article more emphasis on how the customer experience management. This is the innovation of this paper. The shortage of this paper is how to ensure the customer experience in strategic management. I will explore continuously in the future.