The Optimization Of Customer Relation Management System Of A Automobile Company

With the acceleration of globalization and increasingly fierce competition, customer satisfaction will be the objective of every enterprise. Particularly, the business processes are almost the same, so the customer satisfaction will be more and more important. In recent years, China’s auto industry has witnessed both rapid development and furious competition in the automobile market, in addition to the increasing product homogeneity, higher product substitutability, as well as more and more identical service pattern. What’s more, the customer’s consumption behavior has entered the rational stage from the original perceptual stage. Therefore, the pure product strategy, service strategy and other marketing methods can’t be recognized by customers in a complex market competition, instead the customer oriented service, continuous improvement of customer satisfaction and development of a unique brand have been the effective weapon helping the automobile enterprise get through the crisis.Based on the case study of Auto Company A that utilized customer’s relationship management system to improve customer satisfaction, the paper made the analysis combined with customer satisfaction model, system optimization, and field survey on customers, etc.Firstly, the paper reviewed the related theories and models of customer satisfaction, as well as the research conditions at home and abroad.Secondly, focusing on the current situation of customer’s relationship management system in Motor Company A, the paper carried out the comparison so as to highlights the advantages of A Company. By optimizing the existing customer’s relationship management systems, adopting before and after comparison, and launching the field survey on customer satisfaction to stress the achievements, the paper finally proved that the optimized customer’s relationship management system is more efficient to increase customer satisfaction.Finally, through questionnaires on customer satisfaction, it was found that the optimized customer’s relationship management system is able to enhance customer satisfaction. With the quadrant diagram model, the analytical results were further proved. Therefore, it is necessary to adopt the modern technology rather than the traditional management methods. In domestic auto industry, more and more companies will run this system to manage their businesses. With the upgraded information technology, customer demand can be better satisfied and the enterprise can become more competitive in the market.