Research Of Customer Relationship Managment For Ningbo ZW 4S Shop

Competition of automobile industry is more fiercely than any time in the development process. In the c urrent market, consumers beco me more an d more rational. At the same time, Products are highly homogenized. Under this background, core concerns of industr y competition has gradually transferred to improving customer satisfaction, so toward the suppl ier of the market, customer relationship management becomes more and more important. Customer’s value is also apparent.In the automobile market of China, Volkswagen 4S shop is few of the suppliers who concerned customer relationship management since just walking into this market. In the field of customer relationship management, Volkswagen 4S shop made a lot of accomplishments in the past history, while it also has its own shortcom ings and inadequacy. These i nadequacies are the places which need to be i mproved and advanced of Volkswagen 4S shop. This paper will use comparative analysis, literature review, investigation and interviews those different analyzing methods, and through combine with relative theori es, such as c ustomer relationship management theory, customer life cycle t heory, customer value theory and customers’ asset management theory, value chain model will be created out. This model will be used to connect the core business of Volkswagen 4S shop; maximize the value of c ustomer and improve the service level from sales and after-sales service two areas.Through the whole paper’s research, it is got that customer is not only the most important value of the supplier, but also the main resources of suppliers’ development. For the improvement and advance ment of customer relationship management, customer development is the basis job and also the key job. For Volkswagen 4S shop, it needs t o improve and strengthen th e customer r elationship through multiple approaches. Then customer information can be accumulated from the size. It is also good for customers’ information utilizing. Customers information will also play much important role in the proc ess of opti mizing customer relationship ma nagement. Basing on the current shortcomings of Volkswagen 4S s hop in customer relationship management field, this pape r also give some advice to perfect and improve the current status, such as strengt hening the analysis, strictly implementing the call-back system, introducing into mys tery investigator and s o on. At the sa me time, it also suggests that Volkswagen 4S shop to improve its service through relative service, such as automobile finance, automobile decoration and so on. In the service aspects, this paper s uggests Volkswagen 4S shop to establish and pe rfect the appointment service, concern customer c omplaints and deal with it as soon as possible. At the same time, for perfecting relative service, it also suggests to perfect other services, such as message inform, Special Lecture and free rescue etc.At the e nd of this paper, author points out tha t customer relationship management should be syst ematic. Through management’s perfecting and information’s collecting, data’s collecting, team’s building, process’ optimization, Volkswagen 4S s hop established Customer First c orporate culture and i mprove customer management level.