Improvement Research On F Group CRM Based On Big Data

At present,the growth of China's auto sales will be reduced and the competition will be more intense,which requires the whole vehicle enterprises to provide the full range of quality services to the users in the life cycle of the entire automobile product.Customer Relationship Management(CRM)is a business strategy and continuous process that constantly strengthens communication with customers,constantly understands customer needs,improves products and services to meet customer needs,and aims to improve enterprises and customers based on the integration of information technology and management technology.The new management mechanism of relationship runs through the whole process of R &D,manufacturing,sales and service.One of the key elements of providing a full range of quality services for customers is to build an efficient CRM system,which can maintain complete user information,provide various extended functions,carry out fine management,and maximize value.F group is the leading automobile enterprise in China.There are several independent brand sales companies,and the current CRM system is not perfect.Specifically,the independent brand owns two passenger cars and four commercial vehicle sales companies.At present,the CRM system of each sales company can only support the business process and Department of the sales and after sales.At the level of sales companies,the CRM system of each company has not been fully expanded.The collection and application of customer data is mainly focused on product and service consultation,complaint management and activity notification,so it has been adjusted and improved for the existing shortcomings of the existing CRM system.Be imperative.First of all,in-depth research and interviews were conducted at the group level,the molecular company and the dealer level.At the same time,by consulting the company's accumulation,we analyzed the current strengths and weaknesses of CRM,and the opportunities and challenges faced by it.A joint venture brand car enterprise and an independent brand car enterprise,carry on the bid analysis,through the analysis of the results of the summary,sorting,confirmation,diagnosis and other links,clear the group CRM three aspects of promotion.They are customer principal data management,customer care management,re marketing management and so on.Among them,the main problems of customer master data management are low quality of data,incomplete data cleaning standard,not effective transmission to upstream and downstream,customer care,imperfect business process,lack of standard for customer care,and no understanding of customers.Classification and classification,though having a certain scale of customer index analysis,can not effectively understand the existing customers,and can't effectively carry out the re marketing.Based on the analysis and tools of large data,the quality of customer data is analyzed,which lays the foundation and support for customer classification,customer value model calculation,customer grouping,and then formulates effective CRM improvement plans and measures.