Research On The Strategy Of Customer Retention Of Imported Volkswagen In SXXFT4S Store

In recent years,with the rapid growth in car ownership,the competition between car dealerships hots up.As profit of car sales reduces,the main profit growth point of dealerships has gradually changed from the sales to after-sales service.However,due to the introduction of various national auto market adjustment policies and the influx of a large number of funds in recent years,car dealerships are facing a more and more severe competition environment.How to maximize reduce customer churn rate and enhance customers retention is one of the important problems faced by the major car companies.Therefore,how to effectively build customer trust and enhance customer loyalty has become a key to the survival of dealers.As an old auto dealer established for 12 years,SXXFT imported Volkswagen also faces the practical problem of customer maintenance in its after-sales service.Taking SXXFT as an example,this paper makes an in-depth analysis of the current situation of after-sales service operation data and after-sales customer management.Combined with the investigation and analysis of current customer satisfaction and telephone survey of lost customers,the paper summarizes the main key factors affecting customer retention:price and location,service value,relationship and trust,and customer management mode.Based on this,the author puts forward the improvement ideas of "strengthening the value by service","highlighting the cost performance by strategy" and "winning the trust by system".Firstly,this paper formulates specific service value strategy.To enhance customer value perception,car dealerships should make service tangible.Secondly,car dealers should develop a maintenance project package,diversification of the strategy,in order to highlight the maintenance cost performance.Thirdly,the different customer retention strategies of high-value customers and unstable customers are formulated.By this way,car dealers would enhance interactive touch points,establish service commitment,and achieve the purpose of establishing customer trust,so as to promote customer loyalty.Through the above research and measures,it is expected to make targeted improvement on the after-sales service of dealerships.The measures play a positive reference and guidance role in maintaining the market competitive advantage,improving customer satisfaction and enhancing customer retention rate.