Customer Relationship Management Strategy Research For Changchun Toran Automotive Parts Co.,LTD

As a traditional industry in China,auto parts manufacturing industry had been rapidly developed with the gradual improvement of the market economy in recent years.Since the number and scale of related enterprises have been expanded,the competition among industries become increasingly fierce.How to maximize customers’ value turned out to be widespread focus among auto parts companies.Even though more and more companies have set up the concept of deal with all of customers’ surroundings as the most crucial target,but limited enterprises will succeeded to achieve this target.That means how to learn about it with the increasing customer demand,optimize customer experiences & exceed customer expectations is increasingly difficult to enhance customer satisfaction & need to be resolved by the auto parts companies.Changchun Toran Auto Parts Co.,Ltd.,will be as a case to discuss in this paper(Hereinafter referred: Toran).Through research and reference in recent years to get a brief understanding of customer satisfaction and customer relationship management method from related documents and cases.Specially to understand the factors which affect customer satisfaction and the countermeasures to improve it,as well as customers’ application and management direction of relationship management in maintaining customer relationships and improving customer satisfaction.Based on this,we propose solutions in these areas: First,customer order fulfillment rate improvement strategy.Second,product quality management strategy.Third,just-in-time supply strategy,and fourth,customer relationship management information system construction plan.In the era of big data popularized society these days,it is more important to think about how to use methods and management strategies to improve customer satisfaction regarding customer relationship management.How to serve the company’s operations better with the help of current technology is worth to consider.In the current fierce market competition environment,customer resources can be regard as the most important resource for enterprise development.How to maintain customer relationships,achieve long-term sustainable development,and obtain additional market competitive advantages is a key subject for management level to explore.The enterprise must keep customer as the center,serving everything for the customer,in order to win the favor of the customer,and ensure the long-term stable development of the enterprise.Based on relevant theoretical foundations of problem discovering,analyzing and proposes corresponding strategies for improving the customer satisfaction of Toran Company,including customer satisfaction in the performance appraisal,focusing on improving Toran company’s logistics delivery achievement rate,quality control and price management,corporate brand and other countermeasures.Furthermore,a new customer relationship management model needs to be designed,meanwhile,pointing out the strategies and measures for the re-engineering and management of the customer management team of Toran Company’s auto parts products.Hopefully this research will promote customer satisfaction,provide positive affections & references in customer relationship maintenance in future.