| With the development of the times,the popularization of information,the overall improvement of material life,people are no longer limited to the problem of food and clothing,but excessive to the spiritual needs.Automobile has become a necessity for people to travel,and has become a popular tool for self-driving travel,and then led to the development of the automobile industry,the evolution of the automobile industry more and more fierce competition.Auto industry competition is no longer a technical competition,customers now more and more important is the product quality,value the service,value the product after-sales how.At present,4s shop is the first choice of auto sales mode in China,but there are lots of disputes about 4s shop,and more and more customer loss has become the normal problem of 4s shop.Now the 4s store competition model is not only limited to service and product quality,more is how to meet customer needs,how to improve the Customer satisfaction.Therefore,now,in order to win customers,want to keep the market,we must conduct customer relationship management in the enterprise,and in the future competition,customer relationship management is an indispensable means of competition.In this paper,JHBM automobile 4s shop is taken as the research object,according to in-store business service process,the customer group is divided into potential customers,new car customers,after-sales customers,this paper studies the problems existing in the use of customer relationship management,analyzes the problems,optimizes the customer relationship management,and puts forward the safeguard measures.First of all,this paper takes the basic concepts of CRM,the theory of customer segmentation and the theory of Customer satisfaction as the Theoretical Research Foundation,and then uses the research results of CRM at home and abroad for reference,thirdly,through case analysis,literature comprehensive analysis,investigation and research,we take potential customers,new car customers and after-sales customers as our research objects,to analyze the current situation of the enterprise,through the investigation and analysis of these three customer groups,to understand the Customer satisfaction,to analyze the existing problems of the enterprise,so as to address the problems,customer relationship management(CRM)for potential customers,new car customers and after-sales customers is optimized to improve Customer satisfaction,thereby increasing Brand loyalty and reducing churn rates.Finally,in order to fit in with the information age,JHBM automobile 4s shop takes data mining as a method in the whole optimization design,and Customer Relationship Management Information System Platform as the technical support.At the time of the delivery of the new car to let customers pay attention to the enterprise wechat public account,including the use of new cars,vehicle features,after-sales maintenance,event invitations,complaints and suggestions,and otherlinks,it embodies the service concept of“Customer-centered”.In addition,it makes new demands on the pre-sale and after-sale process,formulates corresponding process for system management,and improves the staff’s quality highly.Finally,to upgrade the Customer satisfaction,transform loyal customers,so that customers and enterprises can meet,for the long-term development of enterprises to provide a strong guarantee.Through the case study of JHBM automobile 4s shop,this paper aims to change the existing problems in the customer relationship management in the shop.Through the overall study,the final conclusion is that in the potential customer group,by subdividing the customers,t AP customer needs,develop sales consultant assessment to enhance the use of potential customer value sales consultants,for new car owners,mainly through improving customer care,hold a variety of owner activities,for after-sales customers,it is necessary to establish a complete complaint process,improve after-sales service,so as to reduce the loss rate and enhance after-sales customer responsibility. |
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