The Customer Relationship Management Of FAW-Volkswagen

As the birth of the new twenty-first century has arrived, it is essential that organizations change to carefully change to invest in their customers. Enterprises in many countries that achieve high customer retention and high customer profitability aim for: The right product (or service), to the right customer, at the right price, at the right time, through the right channel, to satisfy the customer's need or desire. The realization of this aim must by right of a effective marketing tool-CRM. CRM is to categorize customers much more effectively through the use of information and technology. The enterprise must improve sostenuto the satisfaction and loyalty of customers through the individuation communication so that to realize the payoff of enterprise. WTO has brought heavy competition to Chinese automobile industry, and each company contests hotly for its customer. Now the customer has higher valuation to autos, and they consider not only the price but also the price-to-performance, divert from the factors of quality, type and performance to auto-service. The new age of reasonable consumption has come. After ten years'development, FAW-VW has gained great achievements, but its marketing system focused on 4P(Product, Price, Place, Promotion) all along because of the easy competition. The shortcoming is that it ignored customer's feelings. When the competition becomes more intensive, auto companies must migrate from 4P to 4C which means consumer's needs and wants, cost and value satisfying consumer's needs and wants, convenience to buy, communication with consumer. So FAW-VW should improve its ability on satisfying consumer's needs and gaining them. This is in fact the core of CRM. FAW-VW considers CRM as its core ability to future competition and deployed its strategy in Year 2000. FAW-VW will realize three goals when it carries CRM to execution: 1. Integrate company's whole information CRM system can integrate the information when it collects consumer's data and analyze them. When inner and outer data come into the company, CRM filter and transfer then integrate the data. It keeps the data's consistency timely and facilitate the use of consumer's information. 2. Improve the Customer's Satisfaction Index By use of the information, the company's employees become more familiar with their customer. Then they can react quickly to customer's needs and shorten the waiting time, which reduce customer's complaints. 3. Improve customer's loyalty Customer Relationship Management theory can be used to manage the customer's life cycle. On the base of providing high quality service, dealers can improve customer's loyalty by providing individual service to customer with different needs when the customer becomes surprised。CRM is a system project, Faw-Volkswagen's CRM include Customer Service Center,Customer Data Management ,Knowledge Management,Database Marketing. I. Customer Service Center It includes disposing customer consultation, order, complain, customer contentment investigation, market research, and so on. As modernized service measure, Customer Service Center combine computer Technology with correspondence Technology to promote enterprise stratagem into a new lever。Customer can touch the individual service from Customer Service Center through such channels as phone, fax, E-mail etc. Through kindness and decency service Customer Service Center will usher enterprise culture of FAW-VW. So Customer Service Center will gain more customer and it can become the strongly facility of FAW-VW. II. Customer Database Management By establishing and implying BW database depot system ,FAW-VW integrates sales Database, repairing database, customer database of Customer Service Center and improve authenticity and integrality of database to form its valuable treasure. BW database depot system stores information of all customer, aggregate customer sale behavior and repairing data, analyse customer's behavior. On the result of analysis, precise and effective marketing strategy can be designed. III. Knowledge Management Through establishing knowledge management system, all product,price,sale,service activity information can be combined and it is the important source of FAW-VW information. FAW-VW's centralized and integrated knowledge platform replaces its former separate information resource that scattered in different departments. This realizes the knowledge accumulation of FAW-VW. Knowledge management system is the base of resolving customer's consultation,order,complaint and provides advanced information technology to Customer Service Center. It also improves the communication flow between customer,Customer Service Center and other departments . IV. Database Marketing To classify the customers according to the potential value, and develop different strategies for different customers groups. Integrate all the marketing methods and systems, and develop corresponding implements. Four main measures have been taken with the FAW-VW database marketing: customers acting processes management; customers obtaining management; customers life periods management; customers loyalty management. Although only five years faw-vw customer relationship management has experienced, the ideas of customer relationship management have blossomed and achieve results in the customer relationship management system. 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