| The idea of Customer Relationship Management (CRM) is an extension of the idea of automatic manufacturing of Post-industrial Age into the areas of sales and services. CRM, which has been greatly valued and widely utilized by many enterprises worldwide, has evolved into a customer information platform that sustains enterprise's internal resources management platform. CRM contains and monitors the information of all customers, helps maintain enterprise's sales and service operation, and ultimately improves enterprise's market competitiveness and customer retention capacity.In 2000, FAW-VW started to implement the CRM strategy, becoming the forerunner in the CRM field in China's automobile industry. In 2003, FAW-VW began to vigoroulsy promote CRM and established its first CRM system, with a view to increasing sales and customer service satisfaction and finally realizing a dynamic long-term growth. The CRM system has provided a unified channel for FAW-VW to link the external, and offered technical support to sales and customer service. Its major function is to integrate the customer information and sales service so as to enhance enterprise's core competence with the help of mordern media such as phone, short messages, fax and E-mail.FAW-VW's dealers and service stations, as the firms that mainly deal with automobile consumers, need CRM to help develop new customers and retain old customers, provide better services apart from professional working attitude, and find more new customers with innovative sales methods. The dealers need to be well-informed of the customers'requirements all the time, improve their service quality, let the customers feel the enterprise's care, maintain a smooth internal cooperation, improve staff's performance and moral cultivation, and finally realize an all-round stable development.This article, based upon the project management theories and CRM theories, has mainly applied the research methods as follows :1) research on the sales staff's ( service & management staff) need for CRM system2) research on FAW-VW's need for unified management of dealer's information3) research on FAW-VW dealer's CRM system4) research on FAW-VW dealer's CRM principles and functions5) Implementation plan for the FAW-VW dealer's CRM systemThe article also provides explanations about the CRM system's realization and its sustaining platform.Nowadays, the market has unavoidably evolved from being"product-centered"to being"customer-centered."As for FAW-VW's dealers, customer service is of vital importance, and they will gradually transfer from only concentrating on product marketing to weighing product marketing and customer service equally. Meanwhile, their working mode has also changed from a mode featuring separate"in-dealership sales"and"out-of-dealership sales"to a new teamwork mode that makes the two closely integrated.As for sales and service firms, the winners will be those who are able to keep developing new customers while retaining old customers. However, this needs to be sustained by a new set of sales and service mode, and needs the sales and customer service consultants to costantly improve their capability.FAW-VW dealer's CRM system provides four major functions of sales, customer service, marketing and study, as well as eight segments of customer service center, customer relationship analysis, team sales management, transparent channels management, club, customer loyalty management, knowledge bank management, and knowledge structure management, all of which are interlinked and can support one another.The customer service center's major function is to pass the concept of modern call center on to dealers and provide enterprise a unified customer service channel, while the customer relationship analysis segment may classify and analyze the customer information, providing technical support to enterprise's sales and customer service.The team sales management segment, as one of the essential functions of CRM system, is aimed to realize the standard sales and customer service flow, control every detail in dealing with customer, and also include big customer sales support and individual sales quantified support.The transparent channel management segment is an essential tool for FAW-VW upper level to have a clear and thorough understanding of nationwide dealers and service stations. It can collect the existing and potential customers'information, maintenance and repair information as well as the on-going sales development, and save the information to FAW-VW customer service station's databank. In addition, it can provide various charts and analysis to help FAW-VW upper level clearly learn the detailed information of dealers and service stations, and grasp the market situation.The club segment is to use portable memory devices to identify customers, provide consumption records of customers, and finally help improve the customer loyalty and enlarge business circle. In cooperation with the club segment, the customer loyalty management segment functions as a tool to manage all the club data, and provide various methods to analyze the data.The Knowledge bank management segment is a tool for enterprise staff to learn and share knowledge. It has rich sales information resources, including high frequency databanks, car models databank, books on sales, which may help enterprise straff have a reasonable knowledge structure. The knowledge structure management segment enables the sales staff to adjust their learning according to different individual needs, analyzes their knowledge structure through automatic interactive means, and offers suggestions on the content to be learnt and related learning procedures.The sales flow and service flow have been established on the basis of work flow concept. Every customer exists in a certain situation amid the sales flow or service flow, and the system will work to let the customer transfer across different situations according to his or her total contacts with enterprise and related judgement. For each customer, he or she may experience different situations, but finally will stop in a certain situation. It is a closed circuit between different situations, and any customer will exist in the flow from his or her first contact with enterprise till the end of the customer's life circle.The DS CRM system will enable FAW-VW to get a timely analysis of the sales development and market potential, improve customer's brand loyalty, monitor and optimize marketing activities, efficiently analyze the sales and service activities, learn the staff's performance, find and settle problems, and improve staff quality and customer satisfaction. The system will also help FAW-VW find problems in management of dealers and come up with measures, improve dealers'management capability, optimize their staff and organization structure, retain and share existing and potential customers'information, and protect enterprise's interests.The research on the building of FAW-VW's Dealer & Service Station Customer Relationship Management (DS CRM), will further consolidate FAW-VW's confidence in CRM. Based on an improved CRM building, FAW-VW will be able to enhance the management of CRM customer marketing, establish a training system for dealers to implement CRM, build customer value system, cultivate permanent customers, make profit and realize a truly integrated relationship marketing. |
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