The CRM Current Situation And Improvement Countermeasures In Aftersale Service Of Chengdu Kobelco Construction Machinery(Group) Co., Ltd

With the market changes from seller's market to buyer's market gradually, the development of different kinds of modern manufacturing management and improvement of manufacturing technology the differences between productions tiny, and our enterprise is aware of the importance of individuation of our customers. So CRM is the most important factor for the competition between enterprises.CRM classifies our customers by using the information and technology and by individual communication, we constantly raise our customer contentment and thus our faithfulness. So that we can meet the customer need to an extreme while making profit. And get the mutual benefit in the end. What's more, customer evaluation criterion is enhancing, from just comparing the price to the properties of price, from just comparing the quantity and characteristics to attaching importance to after-sale service.Under the circumstances of product technology and quality almost same, after-sales is became an important factor which affect customer satisfaction degree, meanwhile became the key link of CRM. With the analysis of KOBELCO Chengdu construction equipment after-sales service system and CRM current situation, the author draw up some strategies to deal with it, details as follows:nurturing stronger sense of services among after-sales service team, improving customer file management and customer complains handling programme, setting up customer satisfaction degree evaluation system, strategy how to improving the satisfaction degree of key accounts etc.