Research To Identify Customer Needs In The Development Of Auto Parts

This paper examines how to identify customer requirements in project management of auto parts development. In view of China's automotive industry featured by a large number of automakers, diverse business nature and low technological development capability, being customer-focus and identifying the real requirements of the customer is the key for auto parts suppliers to achieve project success.Firstly, this paper examines the characteristics of customers in domestic auto industry and uses customer segmentation strategy in CRM to classify the customers into 3 categories according to statistical features that influence identification of customer requirements: nature of business, scale of business, the time they entered into the automotive industry, how they know about product development process and vehicle development, their competency in vehicle and auto parts development.Secondly, this paper analyzes RFQ of well-developed automakers in China, expatiates on the requirements of customers in the automotive industry and classifies customer requirements into six categories: quality, cost, time, delivery, safety and service, corporate responsibility. This paper also analyzes the differences in identifying the requirements of different customer segments, and examines the value of different customer segments based on market position of the products.Then, based on the classification of customers and their requirements, a customer requirements identification process starting from RFQ to design proposal study and quotation phase is formulated, with the requirements of different customer segments taken into consideration. This process is standardized method and will act as a project management platform to effectively identify customer requirements, by which the company can have quick response to customer requirements, improve customer satifaction and increase project success.Aware that some customers are not clear about their own requirements or do not know the technology and performance of auto parts, this paper also examines how to guide customer requirements.Finally, this paper discusses application of customer requirements identification process in real projects and checks its effectiveness by project success rate and customer satisfaction, and presents the summary and prospects.