Research On NZ Customer Relationship Management Strategy

With the development of the market economy and the increase of disposable income, the demand on high-grade automobile is also increasing. It is a precious opportunity for NZ company which is the dealer of Mercedes-Benz. But NZ company is also undertaking unprecedented competition pressure because of the dense Mercedes-Benz dealer network and increasing workshop. Many customers switch to other dealers for automobile service, and the customers have higher price-sensation. Meanwhile, They have higher standard for service quality. NZ company should enhance the customer relationship management, especially on customer value, if it has the will to get the space in competition.Hence, the article take NZ company as the specific study object, and analyze the customers relation and value management problem and strategy from the perspective of customer value.The article take the method of literature study and linking theory with practice. At first, the article explains the theory and literature about customer value management. It gives the definition of customer, customer value, and also demonstrates the customer value is the core of CRM. Besides, it introduces the research result of the customer perceived value and the influence from customer value to satisfactory. The customer classification and loyalty theory is also demonstrated in the article.Secondly, the writer explains the customer relationship management problem of NZ company and analyzes the possible cause through studying on the customer relation development state of automobile industry and NZ company. The main problems are:1.the satisfaction survey is not complete. It doesn’t take customer value learning as base, and can’t find comprehensive customer value to enhance the customer retention, re-purchase rate.2.It has no competition strength in customer perceived value.3.It can’t tell the difference value of customers to provide the incentive event.4.The management level have no standard acknowledge on the customer loyalty to proceed the feedback event.At last, the article suggests as follows according the research above:1.Customer satisfactory survey has its limits and should take the customer value management as complement. NZ company can get objective acknowledge on the key value points and their weight, its own value supply level compared with competitors through the comprehensive survey.2. From the perspective of quality and price value, NZ company should build the customer service philosophy named "concentrate on customer mind, profession on behavior" to enhance the client perceived quality, cultivate the service culture, and build the competition strength.3. The customer sentimental value could be improved from the high quality consuming experience which is composed of staff, material, atmosphere, procedure, which based on the theory of customer experience and hedonism value.4. NZ company should build the completion barrier and the dealer brand culture based on product from constructing the "NZ Mercedes-Benz social platform" and "NZ Mercedes-Benz lifestyle" based on the theory of signal value and consuming identification.5. The customers should be classified and given the incentive system and it is helpful to improving the customer value to NZ company.6.NZ company should indentify the different loyalty customer and provide the incentive according.The author hopes providing the theory guide for customer relation management of NZ company, and provide the reference for theory study and practice of customer relation management of domestic automobile sales company through the study of this article.