CHEBAIHUI Automotive Beauty Decoration Company Customer Relationship Management Case Studies

As the development of China economic, motor vehicle is no longer a luxury buthas becomes common in public consumption. Automotive beauty and decoration hasentered thousands of families that hold family motor vehicles. Automotive beauty anddecoration now is more popular and fashionable due to the vigorous development ofthe auto industry. Being a burgeoning industry, it is rising and has broad prospects fordevelopment. To keep competitive in the white-hot competition, automotive beautyand decoration shop must be good at2things besides having good products. First isintegrating internal management processes to make the internal operations moreefficient. Second is establishing and developing customer relationship management towin consumers’ favor and satisfaction. The final aim is to realize the max profits ofthe business.This thesis selects CHEBAIHUI Automotive Beauty Company as the subjectinvestigated. It starts from the investigation of system architecture consists ofcustomer and the current situation of the customer relationship management, focusingon the study about how the company uses its customer management platform toachieve their marketing goals and how CHEBAIHUI uses proper resources to providethe suitable strategic ideas and actions to the target customers. First of all, the caselists basic elements of the customer relationship management: customer orientation,customer identification and classification. Next, it separately sets out the four coreelements of customer relationship management through the case study ofCHEBAIHUI: building up customer contact, customer relationship development,obtaining customer satisfaction and win customer loyalty. Last, it analysis the effectof the implementation of customer relationship management in CHEBAIHUI, whichincludes: the enterprise value enhancement of CHEBAIHUI by customer relationshipmanagement, the core competitiveness enhancement of CHEBAIHUI’S brings bycustomer relationship management, the promotion to CHEBAIHUI internal processreset and the optimization of company culture by customer relationship management.This is the ages of customer-leading. There are plenty of customers in the marketbut not enough power which has the ability to understand and control customer.Customer relationship management is not only a strategic idea but also means tirelessefforts and continuous management. For CHEBAIHUI, it’s should be the customercharacteristics and contributing values that the company management needs tounderstand and manage. The company must set up the goals and make action plans to fulfill the customer requirement once the real customer requirement’s found out. Andall these actions must be customer-centric. Customer relationship management is afuture-oriented management. Allying with the customer is the deciding launch pad ofthe company future.