Study On The Improvement Of The CRM Of FC Company

Since the foundation of FAW in 1953,after 60 years of development,the annual production and sales scale has reached about 25 million in our country,which is ranking first in the world.China's auto industry has become an important part of the global automotive industry.But with the continuous development of the automotive industry and the complex market competition environment,the competition situation is hard,the profits of sales are poor and the after-sale service shows a multi-faceted competitive situation.For all the automobile manufacturers,Sales profit and service profit are still not support the development of enterprises.Under this trend,maintain customer and improve the relationship which is health,stability and durability between the customer and the enterprise are the key factors that determine the success or failure of automobile manufacturers.Therefore,the development of customer relationship theory management is crucial to the enterprise management,most automobile manufacturers have been introduced customer relationship management system which is based on this theory,and customer relationship management is regarded as an important part of enterprise management.FC Company is also concerned about the customer relationship management,and tries to manage the customer according to the life cycle theory.The main points are as follows:the management of customer relationship in accordance with the business segment is to support the business development;processing the customer problems is to improve the specification of the sales process and service process execution and to win more customer satisfaction.Therefore we can obtain the higher customer satisfaction and better customer reputation.This paper adopts the research methods of literature analysis,researches the theory of the customer relationship management and the related papers.This paper is also based on the FC company's business situation,to explore the problem of the FC Company customer relationship management and the reasons of the question.And analyze the opportunities and challenges which are faced by the FC Company,and the advantages and disadvantages of their own.Then put forward the way of improving the customer relationship management of FC Company,which is the solution to the problem of customer relationship management in FC Company:The solution is to establish the improvement plan which is fit for the current situation of FC Company.The plan establishes the modern customer communication channels from the customer data assets operation and management,effectively coordinates the customer contact and expands marketing of the customer relationship,and improves the customer relationship management method from the five aspects such as organizational change and so on,and develops feasible programs and monitoring means.Based on the above research,this paper aims to realize the innovation and the value of customer relationship management based on the integration and development of the existing customer relationship management resources of FC Company.In the business system of customer satisfaction and customer loyalty,we implement a consistent,positive,valuable and sustainable customer relationship culture;Based on the customer life cycle,full contact practice and strengthen the culture,we can meet the customer experience and the emotional recognition,achieve accurate interaction and continued high viscosity with customers,expand the scale of the loyal customer,and then establish a stable customers partnership;Finally,the FC Company change from"according to the product and the market" to "according to the customer relationship",enhance the company's core values,and achieve the sustainable and healthy development.