BMW Car Dealer A Customer Relationship Management Research

With the rapid economic development,China's automobile enterprises have entered a stage of rapid development.With the fierce competition of automobile enterprises,customer relationship management has become the key content of enterprise competition.Customer satisfaction has become the goal for every enterprise,especially in the premise of no differences in business processes,customer satisfaction will become more important in recent years,China's luxury car industry has entered a rapid development stage,the luxury car market competition,product homogenization of the increasingly high degree of substitutability,more and more strong,service mode tends to be the same,the customer's consumption behavior from the perceptual stage of the original into a rational stage,in a complex market environment,the simple product strategy,service strategy and other means can not be recognized by customers,and with the customers as the center,continuously to improve customer satisfaction,pay attention to customer relationship management of enterprises has become the only way to break the siege of the car dealer.In this paper,we will study how to use the customer relationship management system to improve customer satisfaction as the starting point of the BMW A,and combine the customer satisfaction model,system optimization,customer questionnaire survey and other research methods.Firstly,this paper introduces the theory of customer relationship management,customer satisfaction and customer satisfaction at home and abroad.Secondly,the paper focuses on the description of the current situation of the A customer relationship management system,and then analyzes the customer relationship management system.Based on the results of customer satisfaction questionnaire,this paper analyzes the existing problems in customer relationship management.The existing customer satisfaction evaluation model is analyzed by using four point graph model,and the results are verified.Finally,put forward to optimize the distribution strategy of customer relationship management,and customer satisfaction to customer loyalty level,design questionnaire for customer loyalty survey,eventually make the enterprise the customer relationship management in great effort at the same time,to obtain more satisfactory results.The innovation of this paper lies in the customer relationship management based on pay more attention to customer loyalty management,design the loyalty questionnaire,a full analysis of the survey results,improve the problems in management,realize customer loyalty,is the enterprise profit maximization.