FAW Toyota 4S Store To Improve After-sales Customer Mastery Rate Research

The automotive production and sales of China has been worldwide No.one consecutively for five years.It has become the largest car market within the world.In the meantime,it also brings fierce car sales competition,which causes the new car sales have entered into the meager profit age.Comparatively,the automotive 4S dealerships have to divert more attention to the aftersales module of the business strategy.The main factor of the aftersales module is the customer base,which determines the prospect of the automotive 4S dealership itself.Due to the blowout of the cars sales market years ago,most automotive 4S dealerships have neglected the management of the aftersales customers then.It resulted in the intractable problems during the current period of manifesting aftersales important role,such as severe loss of the aftersales customers,negative growth of the customer group,etc.How to improve the customer retention rate has become the most important 4S dealers' operation issue.Taking Qingdao ALJ Toyota Motor sales and service Co.Ltd as the research object,this article leads to find some improvement direction through the company's successful experiences on customer relationship management and customer satisfaction improvement by using the research methods of genchi genbutsu,current status analysis.This paper is divided into six sections in all.The first section is the introduction.It mainly introduces the contents and methods of the research background and its significance.Also it involves the domestic and international researches on this topic.The second section is to introduce the business situation of Qingdao ALJ Toyota Motor.The third section is current Qingdao ALJ Toyota Motor customer retention rate survey retrieving a large quantity of first-hand data combining with “Toyota Ways of Problem Solution”,which is to find short board via multi-dimension and level data analysis under consideration of the customer groups.The fourth section is the present situation investigation and analysis on the reasons of the customer loss,finding shortage referring customer experiences via various phone call survey and face-to-face communications.Regarding the internal working station,the comprehensive control is being done via face to face communication and data summary.The fifth section is the improvement measures aiming at the shortage of formulation,the formulation of countermeasures is standing from the customer's point of view,which is enhancing customer value as the main line and taking MOT as thetime line on the basis of the work flow.The improvement schedule provides operational references for the automotive 4S dealership,who is confronting the declination of the customer retention rate.The sixth section is the conclusion,summarizing this paper.