Analysis And Improvement Of Customer Churn Of After Sale Service In STW

Under the economic growth of China's economic growth in the new normal stage,the problem of excess supply and demand in the automotive industry is becoming increasingly prominent.The major auto brands are increasing their efforts to develop new products and accelerate the speed of R&D.The authorized 4S stores of each car brand will also face a more brutal competition and integration.The sales profit of new car is gradually declining,the profit of after-sales service will gradually become the main source of 4S store profit,and the importance of after-sales service is becoming more and more important.But with the introduction of adjustment policies and the influx of large quantities of capital in the post market of the country,the competition environment of 4S stores is becoming worse and worse.Especially the loss of after-sales service is aggravating,which seriously affects the survival and development of 4S stores.As an invisible product,service determines the service providers,colorful marketing modes,and constantly presents and creates various competitive subjects,renewing and changing the competitive environment.The operators of automobile after-sales service industry also use the service characteristics to drive innovative thinking,and compete in the competition situation,and compete for the market share of service customers.With the gradual intensification of market competition,the automobile after-sales service market has gradually changed from the original product centered to customer centered,forming a market driven mode guided by customer needs and customer relationship management.Therefore,customer churn rate has become a challenge that most enterprises have to face.The reduction of customer churn rate has also become an important strategic choice for service enterprises to increase customer retention.Therefore,the study of customer loss is becoming more and more important.This paper uses the theory of customer relationship management and satisfaction of the existing status and development of the industry is studied by literature research method;investigation and analysis of the loss of customers to the STW company existing base plate of each category with the method of investigation,and the existing active customer behavior and service satisfaction evaluation to analyze the cause of the loss of customers;the main factors that affect the loss of customers,customers do not know the vehicle warranty policy,lack of maintenance consciousness and forget maintenance,also authorize the 4S shop price,distance is also an important factor.In addition to reasons for customer churn,this paper used the method of case study analyze the case of some 4S shop customer service process,internal staff performance management,training and evaluation system,the 4S shop in the process design of professional service for packaging promotion in order to let the customer feel professional services and value in addition,4S shop service management,internal staff performance is too much emphasis on product promotion,service personnel wages assessment target output accounted for more than the proportion of customer satisfaction perception,will boost the output of build in actual customer experience.This will lead to customer reception service personnel in the interrogation process,not to solve the problem of vehicle fault responsibility,more use of information asymmetry trying to induce customers to spend more.It eventually led to the 4S store's internal management,which failed to make the customers have good experience in the service process,and let the customers feel the 4S shop service on the same level with the social repair shop or the roadside store.Customers thought that the 4S shop's maintenance and price were expensive,which eventually led to the loss of customers.According to the in-depth analysis of the reasons for the loss of the proposed termination of sales in STW automotive service channel management policy target configuration to strengthen the system function optimization and service brand positioning and promotion measures and into the factory,in the 4S times linked;store level,service process design needs to be transparent,the process of vehicle maintenance service staff monthly performance appraisal and output decoupling index,change and customer satisfaction indicators,methods and use the customer life cycle key control node of the effective management of customers.In addition,on the basis of previous research,innovation through a lot of analysis to establish a customer churn management methods and effective tracking index system,so as to realize the customer churn analysis and management effectively,reduce the rate of loss of customers,the company that STW car and other car brands,social repair factory and repair chain stores have significance.