Research On The After-sales Customer Relationship Management Strategy Of Beijing-Hyundai Auto 4S Store

This article uses the IDIC model in customer relationship management as the research theoretical basis,and selects a Beijing Hyundai brand 4S stores as the research sample(hereinafter referred to as A company),takes the after-sales service of company A as the research content,and uses IDIC in customer relationship management Model analysis studies the actual situation of customer relationship management in company A’s after-sales service.After-sales service analysis includes customized services,customer screening and identification,interactive communication,differentiated services,etc.,based on the results of customer relationship management evaluations.Relevant analysis of customer churn,customer satisfaction and customer loyalty,and based on the analysis results,put forward reasonable improvement suggestions and solutions.According to the results of customer relationship management analysis,we can understand the current after-sales service level of company A.From the perspective of customer identification,the after-sales department of company A currently has a large amount of customer information,and the customer information management system used by the after-sales department of company A can classify customer information.However,the accuracy of customer information collection and the timeliness of customer information update And there are deficiencies in the security of customer information management.In terms of customer differentiation,because the basis for customer value differentiation is too single,only considering the customer’s consumption frequency,it is difficult for the after-sales department of Company A to distinguish between customers,so customer differentiation analysis is also difficult to achieve.In terms of customer interaction,the after-sales department of Company A only adopts a few conventional methods,including service reception,SMS reminders,manufacturer or group activities,free rescue,and special lectures.The methods are relatively traditional and fixed.In terms of customer personalization,the after-sales department of Company A is in its infancy in personalized marketing such as maintenance product portfolio,system support and service marketing,and has not yet established the ability to provide personalized services to customers.In terms of customer relationship management evaluation,the customer churn rate of the after-sales department of Company A is high,and customer satisfaction and customer loyalty are relatively low.Therefore,the customer relationship management of the after-sales department of company A is still in the early stage due to lack of links and incomplete process execution.It needs to be analyzed according to the IDIC model,and the customer relationship management evaluation should be carried out in real time to strengthen Customer relationship,reduce customer churn,and improve the level of customer relationship management.In summary,the after-sales department of Company A should pursue the concept of"customer-centric" and instill the concept into each service staff.Through the IDIC model and customer relationship management evaluation and maintenance,the true needs of customers should be explored and based on customer differences.To provide customized products and services for personalized and personalized needs,enhance customer stickiness and trust in the after-sales department of Company A,reduce the loss of customers from the after-sales department of Company A,and increase the profits of the after-sales department of Company A.This is the value of this article.