I graduated from the University's research report, the sun drying outIn fact, very rare is after graduation has been dealing with the car, also gradually put into practice in theory, have a look now in the paper, in fact, a lot of enterprise if it is implemented, or good. For example, Wuxi's Chery service station, in the field of management is a mess, the management level of leadership is to be utterly ignorant of the theory of knowledge, always say satisfaction, to get high marks, I think according to their approach will never achieve, they are light practice, practice is a mess, but not a set of implementation plan and measures to allow them to comply, it certainly will not do, leading his in like this Honda, GAC, the basic quality of the staff are still relatively high, so their customer service is doing relatively well, but I think just because they follow such a pattern, how to achieve the highest customer satisfaction, it is in accordance with the book of theory to one one implementation, only today's effect, contrast. The following is the analysis of a CMR on the town in Jiangsu Jiangling Motors, a research is also the practice report.

Investigation Report

       For the analysis of JMC customer relationship management in the town of Jiangsu

This a few months internship in the town in Jiangsu Jiangling Automobile sales and Service Co., Ltd. since, let me benefit. The three main aspects of the harvest, one is through the process of direct participation of enterprises, learn practical knowledge, and further deepened the understanding of theoretical knowledge, so that theory and practice knowledge are improved, the successful completion of the mission. Two is to improve the practical ability to work, obtained some valuable practical experience for the work of employment and the future. Three is to provide the data for my thesis writing.

During the internship, I was lucky enough to have two training opportunities, one is in Nanjing car "new generation transit" listed on the professional knowledge training, and once in Shanghai, very satisfaction on all sales managers and their clients (DCRC CVP) training, two training let me learn a lot of basic education in the classroom is not knowledge, but also opened the field of vision, long knowledge, more important is the two training I collected many of the important data.

For the CVP training in Shanghai is to say, he is a seminar on the distributor three East East, a statement by Synovate in 2008 on the CVP project and the 2007 questionnaire and east east district three survey results, the training is one way CVP promotion, also let I have a general understanding of Jiangling and marketing team.

Jiangling high-quality team competitive capacity in the market, the macro policy assurance ability is the fundamental condition of extraordinary performance. Jiangling has a team composed of different color, different languages elite excellent occupation managers, a sense of responsibility and creativity of the staff team. This team is always due to the rapid change of the market, seize the opportunity, seize the opportunity, make the enterprise bigger and stronger, continued development. This team has an efficient implementation, dedication and wisdom of Chinese and foreign staff and perfect cooperation, so as to create the best commercial vehicle base China and Chinese strongest comprehensive automobile listing Corporation.

In the production, sales and service of "intensive and meticulous farming", establish high-quality goods consciousness, sustained attention to detail, it is an important guarantee for Jiang Ling to win in the market. Through each staff in improving bit by bit, get more subtle, so as to create quality, provide fine service. In sales, especially the "attention first, attention to detail". Because when directly face the customer, a small face, big to a promotion activities, all of these will reflect the staff and team's basic quality, service level and service quality. Business 1% errors, where the client is a 100% loss, so the "details" should reflect the needs of each client.

In order to improve the "customer satisfaction" (CVP) as the ultimate goal, which is to ensure that the most fundamental policy to provide the best service to customer, is unshakable principle.

Homogenization phenomenon of automotive products is very serious, many consumers in the face of numerous products, will have varying degrees of confusion. Product differentiation is one of the ways of sales growth, but the difference in service to meet the needs of customers to the maximum extent, it has become an important way to maintain the car manufacturer customer relationship, to obtain customer loyalty. It is very difficult in fact, service innovation, because consumers often see attractive faint, similar promotional activities, these similar promotions will not bring a fundamental change, only to provide differentiated services to create new performance. In this situation, "customer satisfaction" became a very high target service level. To achieve this goal we must try to please consumers, so that consumers benefit even gain increment value.

Jiangling is always in this keep advancing with the times, the ascension of the whole includes not only the product level, including service level. In the service level, they require more comprehensive, more deeply concerned about the interests of consumers. At present, the implementation of SUP Jiangling is dealer system (sales promotion) and JMC CARES (service upgrade) and CVP (customer satisfaction) project. For example, Ford commercial car franchise store is committed to providing more convenient services for customers, at the same time the implementation of "Jiangling / Ford commercial vehicle brand and retail facilities design guide" in terms of hardware, in order to improve JMC product image. Franchise Exhibition image combined with JMC CARES in-depth extension will greatly enhance customer satisfaction. In addition, Jiangling are key indicators for assessment of CVP agents, will also promote the customer service work effectively, improve the evaluation index according to the special technical training, so as to enhance the customer's customer service satisfaction.

Comprehensive upgrade to experience satisfaction and customer service customer satisfaction of JMC is increasing, but also make the Jiangling brand with good reputation to get better communication. Pay attention to the interests of consumers, and provide better products and more attentive service, which will make customers more satisfied.

At a training session in Nanjing, although the JMC sales manager for the new "new generation transit" of a professional knowledge training, but from the sales manager and other distributors, also collected some of JMC in customer relationship management (CRM) information.

The CRM market as a whole automobile enterprises gradually from the original blind to calm. CRM is the only software, is also a kind of management thought, as one of the strongest comprehensive strength Chinese automobile listing Corporation Jiangling, although has been aware of the importance of CRM, but is still in the primary stage of the development of CRM, suggesting that Jiangling Automobile Company to standardize the management of the whole also requires a process.

Application of CRM in domestic auto industry can be divided into four levels, each level because practice different roles are divided into a variety of features, even the same level the same role will also because of specific business environment and management factors and reflect the different CRM requirement.

The first level, service of call center based on. Hotline, sales and brand care aspects of motivation based on, most automobile manufacturers have established a call center system as a customer service center hotline, some of the strength of the dealers have also established call center system.

This level or more passive and active caring service to reflect the value, cost savings, improve customer satisfaction low levels. Typical representative: Shanghai Volkswagen, FAW Volkswagen, Dongfeng Peugeot Citroen Automobile, Futian Automobile, Jiangling Automobile etc..

The second level, customer information management and process management. Focus on customer information management is different for vehicle manufacturers, dealers and parts manufacturers, for the analysis of customer information file auto acquisition, is also different in the three different role, automobile manufacturers more is already purchase a car dealer customer information, more is the information management of potential customers and potential customers, parts manufacturers are more concerned about the maintenance and repair of customer information, customer information management for the entire automotive industry value chain is not a simple thing.

This level, many vehicle manufacturers through the ERP system and DMS (DMS) for part of the customer information management and business process management, but there are also some manufacturers to deploy professional CRM system to manage the customer information, at the same time, some manufacturers dealer system also established the CRM system, compared with the overall management of customer information. Parts manufacturers have started to pay attention to customer information and process, through the CRM strategy to achieve customer orientation. A typical representative, automobile manufacturers: Shanghai GM, FAW Volkswagen, Dongfeng Peugeot Citroen Automobile, Dongfeng Xiangfan wagon; distribution / repair service system: Shanghai GM dealers (Service Station), FAW Volkswagen dealers (Service Station); parts manufacturers: Dongfeng Chaoyang, East Cummings, Jianghuai engine.

The third level, customer segmentation, customer value, customer satisfaction and loyalty. This level is only based on second level improvement and accumulation is possible, because the positioning of customer segmentation and segmentation after the customer value, there is no information of customer information and process in detail is impossible. Modeling and analysis of real effective customer related data based on the accumulation, subdivide customer groups, and distinguish the customer value segments, which enables the realization of customer's difference treat.

When competition is fierce, how to attract customers and sustainable consumption, customer satisfaction is an important factor to ensure customer satisfaction, only the loss of. While second-hand replacement services current make the transfer cost of customers to reduce the pain and loss, is no longer what car, pay most attention to the customer satisfaction and loyalty will be customer oriented automobile industry problems.

At this level, because the domestic enterprise deployment of CRM is still relatively short time, so only a 2000 deployment of the Siebel system of Shanghai GM, can start part of analysis and prediction in the accumulation of customer data for many years. Typical representative: Shanghai general etc..

The fourth level, the enterprise value chain. In the car industry customer life cycle, to experience the automobile manufacturing, car dealers, car maintenance, second-hand replacement, car loans, car insurance, decoration, gasoline consumption, automobile repair, spare parts, car rental and other services. But these services, and is composed of different roles in the value chain of the whole automobile respectively, how to effectively manage the customer life cycle, means that the enterprise value chain of the whole automobile industry is must establish the enterprise collaboration system, sharing resources and management resources effectively.

JMC in CRM also call center customer service based on. Hotline, sales and brand care etc. based on the level of motivation, more passive and active care services attempt, its value is reflected in the cost savings, improve customer satisfaction low levels.