东南三菱客户管理管理存在的问题及对策

摘  要
文章指出了汽车消费需求和汽车销售行业前端管理的特点，阐述了客户关系管理的有关概念，分析了东南三菱客户关系管理的现状，指出了三菱客户关系管理存在问题以下几个问题：没有树立以客户为中心的理念；缺乏相应的企业客户关系，管理制度不完善；缺乏必备的技术支持；客户信息零散分割且不准确；客户资料私有化。并提出了解决解决问题的对策：确定CRM策略，以客户为中心，强调服务；开展客户关系管理，提高个性化服务，完善管理制度；构建技术平台实现对客户的管理，提升服务水平；进行信息追踪，保障客户信息准确度；进行资料整合，建立相应的管理制度和激励机制。

关键词  客户关系管理；客户信息准确度；资料整合；个性化服务
Abstract
This paper has pointed out the characteristics of the front management in car consuming demand and car sales industry , and has expounded the concept of customers' relationship management, has analyses current circumstance of the southeastern Mitsubishi customers' relationship management , has pointed out the following problems existing in Mitsubishi customers' relationship management : not setting up the conception of centering the customers ; being lack of corresponding enterprise customers' relationship, the management system is being not well-organizer ; being lack of necessary technical support; Customers' information being scattered and inaccurate; Customers' data privatized. And having proposed the solutions to the problems: to ensure CRM strategy, to center customers , and emphasize services; to start the customers' relationship management, to improve the personalized service, to perfect management system; to construct a technology platform to achieve customer management, and improve the service level; to carry out information tracking, ensure the protection of customers' information accuracy; to proceed data integration, and set up a corresponding management system and incentive mechanism.
 
Keywords   CRM; customers information accuracy; data integration; personalized service

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