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Customer relationship management - the example of Peugeot

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documents in English
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case study
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17 pages
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  1. Introduction
  2. The environment
  3. Product
  4. Marketing and communication
  5. Development possibilities
  6. The possible risks
  7. Conclusion

For a study on "customer relationship management", and to determine how a company interacts with its customers. the focus was on the automotive sector and more specifically, the Peugeot dealer. This concept of customer relationship management (CRM) overlaps with various aspects, such as targeting, retention, data collection, management database and so on.

As with all contemporary societies, customer relationship management has become a real challenge for Peugeot, and an essential tool for prosperity and even survival of the firm, as the customer is important in the automotive world.

In addition, external factors accentuate the importance of customer relationship management, namely the global economic crisis. Today, the customer is worth gold, and all means to attract and retain him are justified.

It is no longer enough to accommodate their needs in terms of technology, comfort, and security. A company must propose prices which are attractive, as this is an inevitable condition to making sales now.

This study seeks to answer the following question: what is the role of the RCMP in the organization of Peugeot, and how does the company carry out its policy of CRM?

The car manufacturer Peugeot is founded in 1896. Its headquarters is in Paris. The company belongs to the group PSA Peugeot Citroen (Peugeot company), which was formed in 1976. PSA is currently the second leading Europe behind Volkswagen. The company has internationalized to conquer the markets of South America and Asia.

As with all contemporary societies, the RCMP has become a real challenge for Peugeot, an essential tool for prosperity and even a survival tool of the firm, as the customer is important in the automotive world.

In addition, external factors accentuate the importance of the RCMP, including the global economic crisis.

Today, the customer is worth gold, all means are good to attract and retain. It is no longer enough to accommodate their needs in terms of technology, comfort, security, it must propose prices literally "broken" condition probably inevitable in making sales now.

In this perspective, this study has been conducted. It will be divided into two parts, focused on the RCMP Peugeot, seeking to answer the following question: what is the role of the RCMP in the organization of Peugeot, and how is the company to complete itsRCMP policy. Initially, the focus is on RCMP in Peugeot's strategy, then the second step, will determine what are the different tools used.

Specifically, it is the set of methods, tools or other software used inorder to respond flexibly to customer needs.Customer relationship management consists of 3 main areas:targeting, attracting and retaining customers. Companies try initiallyto attract customers, and once they have made their first purchase, it is to keep them.

The idea of personal relationship is recurrent in this area. It seeks to establish a direct and particular with the client to feel "special". Finally, another paradigm for the RCMP: loyalty is much more profitable than the conquest

Today, awareness requires trends to change. Dealers looking tofind better and better prospects, but also the buyers of their vehicles. With this in mind as Peugeot, which can be regarded as a pioneer in the field, has in recent years begun to develop the RCMP in its organization.

Tags: Peugeot, Customer relationship management, importance in automotive industry

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