The Improvement And Implementation Strategy For ES Steel Trading Company’s CRM

With serious overproduction and limited domestic demand in recent years,steel and iron industry has been in poor situation and competition has intensified.From 2014,domestic economy has continued to face the pressure of downturn,the contradiction of oversupply in steel and iron industry has been sharp,product price has decreased greatly and competition has become more intense.It’s difficult for steel and iron trading enterprises to maintain continuing competitiveness,yet loyal customer relationship has relative stability and can eliminate the shock brought by market changes to some degree.Under the situation of austere internal and external environment and intense competitions,ES Steel Trading Company must be aware that customer resource is an important resource for the company,and it must attach importance to customer demands,resort to CRM to manage customer relationship effectively,and resort to good customer relationship to maintain continuing competitive edge.This thesis conducted research concerning CRM improvement plan and execution strategy of ES Steel Trading Company.This thesis used CRM,basic theories of CRM system,and theoretical knowledge and method such as relationship marketing theory,investigated into ES Steel Trading Company,collected CRM material of ES Steel Trading Company,and exchanged ideas with leaders and employees of ES Steel Trading Company,then it analyzed CRM management status quo of ES Steel Trading Company and its problems and deficiencies in customer relationship management.According to the analysis,the major problems were that CRM function was incomplete;CRM utilization rate was low;customer information management and utilization was incomplete,CRM execution was ineffective,and customer information resource was not fully used.Concerning the above problems,this thesis proposed the CRM improvement plan and execution strategy for ES Steel Trading Company,including improving CRM system function,enhancing departmental communication for CRM execution,enhancing CRM and ERP integration,and enhancing the improvement work of external CRM system construction.This thesis also proposed organizing guarantee,system guarantee,outsourcing method and tactics for CRM improvement,and proposed the establishment of CRM performance evaluation index system.This thesis suggested that CRM should be fully executed,and the company should truly carry out the policy of "customer as the foucus" to enhance customer satisfaction and customer loyalty,and strengthen comprehensive competitiveness of the company.Through the research,this thesis reached the conclusion that improving and executing CRM is an effective way to elevate customer value,fully enhance customer satisfaction and customer loyalty,and strengthen competitiveness of the company;besides,CRM improvement is also indispensable for ES Steel Trading Company.The author hoped that the research and conclusion of this thesis can bring beneficial reference and enlightenment to the routine management and operation of ES Steel Trading Company.