Optimization Of Customer Relationship Management In Company B

The rapid development of economy has also led to overcapacity,serious homogenization of products and other negative situations.Small and medium-sized enterprises with inferior hardware resources such as manpower,material resources and capital need to realize that long-term profits can only be achieved by relying on customers and doing a good job in customer relationship management.It is not optimistic that most of the small and medium-sized enterprises are blindly carrying out customer management.Company B is a small and medium-sized chemical trade enterprise.It obtains customer resources through online precise promotion,and has an advantage in the number of customers and cost.However,due to the lack of attention to customer relationship management,it completely depends on the subjective feelings and experience of employees to serve customers,resulting in a high customer turnover rate,and the annual sales volume in the past four years has also stagnated.If company B wants to break the current bottleneck,it needs to work hard on customer relationship management,take measures to make customers satisfied and improve customer loyalty.So as to achieve the improvement of sales and profit growth.In this paper,B company as the research object,after consulting the relevant literature and learning the relevant theory,understand the background and significance of the topic.This paper analyzes the industry environment of the enterprise with Porter’s five forces model,and studies the basic situation of the enterprise,the characteristics of existing customers and the current situation of customer relationship management.From the four aspects of network promotion page,customer service quality,product quality and service,and the company’s satisfaction with customers’ expectations,this paper uses questionnaire survey as the main method,supplemented by sampling interview to collect customer satisfaction data on enterprise products and services,and obtains customer satisfaction index after statistical analysis of the data.Finally,through the satisfaction index analysis and demand analysis,the problems and deficiencies of customer relationship management in company B are diagnosed.Through the research,we found that there are three defects in customer management in company B:(1)there is no hierarchical management for existing customers,and customers with different values are not treated differently;(2)there is no standardization and systematization in customer communication,which needs to be strengthened and improved;(3)there is no emphasis on customer retention rate,customer loyalty,and no positive recovery for lost customers.In view of the above problems,this paper puts forward the corresponding optimization scheme,which is as follows:(1)apply RFM model to grade existing customers,and different levels of customers provide different service content;(2)improve the communication system of enterprises from two aspects of strengthening the internal communication and the communication between enterprises and customers,so as to ensure the smooth channel of customers’ feedback and complaints to enterprises;(3)improve the quality of service In order to retain customers and reduce the rate of customer churn,we should strengthen horizontal cooperation with customers,such as customer loyalty,actively recovering lost customers and strengthening network promotion with customers.This paper hopes to explore the ways and methods of improving customer relationship management of small and medium-sized enterprises through the actual case of company B.