Research On The Optimization Strategy Of Customer Relationship Management Of W Internet Medical Service Company

The worldwide sweeping of COVID-19 in 2020 has greatly contributed to the development of Internet medical service industry.Leading companies in Internet medical industry have increased market launch,and more Internet medical service companies have flooded the market.To seize the historical opportunity in this critical wave,what Company W needs to do is that it must lay emphasis on customer relationship management(CRM)and grasp the trend of customer demand,so as to gain competitive advantage in the market.Therefore,in this thesis,Company W is used as the research object,theories,such as CRM,are adopted,and questionnaires and interviews are used to analyze the status quo of CRM in Company W and reveal its existing problems in CRM,and then corresponding improvement measures are proposed.The research results indicate that Company W lays excessive stress on short-term interest assessment and neglects customer interests;its customer service management model is backward and traditional,and the pivotal role of its online interrogation service center is missing;its information base of existing customer data lacks accuracy with chaotic planning layout;its customer classification is unscientific and lacks corresponding classification criteria;the accuracy of its customer satisfaction survey is not high,and the results of its return visits hardly reflect the reality.The main causes of these problems are: there is a lack of awareness of CRM in Company W;the company’s present management system is out of touch with the current environment due to the limitations of its inherent philosophy;its corporate culture has not been effectively integrated with CRM,and the information system of CRM is not advanced and relatively backward.In the future,Company W shall reinforce its own business philosophy,optimize the existing business processes and self-operated online interrogation service center with “customer-centered” idea,establish a special customer service department,improve and perfect the information system of CRM,carry out customer value identification and segmentation management,and systematically manage customer experience.This thesis is beneficial to filling the deficiency in theoretical research on CRM in the field of Internet medical service in China.The practical significance of this study is mainly reflected in CRM,which provides a reference for the same type of enterprises in society,enabling them to carry out corresponding CRM work in accordance with scientific theories in practical management.The unique research perspective lies in the distinctive innovation of this thesis.Currently,there are few papers on CRM of Internet medical service enterprises.And by conducting case study and constructing customer relationship model for CRM in the new field of Internet medical service,this thesis is useful to improve and perfect the shortcomings of existing research on CRM in Internet medical service enterprises.