The Research Of Customer Relationship Management For Shenzhen Yuhua Enterprise Chemical Co.Limited

The core of Customer Relationship Management (CRM) is to upgrade the extent of automation of process mainly by constantly improving the processes relating to customer relationship such as sales, marketing and service, thus to maintain the relationship between the enterprise and its customers and to maximize profits from its customers. CRM requires the enterprise to treat customers from all levels and upgrade customer satisfaction and loyalty through efficient integration of the corporation culture, human resources and business process with the organization structure.On the basis of the current condition and existing problems of Shenzhen Yuhua Enterprise Chemical Co., Ltd, and by using SWOT analysis, this paper fully analyses this enterprise's industry characteristics and competition environment. The necessity of introducing CRM to Yuhua Enterprise is proposed. The author also puts forward the target of establishing CRM and the initial approach and method of establishing CRM system in this company.Considering the characteristic of the company, and in order to implement CRM successfully in Yuhua, the company should, firstly, manage its "marketing process", "customer situation", "customer satisfaction" and "customer cost", treat its customers as the company's assets, and upgrade customer satisfaction and loyalty by classifying customers and identifying key customers. Secondly, the author believes that the external customer satisfaction is originated from the internal employee loyalty, and the internal employee loyalty is the important source of the external customer satisfaction. And the paper proposes the approaches and methods of improving customer loyalty through internal employee loyalty. Thirdly, modern management conception and enterprise culture suitable to company's situation should be introduced. The sign of successful implementation of CRM is the acceptance by the staff for the new way of thinking and working brought by CRM. In other words, it means the integration of the corporation's internal culture with CRM pattern. Provided that the implementation of CRM is extensively accepted by both leaders and employees, that the corporation culture is integrated well with the new business pattern, the internal resources of the corporation will be allocated completely and efficiently under CRM pattern, and a customer-oriented learning organization will be formed. Fourthly, the integration of the customer resources and the company's internal resources is the basic aim of implementation of CRM, and it's also the important goal of CRM pattern itself. CRM requires establishing customer relationship management system combining with thecompany's current condition. In Yuhua's case, the main task is to set up a calling-center and customer satisfaction management system for customer representatives.By reading a lot of relevant articles and considering the characteristics and the management problems existing in Yuhua, the author tries to make some breakthrough in implementing customer relationship management in the aspect of strategy and method, and provide references for similar medium-small enterprises implementing customer relationship management strategy.