The Research Of Merry Mart's Customer Relationship Management

At present, MerryMart supermarket's customer management is in a low level, it's still in the initial state. MerryMart introduced membership from 2001, there are about 600,000 members now, but member client salse is only 40% of total sales, 60% from non-member customers. Nowadays, MerryMart has only the information of members, no that of non-member customers, member customer information includes name, age, address and so on, a great deal of useful information is not collected. Now, MerryMart's CRM exists the following questions: customer classification is rough; customer information is not collected fully, a great deal of useful information is not collected; customer information collected is in a low level of use, targeted customer service is not strong; staff awareness of customer management is weak, no corresponding client management culture. These issues have seriously constrained the development of supermarkets and competitiveness.Through studying research of customer relationship management both at home and abroad, especially the outcome of practice, aiming at its own characteristics and management status, this paper classifies MerryMart's customer with ABC and decision tree method, and then it raises the customer management program for each type of customer. When analysis and designing the customer information, the paper doesn't only take into account the comprehensive and the usefulness of customer information, but also the feasibility of collecting customer information. The core of this paper is classifying customer and customer management program. Customer classifying, to the decision tree-based classification, to supplement ABC classification, in the basis of summarizing of customers' various characteristics, the paper classifies the customers. Customer management program, which raised by this paper, is based on classifying customer, at the same time, it takes into account the characteristics of the retail industry and the implementation of the program, final proposals for customer management programs is targeted customer service and high effectiveness of promotional strategies.