C Company Crm Initial Research

Customers are the precious resource for the companies, as well as why the companies exist in the market. With the more and more competitions, customers'satisfaction from the products and services is the key factory for companies'survivor and growth.C company is a global leading special chemical company whose headquarter based in Germany, business covers care chemicals, coatings, inks, lubricants and nutrition, mainly supplies raw materials and solutions to this industries. The prospect of Chinese radiate curing market attracts C company. In 2005, C company and a Taiwan company established a JV plant in Zhuhai, to manufacturing raw materials for the radiate curing market. The problem is how the sales can catch up with the capacity with different phase expansion.This paper studying how C company can improves customers relationships via CRM, so that increases customers satisfactions and loyalties, to secure C company's business sustainable growth and catch up with the expanding capacity.Through case study, this research bases on the CRM theories, the first step is to set up the data base, then segment the target customers, and provide differential"one to one"marketing services to the target customers. During C company's practices, the differential management includes marketing, sales and customer services. The practices showed that CRM can enhance customer relationship, strengthen core competitions, increase the marketing share and sales volume.