Zhuzhou Smelter Group Customer Relationship Management Strategy Study

In 1980's , people found that it is more and more expensive for an enterprise to get a new customer. Accordingly, some Marketing experts brought forward a new Customer-Relationship-Marketing(CRM) theory. The CRM theory points that even after the sale is over, should the enterprise maintain the relationship between its customer and itself. To build and maintain this relationship can bring long-term benefits for the enterprise. Based on the CRM theory, people develops some CRM ways, such as ways to detect Customer Value and ways to manage the relationship processes between enterprises and their customers.The Zhuzhou Smelter Group Co. ,Ltd is carrying out the Product-deep-processing Stratagem which is of great importance about its development. During the Product-deep-processing process, some marketing problems aroused show that it is instant to change the present Exchange Marketing Mode and carry out Customer Relationship Marketing in Zhuzhou Smelter. Especially, the Zhuzhou Smelter should find a way to solve these two problems: how to detect its customer value and segment its customers, how to effectively manage the interchanging and conversing activities between its customers and itself.This paper analyses the characters of the present Customer Value Detecting System in Zhuzhou Smelter and designs a Multi-Parameter Customer Value Detecting System , in order that the Zhuzhou Smelter can detect its Customers' Value and segment the customers more roundly.This paper also analyses the present interchanging and conversing activities that Zhuhzou Smelter have had with its customers. Based on the CRM theory, this paper analyses the Zhuzhou Smelter's shortages in managing these activities. And this paper researches how to build the Zhuzhou Smelter's Customer Contact Center and how to plan Customer-Contacting tasks for different customers, in order to make these Customer-Contacting activities more effectively.