H Company Customer Relationship Management Research

As market competition becomes fiercer and fiercer and homogeneity of products becomes more and more serious, how to effectively meet the unique needs of our customers become the focus of companies. Despite China’s IT market develops very fast, companies’ profits are getting lower and the pressure of technology upgrading is big. Good customer relationship management (CRM), particularly good key account management (KAM) becomes important for IT companies to gain competitiveness and gain steady profits. For H company, a IT manufacturer, to survive and develop in the fierce market competition and keep its competitiveness, it must manage well the important external assets-customers, particularly key accounts (KA)This article firstly studies the concepts of KA, KAM and CRM. Then it makes detailed analysis on consumers’needs of key account and practices of KAM in IT industry. By interviews, surveys and my working experiences for several years, it finds the problems of KAM of H Company. Through the above analysis, the article gives proposals to H Company on improving KAM.The proposals include the establishment of KA strategy, the reform of organization and carrying out the KA relationship management, customer lifetime management and the evaluation of KA satisfaction. It also suggests using sales process management and provides special service for KA. By applying CRM system, it will achieve unified interface and support to make KAM highly efficient. At last, it points out the way to guarantee the improvement.