Research On Customer Relationship Management Of Kun - Guang Network

The theory of company management has developed from the focus on product, technology to market and customer focus, and now the emphasis is on the relationship with customers. During this process of development, customer relationship is becoming more and more important. The researchers in the present academic circles and practice managers agree that the most important rule of making profit is to take the customer as the center to win customer loyalty. The theory and practice related to the customer relationship has become the focus of public attention. At the same time, because of the aggravation of the market competition and more and more cross-border development, the former state-owned monopoly of broadcasting and television industry is shocked by internet video industry and communication industry shocks, the living space is more and more serious. At present, the lack of customer relationship management in the radio and television industry is a practical problem. Therefore, the newly developed customers quickly lost. Although every year we lead to new development of tens of thousands customers, but after deduction of the dormant customers every year, new customer development ratio is very low. If there is no understanding of customers we will not be able to retain customers. What measures should be taken to any else customers, what market activities to take on customers, and to take what extent solicitude mode, can continue to develop customer’s satisfaction and loyalty are the enterprise customer relationship management issues to be considered.This essay is based on the theory of customer relationship management, and takes future development trend of customer relationship management as the basis, to Kunming Broadcast Network Company as the research object, combined with, takes a thorough analysis of the status of the existing customer relationship management and put forward the optimization strategy in details.First of all, by learning and drawing lessons from the research of domestic and international customer relationship management works and literature, the essay summarized the future development of content and customer relationship management trend. At the same time, the essay conducted the research to the theory of customer relationship management, customer life cycle theory, using the index of customer satisfaction and customer loyalty model theory. This paper described the research status of Kunming Broadcast network development of customer relationship management, and pointed out the necessity of customer relationship management, which laid the foundation for the optimization of the strategy and plan for the next step of customer relationship management.Secondly, through the empirical analysis of the survey to develop customer relationship strategic management Kunming Broadcast, the essay made clear the development goal of customer relationship management from the management and strategy, organization, technology, to determine the process and business model requirements, so as to formulate the planning and strategic direction for the implementation of customer relationship management. At the same time, according to the strategic objectives and customer relationship related theories, the essay conducted the research to the whole process of Kunming Broadcast Network’s customer relationship management, including the establishment of the customer relationship, customer relationship maintenance, customer relationship of destruction and recovery and according to the different types of customer status for management, customer information collection and maintenance, measure customer classification management, customer satisfaction, measurement of customer loyalty, customer churn reasons analysis and restored strategy to sort out the contents, develop customer relationship management system suitable for Kunming Broadcast Network, which plays a key role for it to obtain long-term stable development.Thirdly, the customer relationship management needs not only theory, but also technical support and combine with the company’s current business management system, in order to achieve the best effect of management. The existing business management system application Kunming Broadcast network of customer relationship management based on call center, the construction of customer service system for the customer base and BOSS business operation support system is the core of the relationship management application, which will be the theoretical analysis and the actual work closely together, and have a great role on the enterprise customer relationship management capability.Finally, performance of management shall work together with financial return on investment for the implementation stage to enable customers and enterprises to maximize the benefits, forming a win-win situation. By determining the content of CRM performance measurement, analysis and evaluation of customer satisfaction and customer loyalty in the way, operation and performance analysis on CRM index, analysis of CRM return on investment, the Kunming Broadcast Network existing customer relationship management optimization. Only in this way, customer relationship management can be more scientific, and effectively guarantee the implementation of, evaluation indicates the adjustment and improvement direction for performance.The author wishes that through the study of the theory and business case analysis, applied to the customer relationship management in Kunming Broadcast Network to the great role in promoting the enterprise customer service quality, customer satisfaction and customer loyalty, so as to improve the enterprise product market share and profit, to a certain extent in order to boost the enterprise profitability and within the industry competitive ability.