Research On Enterprise Customer Relationship Management Strategy

Due to the excess and homogenization of global products, the dominant development factor for enterprises change from product value to customers’ demands, in which case customers become core resources of the enterprises. With the improvement of social productivity and the progress of science and technology, the customers focused on product price and quality at the very beginning, then shifted their attention to product brands, appearance design and available conveniences, and finally put the emphasis on added values provided by sales attitudes, after-sales service, etc, as well as the trusting relationship between the enterprises and customers during long-term trade activities. Accordingly, a customer-oriented era has come upon us, in which differentiation advantages of customer relationship management will become a strategic focus.This article takes Company E as an example, which is a joint-venture company. The business of Company E mainly covers production and selling of communication equipment, and is a subsidiary company of Ericsson Sweden AB, which is leading the way in the communication equipment manufacturing field. However, the leading position of Ericsson in China is untenable, because equipment providers in China have narrowed the technology gap between them and Ericsson through fast technology advancement in the3G3and LTE4times. Among others, the cost advantages of those Chinese equipment providers make direct competition pressure on Ericsson. With the customer-oriented era coming upon us, in the communications industry with fast changes, the customer relationship management of Company E and Ericsson is less satisfactory when facing the increasingly fierce competition with other equipment providers. As a customer-facing supply project manager of Company E, the author of this article writes such an article and gets down to research based on the real working experience.First of all, the preface briefly describes the development trends of the communications industry, competition between equipment providers, and the features of the customer-oriented era that has come upon us, and analyzes the macro background of the researched object (Company E), like the economy, society and science and technology, so as to figure out the purposes and meaning of the research and make a breakthrough in customer relationship management of Company E to stand up to the market competition of the customer-oriented era. The research methods and thoughts will be based on the empirical research and customer relationship management theory of Company E.Secondly, in Chapter2and Chapter3, the author describes the two benchmarks of the research, theoretical body and empirical body. Chapter2focuses on the theoretical basis, theoretical connotation and derived understandings of customer relationship management, and deeply discusses about the establishment, development and trends of its theories, as well as its actual meaning for enterprises. In addition, the features and competition situations of the communications industry are also described, so as to indicate several key points of customer relationship management in the application of the communications industry, such as Key Account Management, Business Communication Management and Supply Chain Management.Chapter3is directed to the empirical analysis of Company E. It raises questions from the survey results of Company E’s customer satisfaction and failure cases of its customer relationship management, such as how to carry out the key points of customer relationship management and how to improve the current situations of Company E’s customer relationship management. From the survey results of the customer satisfaction, the author finds that there are two main problems occurring to Company E’s customer relationship management, which are business communication management and supply chain management. In order to solve the problem of business communication, this article looks back into the past and existing organization structure and business communication channel reforms of Company E and Ericsson and then finds out the root causes of the problem. Afterwards, this article deeply analyzes the defects of Company E’s supply chain management from the perspective of internal marketing and supply chain management.Thirdly, according to the theory description in Chapter2and the empirical analysis in Chapter3,it can be found that there are two major problems, business communication management and supply chain management. Next, Chapter4further analyzes the problems and works out the solutions with the past successful cases taken as benchmarks. In this way, Chapter4figures out several features of good customer relationship management, which include appropriate organization structure and business communication ways, successful integration of customer relationship management with supply chain management, successful integration of project management with key account strategies, and successful integration of internal marketing with external marketing.At last, based on the analysis in the previous chapters, this article gives some suggestions corresponding to the main two reasons for Company E’s low customer satisfaction—business communication and supply chain capabilities. The suggestions include adjusting the organization structure and business communication ways, and spreading and applying various integration ideas. Then, from the perspective of the author’s job position, this article analyzes the feasibility of the adjustment of the organization structure, and points out that the integration ideas should be implemented through internal workshops, internal training and large employee meetings.This article conforms to the logical order:figuring out problems, analyzing the problems, making benchmark comparison and deep analysis, and finally solving the problems. It analyzes the current situations and future adjustment policies of Company E’s customer relationship management, and gives suggestions accordingly. The research in this article is meaningful to the practical implementation for Company E’s development, and also provides reference for the evolution of the customer relationship management theories in the communications industry.