Research On Customer Relationship Management Of KraussMaffei Company

As more and more companies begin to take" Customer is the Center" as the operation strategy, the CRM ability is already one of a key factors of the competiveness of the company, which has significant meaning to the sustainable development of the company. Though KraussMaffei is a leading company worldwide for its products and market position in plastic and rubber machinery industry, it also has to face up with fiercer competition day by day, both from conventional European/American competitors, also from the fast growing local competitors. As we all know that customer is the key factor for a company to sustainable development, How to develop new customers, sustain old customers, and explore deeper value from the customer, in order to keep the company developing sustainably is a must issue that the company has to consider carefully. There are a lot of factors in between, and I will take the point from customer relationship management, relate the theory with the current status and existing problems of the customer relationship management, find out the reasons to the problems behind, and raise corresponding solutions based these analysis, expecting to offer practical reference to improve the the customer relationship management of the company.As the biggest plastic machinery maker in the world, it gained stable and healthy development since it entered China market in 1998. During the early stage, since KraussMaffei was really strong in technology and market reputation, and the competition was not that much, and the customer just came to KraussMaffei directly while without almost any marketing effort. Basically, it was the seller’s market at that time, and the company almost had no customer relationship management concept at all. However, during the recent years, the peer competitors intensified their presence in China and the local competitors grew stronger quickly, so the market environment changed a lot. The company will face up with more difficult situation if the company does not make the change. One of the most urgent tasks for the company is to build a CRM system to improve the efficiency of customer relationship management, and boost the competitive edge in the new market environment.After simple analysis based on customer relationship and its relevant theories, we can easily find that the biggest problem on the customer relationship management of the company is lacking of the philosophy of customer relationship management and effective system, including messy organization of the customer relationship management function, no systematic classification, vogue customer satisfaction degree system, no customer value management. The paper studied the reasons to these problems, raised the solutions accordingly, and improved the customer relationship management system. I strongly believed that this paper will offer practical help to the customer relationship management system building.