Study On Customer Complaint Management Of Wangjie Company

With the progress of science and technology, to enhance the efficiency of production and people’s consumption consciousness awakening, the global economy gradually into the era of service economy. Enterprise realized it is more and more difficult to achieve the goals of profit growth just by increasing customer number. Customer number is always limited, enterprise must keep the viscosity with customer, and realize the old customers continue buying can guarantee the enterprise long-term development. As a scarce resource, customers are highly regarded by enterprises. They become a kind of precious assets of enterprises.In the competition of contending for customers an maintain the relationship with customer, technical quality and price to win the strategic is thought difficult to maintain long-term competitive advantage, only regard the customer as the center, use the high quality service to impress and retaining customers were considered to be the source of enterprise long-term keeping competitive advantage. So those theories of service marketing and relationship marketing were happened, both of them take customer satisfaction as the main research direction.Because of the service failure is inevitable, customer complain phenomenon is also inevitable. We must handle customer complaints effectively, if not it will lead to customer churn, or lead to those negative publicity accelerated to spread. So enterprises must face to customer complain problems, and manage them effectively and systematically.As a manufacturing enterprise base on technology and quality advantage, Wangjie company is caught in customer churn and competitiveness sliding down now. This article will dissect the present situation of Wangjie company, combining with the service marketing, relationship marketing and customer complaint management theory, try to established a complete set of customer complaint management system for the company, in the hope of improving the company’s service ability and level, make service become the new core competitiveness of Wangjie company.