Analysis Of Customer Relationship Management In KraussMaffei Company

In recent years, as more and more companies begin to take" Customer is the Center" as one of the important operation strategies, the ability of handing the Customer Relationship Management (CRM) has been already one of a key factors to measure how competitive the company is, which is significant to the sustainable development of a 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 in recent years. As we all know, customer relationship is the key factor for the company’s sustainable development. How to develop new customers, maintain existing customers and explore deeper value from the current customers, to keep the company developing sustainably is a must issue that the company has to consider carefully.In this paper, the author firstly introduces customer relationship management and its relevant theories as the guideline of this research; then, the author analyzes the existing problems of customer relationship management in KraussMaffei company, reasons why caused such problems at the same time are also discussed; in the end, the author puts forward an optimizing proposal of customer relationship management for the company. Hope this paper could bring some practical reference to other similar companies to build up their CRM system while offer some lightening to the KraussMaffei.