Customer Relationship Management Research Of Company E

In the situation of shrunk product differentiation, technical barriers reduced, increased competition among companies, how can company take an advantageous position in the relationship marketing, how to win a bigger market share than its competitors, and how in order to have and maintain high-quality customers. With further research in field of customer relationship management, many companies have begun to focus on customer relationship management and its implementation, but the implementation and the results of majority of companies reveal unsatisfactory expectation after putting a lot of manpower and resources. The reason is simply understood, deem a customer relationship management as IT project is not sufficient, it should also include key elements of corporate strategic planning, organizational restructuring, business process optimization and so on. Customer relationship management theory defined the importance of the relationship management between company and customer. Through customer focus, to design and develop major business processes by using value chain theory, give customers satisfactory value, and ultimately improve customer satisfaction and loyalty, retain value customers. Be sure to fully improve the customer relationship management, in order to obtain the solid foundation of sustainable development.Based on the extensive literature search on the basis of customer relationship management, customer value and life cycle, customer satisfaction and customer loyalty, service value chain and service profit chain and in-depth study of the theory of asymmetric information on the company’s current status, extracted the current problems. From the view point of service value chain and service profit chain, analyzed the relationship between internal and external service quality, proposed several improvement suggestion of customer relationship management of company E.