Research On Customer Relationship Management Of HD Quality Certification Company

With the global trade interaction, the standardization is developed into global service which is used to be limited in states or area. Especially, the well-known certification bodies begin to set branches in China actively due to the frequent and extensive trade between China and Europe. HD company is one of the well-known Germany certificate body which is the study object of this article.At present, many manufacturing industry in China is facing the situation of production capability excess which has been spread to the certification industry. Additionally, there are some causesforcing the branches making adjustment to keep the market competitiveness, such as homogenization between each certification bodies and local bodies supported by government. HD company is troubled in such dilemma now. While, the CRM strategy is one effective way to break.CRM is focus on "customer" and work for the customer need, pursuing customer satisfaction and loyalty through one-to-one service to promote the profitability. CRM comprise:relationship marketing, customer segmentation, customer value, database marketing, one-to-one marketing, customer development, customer maintain, core customer management and so on. In this article, firstly, the knowledge of CRM is collating; Secondly, the current situation of the HD company is researched and discover the existing problems; Lastly, based on the CRM knowledge and experience of author, the improvement solution is proposed.HD company has the condition and basis for CRM implement. It will lead to success in marketing competition through perseverance and continuous improvement.