Study On CRM Strategy Of KY Company

As a pillar industry in the field of energy production,the role of coal industry in China has been obviously important.Although the Chinese government is actively advocating that economic development and environmental protection go hand in hand,at the same time,trying to build a low-carbon clean,safe and efficient energy system,there is no denying that coal will still be the main energy in our country for a long time in the future.As is known to all,coal production is mainly underground operation with complicated geological conditions,electronic instruments under coal mine has become indispensable application equipment which demand for increasing high technical levels.As a national high-tech enterprise professional engaged in development and production of mine explosion-proof electrical and mechanical equipment,KY company has been attached great importance to the production,research and development of the high-tech,the turnover the company has also increased sharply year by year.However,since 2012,the contradiction between supply and demand in China's coal market has become more and more serious,and the market price has continued to fall which resulted in the increasing difficulties in business.Under the fierce market competition,the customer has become the important resources in the enterprise competition,in order to make full use of these resources to maximize the benefits for the enterprise,the idea of customer-centered management has become the consensus for most enterprises.Many enterprises have strengthened customers' relationship management,enhanced customers' satisfaction.The enterprise's strategy has been shifted from “product-centered” to “customer-centered”.In order to seek long-term development,improving the company's customer relationship management has become a major problem that KY company urgently needs to solve.This article,based on the review of the literature,based on the theory of customer relationship management,customer value,customer segmentation and customer loyalty,studied on the KY company's customer relationship management(CRM).Referring to the analysis results of the questionnaire,according to the interview of the staff and several representative customers of KY company,finally found that customer relationship management(CRM)of KY company has several problems such as the awareness of customer relationship management is not enough,customer segmentation method is not scientific,the construction of CRM system and customer relationship management process are not reasonable.Then put forward the corresponding improvement measures such as setting up the concept of customer relationship management,reasonably subdividing the company's customers,actively introducing the customer relationship management system and optimizing the working process of company's customer relationship management.