Analysis Of Customer Relationship Management In ESC

With decelerated growth of global economics,China industrial companies are facing increasingly fierce competition.In the circumstances,customer becomes the key of competition.Thus,customer relationship management is becoming the hot topic in industrial companies.However,many companies have poor knowledge and experience of customer relationship management that considering it as relationship marketing or CRM system.Therefore,the performance would not be good.As study object,ESC is a typical industrial manufacturing company.As the China branch of a multinational group,ESC entered China in 2005.After high-speed growth in the beginning and lower down during global economic crisis,ESC finally finds the right way of customer relationship management and gains the excellent performance and loyal customers these years.ESC's success is rely on high quality product,professional sales team and high production capacity,and a very important factor-excellent customer relationship management.This paper analyzes and summarizes the process of its customer relationship management,combined with relevant theories,to find the successful way of customer relationship management.In the meanwhile,hope it can provide reference for other industrial companies.Firstly,this paper presents the basis and significance of the topic,combine with the research methods.Secondly,this study introduces the basic information and status of ESC.Moreover,the paper uses IDIC model to analyze how ESC implements customer relationship management in four steps:identify,differentiate,interactive and customize.At last,the author concludes the success experience and enlightenment of ESC customer relationship management.