Research On Customer Relationship Management Strategy Of X Company

With the development of science,technology and the increasing of labor cost,the differences of product and management among enterprises are becoming smaller;the potential of digging internal resources is weaker while the competition is becoming much stronger.By this paper,the managements will find the outstanding importance of Customer Relationship Management,and learn more strategies to solve different issues happened in 4 phases of Customer Life Cycle.What's more,they can find how to effectively allocate limited resources to achieve a win-win situation between suppliers and customers,and ultimately maximize the enterprise profits.Based on above background and combined with customer life cycle theory,related party interviews and work experience,the author studied X company's customer relationship management strategy.Combining the theories of Customer Relationship Management?Customer Life Cycle?Customer Segmentation,the author not only analyses X company's competitors and customers,but also conducts customer satisfaction survey to analyze the problems happened in four phases of Customer Life Cycle.Starting from current CRM situation of X Company,this paper explores the improved CRM strategies for X Company in 4 phases including exploration,buildup,stability and decline,it mainly contains the following:(1)Based on the current operating status,organizational structure and Customer Satisfaction Survey of X company,this paper makes a comprehensive analysis of the current CRM situation of X Company,and find out the main problems and causes for X Company;(2)Get external environment reference for CRM strategy through the analysis of X company's competitors and customers;(3)By analyzing the characteristics and related strategies of the four phases in Customer Life Cycle,combining with the above two researches&RFM Customer Segmentation method,this paper find out the improvement strategies of CRM for X company.