The Study Of Customer Relationship Management In K LTD

In current volatile market,K Ltd.faces shrinking margin,declining customer loyalty and possible long-term loss in China.To improve company competitiveness,K Ltd.(China)plans to apply a differential customer relationship policy to improve customers' profitability.This paper reviews the company's current CRM performance,and points out the defects on customer classification standards,policies in customer relationship maintenance,and appraisal standards.This paper sets up a customer-value-based segmentation system,and suggests a bucket of plans to improve customer relationship,including differential marketing policies,improve key account management,monitor customer value changes,etc.Besides,an optimized customer data management system is suggested to support future's customer data digging;a customer loyalty management plan is designed based on their loyalty type to improve value customers' loyalty.Lastly,some customer-oriented appraisal standards are introduced to encourage employees' more attention on customer relationship management.