Research On Customer Relationship Management Of HAQD Company

Nowadays.the market competition becomes increasingly fierce,especially in the service-oriented industries in some professional fields.The demand of users for diversified and personalized service tends to continuously increase,which presents new challenges to all industries.Facing those challenges and opportunities,it’s better to consciously and actively use the information technology to transform and strengthen ourselves,gain loyal customers and create value for customers in the market competition to occupy a more advantaged position,so the customer relationship management becomes particularly important.However,the customer relationship management is a customer-centered development strategy to improve the core competitiveness and achieve the goal of rapid growth of the competition mechanism,and on this basis,it is the whole business process that enterprises need to carry out including the making decision,making selection,making efforts,making development and watching customers.Under such a background,and with the continuous development of modern management and marketing theories,many enterprises begin to realize the importance of customers.Therefore,it can been seen that the core of service-oriented industry is customer relationship management,as the effective customer relationship management system can help enterprises make correct analysis regarding the current and potential interests between enterprises and customers to retain the most valuable customers and develop then attract potential customers and hereby achieve higher interests.It is believed by more and more Chinese enterprises that building a flexible and efficient CRM system becomes the key to enhance the customer loyalty and their own core competitiveness.HAQD company belongs to HKG HA group,was established in Qingdao since 2004,with more than 60 staffs,director of Qingdao port and the Lianyungang port,both are in no non-vessel shipping as the main business,from ocean,air,and land transports to warehousing,logistics services,and consultation services to the industry.With the great help and the lead of HA group,HAQD keep in Qingdao market ranking in top 10 in terms of volume handling for years.In the face of such rapid development,then a bigger challenge in terms of customer relationship management(CRM)was presented to the company.First of all,through the study of related theories and documents regarding customer relationship management,both of the research background and the research value were presented,meanwhile the current status and development trend in this country and abroad,and the related research ideas and methods were briefly explained.And then,taking the company where the author works as the research object,through reviewing the relevant documents and theories of customer relationship management,the problems existing in the company were identified.For examples,the corporate culture and the customer management are not fully matched,the classification of customer relationship management is unclear,the mechanism of customer relationship management is incomplete,the customer information acquired is insufficient,the high-level talents are in shortage,and etc.Next,combined with the effective Customer Value Evaluation System,Analytic Hierarchy Process,80/20 Rule and Pyramid Model,the company customers were ultimately divided into four categories,including Platinum Customers,Gold Customers,Iron Customers and Lead Customers.Then,according to different needs of customers,different marketing and service strategies were provided,including the strategic alliances and customer project management for Platinum Customers,the customers demand mining in deep-level for Gold Customers,the frequent marketing for Iron Customers and etc.,which is a also most important part in this paper.Finally,some related safeguard measures were proposed,including the management system safeguard,the human resource safeguard,the organizational structure safeguard,and the customer churn management system and prevention measures.It is hoped that the capability of customer relationship management can be improved,the overall competitiveness in the industry can be strengthened,and eventually the profitability of the enterprise can be enhanced.