Research On Customer Relationship Management Optimization Of Xuzhou New Jinjiang Company

The quality of life of our people is increasing with the economic reform and development of our country.The demand for the quality of life is not only more quality,but the market of the service industry will be further expanded,but at the same time,the competition in the industry will be more intense.By actively advocating the improvement of customer relationship management,this article will enhance the competitiveness of Chinese hotels.This research is based on the case of Xuzhou new Jinjiang Hotel,first investigates the status of customer relationship management in the hotel through a questionnaire survey and comparison method to the employees of the hotel,and then analyzes the problems of the development of the new Jinjiang enterprise from the factors of market,industry,competition,system and personnel,and obtains the communication between the existing customers and the hotel.The empirical results show that the problems of the hotel development are as follows:there are problems in the existing customer communication mechanism in the hotel,which leads to poor customer information exchange;there is not a perfect customer information file,and the service tracking ability is weak;lack of sound and smooth handling procedures and mechanisms.The reasons are:the company has not used the customer relationship management system properly,the hotel customer relationship management concept has not yet realized the synchronous transformation with the overall management strategy,the existing management mode is improper,the development and maintenance of the new and old customers is improper.Finally,combining the theoretical knowledge with the actual situation of the hotel,the corresponding optimization strategies are put forward:the more accurate positioning of the enterprise,clear its own target market;optimizing the customer relationship management system,implementing the detailed classification of customers,and the employee training of the customer relationship management.We should build up enterprise culture by force,and do well the after-sale service work of the company and consolidate good customer relationship.At the same time,it gives the corresponding safeguard measures:to build a professional customer relationship management team;to build a customer satisfaction quality management system;to establish a customer relationship management performance assessment system.The paper can provide some experience and data for our customer relationship management and provide some suggestions and help for the future development of China's hotel industry.