Research On Customer Relationship Management Of The HW CNC Machine Tools Company

The prosperity of the commercial economy,the improvement of social order and system have made the community more and more aware of the importance of market competition.Market competition includes both product quality and corporate brand competition,as well as competition among corporate customers.Any enterprise that wants to stand out from the competition in the market and maintain sustainable development must put customer relationship maintenance in an important position.However,most of the current companies only look at re-development of customers and ignore the maintenance of existing customer relationships.They also do not realize the importance of system planning in customer management.Coupled with peer competition,low customer loyalty,resulting in new and old customers is very easy to lose in the case of companies do not pay attention,resulting in corporate economic losses.Therefore,it is necessary for companies to maintain customer relationships while developing potential customers,and to continuously consolidate their cooperative relationships with customers so that they can more stably implement strategies for winning business wars.First of all,this study collected and sorted out the new results related to customer relationship management published by domestic and foreign academics,and took an example of the HW CNC machine tools company as an object to deeply analyze its customer relationship management.Through reading a variety of theories such as management,a comprehensive discussion of the concept of customer management,management technology and management strategy,and consolidate the theoretical basis of the thesis.Secondly,after confirming the research object is the HW CNC machine tools company,it deeply analyzes the company's customer relationship management at the current stage.Based on the basic construction of the customer relationship management theory,comprehensive field research will be conducted.The survey results show that the current customer satisfaction management relationship of the HW company is only 3.045 points.For example,the functions of the department are chaotic,the product price plan is too single,the marketing method is too traditional,and the business process is too single,etc.Finally,for the customer relationship management issues,put forward suggestions for improvement,including establishing a correct customer relationship management perspective;optimize and improve the current performance appraisal mechanism,improve the incentive system;improve the recognition and utilization of customer information;enhance customer satisfaction,strengthen the customer's Sense of loyalty;Improve organizational structure,optimize current business processes;Strengthen product price marketing;Expand customer docking channels,improve credit sales levels;Establish customer relationship libraries;Introduce advanced customer relationship integration systems,etc.,expect these improvements to help the HW machine tools company effectively solves the problems of customer relationship management and promotes itself to better participate in equipment manufacturing competition.The inquiring results of this article will not only help guide the HW CNC machine tools company to carry out the maintenance of customer relationships scientifically and reasonably,but also provide reference for similar companies and make it more powerful to strengthen customer relationship management.