Research On The Problems Of Customer Relationship Management In ZL Company

Customer is the ultimate foothold and goal of enterprise management.Maintaining good relationship with customers and improving customer satisfaction are the problems that every enterprise must take seriously at present.However,the current situation of customer relationship management in domestic enterprises is not optimistic.Faced with the macro-situation and practical needs of customer relationship management,this paper takes ZL Company as the research object,uses the methods of literature research,interview questionnaire and empirical analysis to carry out the research on its customer relationship management.The main contents of the research include: First,the background and purpose of this paper are introduced.It mainly answers the questions of why and how to study,and discusses the progress of CRM research at home and abroad,which provides important clues and basis for the research ideas,questionnaire design and Countermeasures of this paper.Secondly,it introduces the related concepts and theories,mainly discusses the basic concepts and objectives of customer relationship management,and the related theories applied in this paper,such as customer value theory,customer satisfaction theory and customer segmentation theory.Thirdly,the current situation of customer relationship management in ZL company is analyzed.The current situation of customer relationship management in ZL company is discussed from the aspects of customer service system construction,customer service content construction,information construction of customer management,customer performance appraisal management,distribution and quantity of main customers.Then,the problems and reasons of customer relationship management in ZL company are analyzed.Through interviews and the current situation of customer relationship management in ZL company,it is concluded that there are some problems in customer relationship management in ZL company,such as the difficulty of cultivating customer loyalty,the need to improve customer service awareness,the imperfect construction of customer service system,the lack of differentiation in customer service content and the lack of in-depth information technology,etc.The causes of insufficient attention,lack of comprehensive service talents,backward service marketing strategies and concepts are analyzed.This paper further introduces the analysis of the influencing factors of customer relationship management in ZL Company.Through factor analysis and regression analysis,the influencing factors of customer relationship management in ZL Company are analyzed.Finally,the paper introduces the solutions to the problems existing in customer relationship management of ZL Company.Aiming at the problems existing in customer relationship management of ZL Company,this paper first puts forward the principles and objectives of customer relationship management of ZL Company,and puts forward several ways to cultivate customer loyalty,increase customer service awareness and improve customer service system.Construction,pay attention to customer differentiation and hierarchical management,increase the application of information technology solutions.