Research On Problems Of Customer Relationship Management In HN Advertising Corporation

In twenty-first Century,with the advent of the era of big data and the advance of the information technology,the advertising industry is developing forward rapidly.In the importance of CRM has become increasingly prominent,the competitive advantage of the modern enterprises gradually shift form products and sales as the focus of the traditional management mode to the customer resources.The level of customer relationship management is the core competence of enterprises,is the foundation of Enterprise Survival,an important resource for enterprise development.In the face of changing uninterruptedly about external circumstances and internal problems,HN Media Corporation has realized that good customer relationship is the essence of the enterprise competition as a small and micro enterprise.Enterprises need to improve customer satisfaction,by improving the customer relationship management system,in order to improve the competitiveness of enterprises in the industryIn this paper,it takes HN advertising agency as a study subject.Firstly,it introduces the research background and the related about the theory research achievements and research status of Customer Relationship Management at home and abroad in this paper,in order to exact the systematic and comprehensive literature review on customer relationship management Secondly,it uses analytical tools to make a comprehensive analysis of the industry and the company itself to make a comprehensive analysis,in order to provide support for the company's in-depth study on Customer Relationship Management's Status Issues.Then,it introduces the actual operating Situation of HN advertising agency and use a questionnaire survey of 400 corporate clients served by HN advertising agency.It statistically analyzes data on customer satisfaction,customer loyalty,customer behavior and more.It is found that there are some problems in customer relationship management,such as inaccurate collection of customer information,lack of planning of customer information reserve,low level of customer relationship management,lack of systematization of CRM,lack of insufficient customer segmentation,lack of insufficient importance of customer relationship management,unsuitable commission management system,lack of professional degree of relevant service staff,unreasonable organizational structure design,low efficiency of business process management,etc.Finally,put forward to build customer-centered corporate culture,set up customer relationship management system,optimize organizational structure,improve business process,adjust salary and commission system,strengthen staff training and plan management,customer differentiation,customer relationship maintenance into performance appraisal system,etc.At the same time,it ensures that the HN Advertising Agency's customer relationship management issues can be successfully implemented from the organizational structure,funds and technology,as well as the applicable performance appraisal incentive system.Through the research on Customer Relationship Management of HN Advertising Company,the paper hopes that solving the problem of customer relationship management,improving the level of comprehensive service,improving Customer satisfaction,and gaining customer loyalty.While promoting the company's business stability and development,it also enriches the case studies on Customer Relationship Management in the advertising industry as well as the entire advertising industry.It has certain theoretical and practical significance to provide especially useful Reference and enlightenment to many advertising companies of the same phase and type.