Research On Optimization Of Customer Relationship Management System Of CN Company

CN Company,founded in 2007,is a Sino-German joint venture specializing in the manufacture of high-speed turnouts.In recent years,the national “Eight horizontal and Eight vertical” high-speed railway network has been initially completed,the construction of domestic high-speed railway is no longer carried out aggressively.Because the demand for high-speed turnout is closely related to the construction of high-speed railway,and the demand for high-speed turnout has also tended to stabilize,which leads to more fierce market competition.For CN companies specializing in manufacturing high-speed turnouts,strengthening and optimizing the level of customer relationship management is undoubtedly a practical and effective way to improve the company’s market competitiveness.On the basis of using IDIC,this paper evaluates and optimizes the customer relationship management system of CN Company through five parts.First of all,the background significance of this research is expounded,the research framework and research methods are put forward,and the domestic and foreign research status of customer relationship management theory is expounded and analyzed.Secondly,the theoretical knowledge of customer relationship management,customer value theory and IDIC model are explained,especially the significance of IDIC model application is introduced.Thirdly,starting with the two actual operating data of CN Company,which are the customer number and the sales performance of high-speed turnouts,and combining with the market situation of the industry and the actual situation of CN Company,this paper finds out the factors that affect CN company’s customer relationship,and analyzes the implementation status of CN company’s customer relationship management system.Fourthly,on the basis of the application of IDIC,the overall optimization scheme and optimization objectives are put forward,and the customer identification ability optimization strategy,customer classification and differentiation optimization strategy,customer interaction optimization strategy and customer customization optimization strategy are proposed for the problems found.Finally,in order to ensure the smooth progress of the optimization for CN Company’s customer relationship management system,combining with the enterprise’s own situation,it is from the four aspects of the management measures guarantee,system measures guarantee,human resources guarantee and technical support guarantee to ensure the smooth implementation of optimization strategies.Through the use of customer relationship management theory,IDIC model and customer value theory,this paper makes in-depth analysis of CN Company and puts forward the optimization strategies of customer relationship management system,which is instructive to the implementation of customer relationship management system optimization in CN company,and provides a certain reference for the similar railway product manufacturing enterprises on customer relationship management.