Research On Small And Medium Customer Relationship Management Strategies Of Company D

Company D was established in the 1970 s and is an international express delivery company in the United States.After more than 40 years development,the company has established a strong and mature global air transportation network.Since 2005,Company D has increased its investment in information technology and strives to provide customers with outstanding services.With the development of e-commerce and information technology,D's contracted customers and the volume of freight are constantly increasing.It is difficult to meet the changing needs of the small and medium sized customers relying on the traditional customer relationship management and standard operating procedures.From the data of entrusted third-party agency shown,the satisfaction indicators of small and medium-sized customers are generally falling,and there are some fluctuations in specific transportation services.In addition,the churn rate of customers has also fluctuated.After interviewing the company's management and front-line operation employees,it was found that Company D's customer relationship management theory lags behind,customer information systems cannot be shared among functional departments,market segmentation is inadequate,and software and hardware of operating departments are not enough etc.Based on the characteristics of small and medium-sized customers and the needs of the express transportation market,this article analyzes and summarizes the customer relationship among current operation status of the marketing department,sales department,ground operation department,gateway operation department,and customer service department in the customer relationship management of company D;The management strategy has problems in the relevant front-line departments,thereby analyzing the areas where Company D's business departments and functional departments need to improve in customer relationship management,and classifying the theoretical requirements of customer relationship management,customer information systems,and target customer systems.Analyze and propose how to apply for the improvement strategies.In order to implement customer relationship management more effectively,by means of applying the questionnaire of small and medium-sized customers and interviewing with the management of company D to understand in depth the customer needs,expectations and strategies of company D in the relationship management,which identifies the problems and corresponding improvement strategies,and introduced in detail the preparation,implementation,control and evaluation of the improvement program in the implementation phase.In this article,by sorting out the relevant and basic theories in customer relationship management,it is specifically applied to the specific links in the actual operation of small and medium-sized customer relationship management,strengthening the company D's understanding of customer relationship management;improving the organizational structure of the sales department and customer service department,Optimizing customer information system and target customer information;set up a small and medium customer relationship management project committee to be responsible for and promote the project process.Which assures implementing more efficiently of developing and maintaining small and medium customers,improving customer satisfaction,increasing the market share of company D in the small and medium customer market,thus achieving the ultimate goal of customer relationship management.