Research On Customer Relationship Management Of W English Training Institution

With the development of economic globalization and Chinese market economy,the consumption level of people showed the increasing trend.At the same time,their demand for education is also growing.To meet the demand,education training institutions have become an important part of education in China.As one of the world common language,English has been paid more and more attention,and the English training market becomes more vigorous.According to the different customer groups and demands,the corresponding types of English training institutions arose and started to grab the market.Due to stable student resources and high customer satisfaction,education training institutions can develop well.While customer relationship management as the important source of competitive advantage and the key factor for enterprise success,the fierce market competition among training institutions challenges the traditional pattern of teaching and service,so education training institutions should "regard customer as their center".For W English training institution,customer relationship management(CRM)has become its current important task,therefore,it is very necessary to improve its customer relationship management ability,so that can make sure the healthy develop.Customer relationship management theory emphasizes the "customer-oriented",the enterprise internal departments need to work together and cooperate with each other.This article attempts to analyze the present situation of the English training industry as the foundation,the main research content focuses on the existing problems analysis of customer relationship management for W English training institutions and improvement measures,it has five parts.The first part is the introduction,it overviews the current situation of the English training industry in China,and puts forward the research topic of this paper,mainly including the research background and research significance,the research methods.The second part is the theoretical basis and literature review.This article contains the customer relationship management theory,education and training industry brings the particularity to the customer relationship management theory.It also reviews the research literature at home and abroad,summarizes and puts forward train of thought.This third part regards W English training institution as the research object,education training industry customer relationship management theory as the instruction,analyzes customer relationship management current state of W English training institution,and summarizes including low interaction efficiency with customers and incomplete service process.Based on the problems,the forth part is mainly about analysis of W English training institution,the reasons such as performance-oriented teaching management,imperfect teachers' incentive system,unclear target market,weak customer relationship management consciousness,also customer demands cannot be recognized clearly.Meanwhile,the interaction ways between teachers and students is not diversified.The last part proposes improvement suggestions including optimize service process and teaching system,improve teachers' incentive system,identify and fix on target market,improve teachers' customer consciousness,provide personalized customer service and diversify interactions with customers.At the end,it summarizes research,draw the corresponding conclusions.This paper discusses the customer relationship management theory in the application of W English training institution,analyzes the actual problems,and gives corresponding suggestions for improvement,and expects to improve customer relationship management of W English training institution.It helps to enhance customer loyalty and satisfaction,as well as fundamentally enhance core competitiveness.At the same time,this paper helps to enrich the relevant theories of customer relationship management in the field of education and training,provides valuable advice for other English training institutions in customer relationship management.Also it is beneficial to promote the development of the education training industry which has important practical significance.