Study On Customer Relationship Management Of D Automotive Parts Company

Since the fierce competition among modern enterprises escalates day by day,the survival and development of all companies depends on their customer resources.Dealing with more customers means that enterprises can obtain more profits.Only by deepening cooperation with customers and improving customer satisfaction and loyalty can enterprises fundamentally ensure their profits.Therefore,the enterprise must always put the customer demand in the first place and make targeted management decisions to meet the customer’s service or product demand,so as to form a long-term stable cooperative relationship and achieve the long-term development goal.In this paper,while consulting many related literature,combined with the development history,the current state and also the future trend of customer relationship management,the writer further summarizes its theoretical core and internal meaning.In the next part,the paper introduces the mode and current situation of customer relationship management in D auto parts company,and makes qualitative analysis on its internal factors and external environment with the help of SWOT analysis.At the same time,it also organizes interviews within the enterprise to collect the opinions related to this study,carries out customer satisfaction evaluation research,and conducts SPSS quantitative analysis.Based on the theory of customer relationship management,this paper diagnoses the current situation of customer relationship in company D,and points out the problems existing in the aspect of customer relationship management in company D: the lack of effective management mechanism,the inability of effective organization structure to support the customer-centered management concept,the imperfection of employee incentive mechanism,and how to find the problems by analyzing the results of customer evaluation.In the last part,it puts forward improvement measures,such as optimizing the organization of the enterprise,improving the service process and also making amendments to the content of customer relationship management,scientifically subdividing the types of customers,improving the operation of human resources,and also the incentive system of the company’s service team,and continuing to deepen lean production to improve customer satisfaction.Through the analysis of the practical problems encountered during the process of customer relationship management in company D,the causes of the problems can be found out.This study not only helps better understand the theory of customer relationship management,but also provides suggestions for the enterprise to manage customer relationship.