Research On Customer Relationship Management Of Engineering Guarantee Business Of G Company

Project guarantee is a common practice in the field of engineering construction in the world.Its fundamental purpose is to introduce the third party guarantor to dynamically track the contract performance process of the construction party,which is conducive to the establishment of industrial credit system,guarantee the quality of the construction project,and also accelerate the pace of domestic construction enterprises to connect with the international market.The domestic engineering guarantee business emerged at the beginning of the reform and opening up.With the increase in the number and scale of domestic and overseas projects,the number of professional engineering guarantee companies is also growing rapidly,and they are also facing fierce competition environment.Therefore,for guarantee companies,establishing a good customer relationship is conducive to expanding market competitiveness and improving the profitability of the company itself.At present,there are few literatures that take the engineering guarantee industry as the research object to carry out customer relationship management.The in-depth study of customer relationship management based on the characteristics of the industry can enrich the research literature,and also provide research reference for the customer relationship management of the engineering guarantee industry.By introducing the engineering guarantee business of G Company as a case,this paper analyzes the current situation of its customer relationship management by applying relevant theories of customer relationship management,and puts forward the way to enhance customer satisfaction and loyalty to deepen the cooperative relationship,and excavate the contribution value of high-quality customers to open up new customer development channels.The research results can improve the effectiveness of customer relationship management of G Company,and also provide support for risk management of G Company.Especially in the context of intensified competition,only by establishing a good relationship with customers and building a close relationship of mutual benefit and win-win,can G Company continuously enhance its profitability and competitiveness.Based on this,from the theoretical perspective of customer relationship management,this paper introduces the customer life cycle theory,customer lifetime value theory,customer segmentation theory,customer satisfaction and loyalty theory,and conducts in-depth research on the current situation of customer relationship management of engineering guarantee business of G Company.According to the analysis,the problems existing in the customer relationship management of G Company are mainly the lack of product and service innovation,the serious loss of customers,the low value of high-quality customer contribution and the lack of customer development.To solve the above problems,the following optimization suggestions are put forward in combination with the practice of engineering guarantee business carried out by G Company: First,G Company needs to implement the customer-centered business philosophy,establish a sense of service for all staff and improve the service process to meet customers’ demands for project guarantee services.Second,strengthen the innovation of products and services,develop a flexible product portfolio and pricing strategy to meet customer needs,and innovate the existing service methods to improve customer satisfaction;Third,to develop retention plans for potential lost customers,through the construction of customer loss early warning mechanism and customer retention plans to reduce customer loss;Fourth,the use of advanced information technology to carry out customer value segmentation,reasonable evaluation of customer value and deep excavation of customer potential cooperation value,improve the contribution of high-quality customers;Fifth,improve the way to develop customers,expand the channels and opportunities to obtain customers.