The Current Situation And Optimization Of Y Company’s Customer Relationship Management

With the tightening of domestic online game-related policies,domestic video game manufacturers have turned their attention to foreign countries and opened up their own foreign markets.As one of the earliest game companies in China to export,company Y received a large amount of dividends in the early stage.However,with the increase of game companies that export abroad,company Y also faces greater pressure in its operations,and the loss of customers is more serious.For foreign customers,the original customer relationship management system of Y company is no longer applicable,and Y company urgently needs to optimize the existing customer relationship management system to stabilize foreign consumer groups.Based on the analysis of the history and current situation of customer relationship management,combined with the actual situation of the Internet game industry and domestic online game companies going overseas,this article attempts to explain the difference between overseas customer relationship management and domestic customer relationship management,as well as the actual problems in customer relationship management At the same time,according to the deficiencies of Y company in overseas customer relationship management,through research and thinking,try to solve the problems of Y company in customer relationship management and help the company improve performance by improving customer relationship management.Based on customer relationship value theory,customer life cycle theory,customer segmentation management,and customer relationship marketing theory,the article analyzes the current situation and problems of Y company’s customer relationship management.Through the analysis of company Y’s macro market environment,micro market environment,the status quo of acquisition and classification of core users,the status quo of customer relationship management organizations,and the existing customer service methods,Y company’s customer relationship management has a single customer relationship management method,There are three problems in the backward informatization of customer relationship management and the defects of the customer complaint handling mechanism.Therefore,this paper systematically proposes the improvement plan of Y company’s customer relationship management,including the organizational structure optimization strategy based on Y company’s customer management,and adopting different The customer’s corresponding customer relationship management optimization strategy,optimization of the existing customer relationship management operation process,improvement of the customer complaint handling mechanism,improvement of the information construction of user relationship management,and continuous customer service improvement plan are six aspects.