Research On Improvement Of Customer Relationship Management Of Hisun

Dongguan Hisun Transmission Technology Co.,Ltd.is mainly engaged in precision machining of auto parts.It is a medium-sized private enterprise with world-class machining equipment,mature processing technology and perfect quality management system.As the earliest manufacturer of auto transmission parts in China.With the rise of automobile independent brand in China,Dongguan Hisun Transmission Technology Co.,Ltd.has enjoyed the rapid development of automobile and brought dividends.But the rapid development of automobile industry,also has brought the crisis,with each big automobile manufacturer in the market battle,auto price war becomes so intense,and the escalating,automobile spare parts cost have been down,the threshold of the auto parts processing is becoming more and more low,lead to more and more companies join to the auto parts manufacturing,rushing to grab market share.As a deep auto parts of private enterprises,Hisun cannot escape the cruelty of the current industry competition situation,the company faces the cost and the double pressure and blow of numerous new entrants,faced with the risk of being replaced at any time,in this difficult moment,how to improve customer relationship management to obtain customer satisfaction and loyalty,reduce customer churn.However,it has become a serious problem in the development of enterprises.This paper takes the optimization of customer relationship management of Hisun Company as the research object and combines the relevant theories of customer relationship management as the basis.An internal questionnaire survey on customer relationship management by means of interview.In order to ensure the validity and reliability of the analysis of the survey results,the reliability and validity of the questionnaire results are tested.The questionnaire fully covers all aspects involved in customer relationship management,starting from four dimensions of customer segmentation,customer development,customer maintenance and customer recovery,aiming to understand the current customer relationship management status of the company and identify existing problems according to the current situation.According to the survey results,it is found that Hisun Company lacks theoretical guidance in customer segmentation,and the company has not formulated specific segmentation standards.The current segmentation is just a simple classification based on product types and ranking of sales amount.In the aspect of customer development,the lack of customer development channels,target customer database management;In terms of customer maintenance,no value stratification for customers,no VIP service for high-value customers;In the aspect of customer recovery,problem customers are allowed to exist,there is no early warning mechanism for customer loss,and there is no attention to "sleeping customers".On the basis of the survey results based on the customer stratification theory,customer life cycle theory,customer satisfaction theory and customer loyalty theory made the Hisun company customer relationship management system existing problem solutions and long-term development strategy,including establishing a perfect customer relationship management system,reduce the risk of the customer,improve customer satisfaction,to win customer loyalty,For the long-term development of Hisun company to lay a strong foundation.The optimization measures of CRM in this paper can not only improve the level and height of customer relationship management of Hisun Company,but also reduce the enterprise risk and capital loss caused by the lack of customer relationship management of Hisun Company.At the same time,it can also provide reference for domestic and foreign counterparts in the optimization of customer relationship management.