Research On Customer Relationship Management Of A Rehabilitation Medical Device Company

In recent years,driven by national policy support,the acceleration of the aging process of the population,the increase in the number of patients with chronic diseases year by year,the increase in the number of pregnant women after the liberalization of the "multi-child" policy and other factors,China’s rehabilitation medical device industry has achieved rapid development.From 2014 to 2021,the scale of China’s rehabilitation medical device market will grow from 11.60 billion yuan in 2014 to 45.10 billion yuan in 2021,with an average annual growth rate of about 21.5%.In the future,China’s rehabilitation medical industry is expected to continue to grow.While the development of the industry is on the rise,the number of enterprises engaged in the rehabilitation medical device industry is also gradually increasing;at the same time,the national policies to support domestic equipment is a huge test for imported rehabilitation equipment enterprises.A company is a small and medium-sized German-funded enterprise,the main business is to sell imported rehabilitation equipment in China,the core competitiveness of customer resources,so in the current policy and environment,there is an urgent need to seek a more suitable customer relationship management system for better development of enterprises.This paper takes A Company as the research object,through literature research and theoretical knowledge to understand the background and significance of the topic.Based on the existing research success and experience combined with the company’s organizational structure and through the questionnaire survey,the existing problems of the company’s customer relationship management are explored:(1)the customer satisfaction is general,the customer classification is not clear,and the customer loss is serious.(2)The CRM software system is not fully utilized,and the software system has no data support.(3)Limitations of the company’s management concept and inadequate understanding of customer relationship management.In view of the above problems,this paper proposes the optimization solution:(1)Through the IDIC model,we reclassify the company’s customers,allocate resources reasonably,and provide targeted products and services for different customers,so as to improve customer satisfaction and loyalty and reduce customer churn rate.(2)Integrate the "customer-centered"management philosophy into the corporate culture,build customer empathy,attach importance to customer needs,and optimize customer resources.(3)Attach importance to the CRM software system,conduct technical training,and rationally utilize customer related data.In the end,the paper also puts forward the guarantee measures to ensure the smooth implementation of the optimization plan through the four aspects of organization,system,technology and talent.It is hoped that this study can serve as a reference for the same type of small and medium-sized rehabilitation medical equipment enterprises.