Study On Customer Relationship Management

With the rapid development of network information technology,the management mode of enterprises has changed fundamentally,from the traditional commoditycentered management mode to customer-centered management mode.China’s household electrical appliance industry has made great progress in technology and market in the past 40 years,but at the same time,it is accompanied by fierce competition and serious problems of product homogeneity.In this context,household appliance companies to further deepen and optimize customer relationship management has become a top priority.Deepening customer relationship management,understanding the real needs of customers,providing personalized service for customers,and improving customer satisfaction have become the key of household appliance enterprises to occupy the market to the maximum extent.The purpose of this thesis is to find out k by analyzing the current situation of customer relationship management in K household appliance company there are problems in customer relationship management of household electrical appliance companies,and the existing problems can be solved by adopting strategies to reduce the loss of customers of K household electrical appliance companies.Improve customer satisfaction and customer loyalty,increase market share and expand the economic benefits of the company.Firstly,the thesis summarizes and analyzes the concept of customer relationship management,customer satisfaction,customer loyalty and customer value segmentation.At the same time,12 options are designed from the customer satisfaction,customer loyalty and customer value of k home appliance company to conduct a questionnaire survey.Secondly,through the statistical analysis of the questionnaire data,it is concluded that in the course of customer relationship management,the outsourcing company’s service details are not in place,the company’s maintenance charges are unreasonable,the company ignores the opinions of old customers,the company’s high repair rate of some electrical appliances,the Company does not attach importance to customer relationship management,and the Marketing Department does not collect customer data comprehensively.Then the thesis proposes to dig into the details of service,improve the professional level of service,standardization and transparency of charge pricing,implementation of customer recommendation reward procedures,strictly guarantee the quality of products and services,formulate the incentive plan for customers to buy again,improve the level of customer relationship management,establish customer big data,expand the collection scope of customer information,improvement measures such as improving accuracy of customer value segmentation.Finally,from the organization system guarantee,talent guarantee,fund guarantee to optimize the implementation of measures to guarantee.