Research On Optimization Strategy Of Customer Relationship Management For C Overseas Study Company

With the continuous development of the Chinese economy,people have put forward higher requirements for international education,which has also led to a surge in China’s study abroad business.Although the epidemic has had a certain impact on the study abroad business,today,after the epidemic has passed,one of the key issues that study abroad companies are considering is how to obtain a place from competition in the complex market environment.This article takes C Company for Studying Abroad(hereinafter referred to as C Company)as the research object,focusing on the direction of customer relationship management in the study abroad industry.It uses IDIC theory,customer loyalty theory,and other related theories to conduct research on the influencing factors and empirical evidence of C Company’s customer relationship management.Firstly,by analyzing the theoretical research and development status of customer relationship management at home and abroad,and combining with the actual situation of Company C,in-depth interviews were conducted with internal employees and senior management of Company C from four aspects: identifying customers,distinguishing customers,interacting with customers,and customizing customers.The problems in Company C’s customer relationship management were summarized and analyzed.Secondly,by reviewing existing research theories,propose the influencing factors of C company’s customer relationship and construct a model,and conduct research hypotheses and validation separately.Using C company’s transaction customers as the research object,the factors that affect C company’s customer relationship are divided into product factors,brand factors,service factors,and after-sales factors,and are used as four independent variables;Customer loyalty is used to represent customer relationships,which are subdivided into two dependent variables: attitude loyalty and behavioral loyalty.The questionnaire used a scale question format and was distributed and collected online,resulting in 420 samples being collected.Through multiple tests and empirical analysis such as reliability testing,correlation analysis,and multiple regression of questionnaire samples,it was found that all four independent variables have a significant positive impact on the customer relationship of Company C.Finally,based on the empirical results,optimization strategies and safeguard measures were proposed for C company’s customer relationship management.Propose optimization strategies from the perspectives of technology,customers,channels,and marketing,such as building a comprehensive data application platform,optimizing CRM systems,conducting customer value identification and differentiation management,and optimizing customer communication and follow-up mechanisms.And proposed safeguard measures and suggestions in terms of value chain management,strategic thinking,business processes,and human resources.Through in-depth research on this topic,we aim to provide theoretical support,practical basis,and development suggestions on how to optimize customer relationships,enhance customer loyalty,and further improve the retention rate and transaction rate of overseas students in the field of studying abroad.