Research On Optimization Of Key Customer Relationship Management Strategy Of Z Software Company

With the changes and development of customer relationship management theory and the changes in the competitive environment of domestic and foreign markets,the concept of customer relationship management has become the focus and difficulty of enterprise management.Some domestic and foreign enterprises have applied customer relationship management theory to practice and achieved certain significant results.Key customers are customers who can create greater value for enterprises and help them achieve long-term business goals.At present,research on customer relationship management is usually aimed at all customers of enterprises,and there is limited literature specifically studying key customer relationship management.Key customer relationship management often directly determines whether a company can achieve its expected development goals,and conducting in-depth research on key customer relationship management topics is of great significance.This paper takes Z Software Company as a case,takes the key customer relationship management as the research perspective,uses literature analysis,questionnaire survey and other research methods,takes the customer loyalty theory,customer value theory and precision marketing theory as the theoretical basis,and analyzes the current situation of key customer relationship management of Z Software Company from three aspects: key customer development strategy,key customer sales strategy and key customer service strategy,The main problems in the key customer relationship management of Z Software Company are diagnosed by using the method of questionnaire,it was found that Z Software Company does not attach enough importance to key account management,lacks the ability of key account service personnel,inaccurate definition and identification of key accounts,lacks personalized services for key account relationship management,and inadequate emergency management of key customer loss and so on.In order to solve the above problems,this paper combines the relevant theories of customer relationship management with the actual situation of Z Software Company,and puts forward the optimization strategy of key customer relationship management of Z Software Company: mainly including the establishment of scientific key customer definition criteria based on big data,the expansion of key customer source channels,and the establishment of regular update mechanism for key customers;Provide personalized service for key customers based on the needs of key customers,standardize the work flow of key customer service,implement classified key customer management,and increase the added service value of key customers;Based on the problem of key customer churn,build an emergency plan for key customer churn,build an early warning system for key customer churn,and strengthen the system for saving major customer churn and life cycle management.And from the three levels of organizational support,human resource support and technical support,it puts forward the guarantee measures for the implementation of the key customer relationship management strategy of Z Software Company.This paper selects Z Software Company as the research object,summarizes its current key account management status,and puts forward targeted solutions based on the existing problems.The ultimate goal is to provide valuable reference for Z Software Company’s subsequent customer relationship management work,and at the same time,it has important reference significance for other organizations in the software industry to carry out key customer relationship management.