Research On Customer Relationship Management Optimization Of Hig Communication Company

Since the development of communication technology from the 1G era to the 5G era,the market of comprehensive test instruments supporting the smartphone manufacturing industry has also developed along with the increasing popularity of smartphones.At present,the industry is in a period of development adjustment,and the number and quality of customers are declining.In the environment of continuous fierce competition in the supply market of comprehensive tester service,enterprises in the industry need to focus on how to retain existing customers with customer-oriented services and create conditions to stimulate customers’ repurchase behavior.Based on field survey and the interview of HIG Communication company,the company’s business market environment,industry positioning,business data,and analyzes the actual situation in view of the customer relationship management,create the HIG Communication company in the customer relationship management problems that exist in the process,mainly includes three aspects:(1)to identify and analyze customer value;(2)Reduced customer loyalty and customer loss;(3)Insufficient customer information management ability.Analyze the problems found and explain the causes of the customer relationship management problems of HIG Communication Company: Company focus on short-term interests,to meet the rapid clinch a deal the frequent switching,divided into the contact customer groups lack of customer lifetime value assessment and classification,because industry dynamic customer orders,volatility,familiar with and development of the frequent switching by HIG Communication company goal orientation,HIG Communication company cannot consider customers comprehensive evaluation value of past and current forecast on customer base for effective classification;The lack of differentiated customer relationship management,in the face of the repositioning and evaluation of high,middle and low customer value groups did not apply the overall differentiation solutions,the measures and methods for important customers are the same as other categories,the enterprise resources cannot be efficiently utilized;There is no loyalty management mechanism,no specific strategy for rapid response to customer technology,service and process,and no reasonable customer service system to improve customer satisfaction and loyalty and increase the loss rate of high-value customers.Lack of CRM management system set up and use,the company executives without full consciousness,to maintain the original enterprise operation mode in terms of customer information management,information is scattered and storage instability problems,leading to customer information acquisition and information analysis efficiency is low,cannot be converted into company technical support on marketing promotion.In this paper,the integrated use of customer relationship management theory,customer lifetime value theory,customer segmentation theory,put forward the HIG Communication company,the optimized plan for the customer relationship management(CRM)consists of customer value evaluation and knowledge classification optimization,change the former classification method,customer lifetime value and classification of the existing customer groups,found the key maintenance and focus on customers needs.Differentiated management and optimization of customers: eight optimization measures are adopted for high-value customers.Differentiated response to two types of medium-value customers can help enterprises cultivate and support potential high-value customers in the future and flexibly deal with low-value customers.Customer loyalty plan and promotion,use grateful customer plan combined with 8D standard,coordinate internal resources to improve the response speed of HIG Communication company in key technologies and services,and adopt absolute advantage resource preference attitude for high-value customers.Establish CRM management system,publicize the advantages of CRM management system in customer information collection and analysis to shareholders,decision-makers and all employees,sort out the mainstream software companies in the industry,and complete a customized plan suitable for the industry requirements and operation of HIG Communication enterprise.Through organizational adjustment,performance and incentive mechanism,staff training and enterprise culture as the guarantee of the overall optimization plan,through the implementation of the optimization plan,enterprises in the new communication industry development cycle,mutual benefit with customers,steady and far.