Research On Optimization Of Customer Relationship Management Of CY Apparel Compan

After nearly a decade of rapid growth in the women’s apparel industry,the growth rate is gradually declining.The contradictions between brands and distributors,the development of e-commerce platforms,the rise in commercial real estate rents,the ravages of the new crown epidemic and other factors have all posed great challenges to the women’s apparel industry.Coupled with the industry’s serious homogenization of products,highly overlapping target groups,extremely uncertain customer demand,have prompted the women’s apparel industry began to shift from the study of product ideas to the study of customer ideas.More and more companies are beginning to pay attention to customer relationship management,and gradually implemented CRM systems.However,the majority of women’s apparel companies implement CRM is unsatisfactory.By reviewing a large number of domestic and international research literature,I found that the research on CRM implementation from the perspective of the enterprise and the research on CRM systems from the perspective of software development lacked a connecting link between the two schools of thought.On the one hand,there is a lack of concrete examples of CRM implementation in women’s apparel companies.On the other hand,the lack of concrete examples of CRM implementation in women’s apparel companies on the one hand,and the lack of data interaction between multiple systems on the other hand,ignore the fact that the systems of most companies in this industry are not highly integrated.The author’s study of customer relationship management in CY was conducted over a period of six months.After analyzing the data from multiple perspectives of the research subjects,we found out the difficulties in developing new customers,the repurchase rate of old customers and the proliferation of inventory with high transfer volume.In the first line of research,the problems behind them were summarized into three aspects: individual competency of the guides,CRM system,and system and management process by means of customer interviews,expert interviews and applying the IDIC model tool in customer relationship management.Finally,by using the scale questionnaire for the terminal shoppers,the problems were identified as the obstruction of customer communication channels and the weakness of the shopper’s ability to make accurate recommendations.In the second line of research,we investigated the degree of information technology development of the company and identified the problem of data silos between ERP and CRM systems,and found that data silos have a negative impact on the ability of individual shoppers.The third line of research identified the problem of order placement and product allocation process without considering the data from the customer side from the phenomenon of stock surge and large amount of allocation.Combining the literature research with the identified problems,the author designed an optimization plan for the customer relationship management of CY,using information technology as an entry point and the optimization and integration of the CRM system as the main tool.It includes a number of initiatives such as reverse synchronization of sales data to CRM system,solving customer communication through enterprise We Chat,intelligent recommendation system to empower the terminal shopping guide and reverse influence on orders,thus reducing inventory and allocation volume.The process built a circular data link from the consumer to the product designer to the consumer.In the final stage of the study,the feasibility and effectiveness of the first half of the program was verified using a controlled group experiment,laying the foundation for the full implementation of the CRM optimization program at CY.