Research On Optimization Of Customer Relationship Management In M Company

In recent years,a new round of scientific and technological revolution and industrial change is booming,information technology is leading economic development and social change,in the policy,industry,technology and other factors to promote the construction industry,the level of application of enterprise information technology has improved significantly,the pace of industry enterprise information technology construction further accelerated,with the increasingly fierce competition in the market product homogenization problem is serious,the differentiation of enterprise performance is becoming increasingly obvious,the competition between enterprises from the original Product or technology competition has changed to service competition.How to improve customer relations,accumulate customer resources,enhance the core competitiveness of enterprises and promote the healthy development of enterprises has become a huge challenge for industry enterprises.This paper takes construction information technology enterprise M company as the research object,conducts in-depth study on the theories of customer relationship management,customer satisfaction,customer segmentation and customer life cycle,and at the same time draws on the high-quality customer relationship management quality experience of domestic researchers,through a combination of qualitative and quantitative methods,systematically and comprehensively analyzes four aspects from customer characteristics,customer development management,customer maintenance management and customer loss management,etc.We clarify the current situation of customer relationship management of Company M,and investigate the satisfaction of five aspects including concept satisfaction,implementation satisfaction,service satisfaction,product satisfaction and behavior satisfaction with the help of questionnaire survey on multiple customers,multiple business lines and multi-level organization types of Company M.We also conduct internal staff interview survey according to the results of questionnaire survey,and make a comprehensive study to find out The main problems and causes of customer relationship management were identified to provide improvement directions for subsequent optimization.Based on the results of the survey,we combined the practical experience of some domestic enterprises and the actual situation of Company M,and came up with the optimization measures for the customer relationship management of Company M.The optimization measures firstly clarify the goals and ideas of transformation,and provide guidance for the optimization of customer relationship management,and secondly propose nine optimization measures in three aspects: customer development management,customer maintenance management,and customer loss management.The main content includes expanding customer development channels to improve development efficiency,establishing and improving customer information management,refining customer classification and grading management,promoting differentiated customer service configuration,integrating service resources to improve service efficiency,enhancing customer interaction and communication to improve satisfaction,establishing a database of lost customers for regular analysis,and establishing a customer loss warning and recovery mechanism,and finally,the implementation of the optimization measures is supported by three aspects,including organization,system and culture.Finally,the implementation of the optimization measures is supported and guaranteed by three aspects: organization,system and culture.The whole process of the paper combines theory and practice to provide feasible optimization strategies for the optimization of customer relationship management of M company,and also provides specific references and suggestions for the optimization of customer relationship management of industry enterprises.