Customer Relationship Management In Department Store Of M Company

With the rapid development of society and leaps and bounds in technology,domestic enterprises are gradually moving forward to a new level of corporate management,and with the efforts of our entrepreneurs and the continuous absorption of excellent foreign corporate management experience,China’s department store retail industry has been able to flourish.However,nowadays,the department store retail industry is facing great challenges.The change of market pattern from seller’s market to buyer’s market signifies that the sloppy management style of the seller’s market is bound to be abandoned,and the buyer’s market will become the guide and vane of market competition in the future.This paper is based on the analysis and research of the current situation of the department store industry of M Company,analyzing the competitive advantages and disadvantages within the enterprise,analyzing the main problems in the customer relationship management of the enterprise from the perspective of managers,and analyzing and sorting out the problems arising from the three dimensions of customer development,customer maintenance and customer loss,and putting forward corresponding optimization strategies and safeguard measures,dedicated to improving the level of customer relationship management of the enterprise The project aims to improve customer relationship management and enhance the competitiveness of the enterprise in the industry.The study was conducted by means of a customer survey questionnaire and interviews with internal staff.The effective combination of internal and external research enables the company to better understand the problems in customer relationship management,which is conducive to better tracing the causes of the problems and making timely optimisation strategies.The analysis of M Company’s problems is focused on three dimensions:customer development,customer maintenance and customer churn,and examines the shortcomings and deficiencies of the company in customer hierarchy management,customer service awareness and customer information systems.Among them,it can be found that M enterprises do not pay enough attention to customer relationship management,treat customers with insufficient service awareness,the existing information system is not intelligent,and the data cannot be effectively linked with each other to achieve the purpose of saving enterprise operating costs.On the basis of the problem analysis,the problems emerged were optimised and designed,also based on the three dimensions of customer development,customer maintenance and customer loss.In terms of customer maintenance,we should redistribute responsibilities,clarify the division of responsibilities,and develop a data analysis platform based on the BI system,so as to complete customer classification management,maintenance,and clear labelling of customer groups,and realise accurate customer marketing;in terms of customer churn,we should improve service quality,implement the "customer-oriented" concept,establish a customer evaluation mechanism and a customer churn early warning mechanism,and upgrade the In terms of customer churn,we need to improve service quality,implement the "customer-oriented" concept,establish a customer evaluation mechanism and a customer churn early warning mechanism,upgrade the management system,and improve the level and capability of customer relationship management.Customer relationship management in the retail and department store industry is particularly important,as it is a demonstration of the external management level of the enterprise,and also represents whether customers can intuitively experience the quality of the enterprise’s services.