Research On Customer Relationship Maintenance Of SC Advertising Company Z Branch

With the development of the times,the competition in the advertising market has become fierce.In the post-epidemic era,the economic growth rate has slowed down compared with the past,followed by fewer customer increments,thinner profits,and higher customer requirements.In this situation,enterprises can only change their thinking and innovate their business methods if they want to obtain better economic benefits.According to the research,the investment generated by the maintenance of old customers is far lower than that generated by the development of new customers.Through the reasonable use of customer relationship maintenance,it can improve work efficiency,reduce investment,and reduce customer management costs,so as to form a virtuous circle between customers and enterprises,increase customer satisfaction,improve the company’s profit space,and achieve a win-win situation between enterprises and customers.Taking Z Branch of SC Advertising Company as an example,this paper first analyzes and summarizes the relevant theories of customer relationship maintenance at home and abroad,and introduces them to Z Branch for customer relationship maintenance.It analyzes the current situation of Z Branch of SC Advertising Company by using RFM model,customer satisfaction,customer loyalty,relationship marketing and other theoretical tools.Combining with the research and analysis results of Z Branch,it is found that the value recognition of Z Branch is not in place,The collection of opinions and suggestions from customers is not enough;There is no detailed customer grading,customer grading management is not established,and there is no scientific standard;Z Branch did not make reasonable use of communication information and lacked corresponding complaint handling mechanism;On-sale service and after-sales service need to be improved,the price of some products is too high,the communication time for event planning and large projects is too long,the financial process of some products is too cumbersome,the order is delayed occasionally,and the normal delivery is not possible;Some customers are not loyal enough.Through the use of RFM model to improve the value identification of customers,we can use the hierarchical management method of customer pyramid to treat customers at different levels,and establish a reasonable complaint communication mechanism;At the same time,improve the service and personnel value provided to customers,reduce the money,time cost and spiritual cost spent by customers to improve the perceived value of customers,and enhance customer loyalty through the three gradient levels of relationship marketing,including rewarding customer loyalty,increasing customer trust and feelings for the enterprise,and improving customer conversion cost.Based on the relevant theories of customer relationship maintenance,this paper analyzes the challenges and influencing factors faced by Z Branch of SC Advertising Company in maintaining customer satisfaction and loyalty.The given optimization strategy not only enriches the theoretical research of advertising company’s customer maintenance,but also points out the detailed operation methods for SC advertising company Z branch to improve the transaction with customers,so that customers can obtain better satisfaction and more loyal customers,which has certain practical significance.