Study On Optimization Of Customer Relationship Management In J Region Of M Dairy Company

With the rapid development of the market and increasingly fierce competition,information technology and production technology are constantly updated and iterated,which significantly shortened the life cycle of products.New products continue to emerge on the market,and the gap between products is also narrowing.Only relying on the product itself is no longer enough for the company to achieve greater advantages.The company needs to change the business philosophy of "product as the center" into "customer as the center",inject emotional factors,and establish a long-term and stable cooperative relationship with customers.Through good customer relations,the company and customers can achieve mutual benefit and win-win results.Firstly,this study preliminarily determined the evaluation index of customer satisfaction based on a large number of literatures and the actual situation of customer relationship management in J region of M Dairy Company,and then used Delphi method to screen the evaluation index of customer satisfaction.According to the determined evaluation index system of customer satisfaction,Customers and some employees of the company were asked to understand the practical problems existing in the company’s customer relationship management in the form of questionnaire survey and interview,and then collected and sorted out the data.Meanwhile,statistical software was used to test the reliability and validity of the data,so as to determine the consistency and validity of the data.Then the entropy method was used to analyze the questionnaire data.Thus,the weights of 12 secondary indexes in the index system are determined and the comprehensive evaluation scores of each index are obtained.Finally,according to the results of comprehensive evaluation,the main causes of customer relationship management problems in J region of M Dairy Company are analyzed,so as to put forward targeted optimization strategies and safeguard measures,which provide a basis for the decision-making of the company’s management,and also provide reference for similar companies to solve the problem of customer relationship management.Through this study,it is found that there are some problems in CRM system,customer segmentation,customer maintenance and customer retrieval in J region of M Dairy Company.According to the main causes of the problems,a series of optimization measures are proposed,such as optimizing the business operation process of CRM system,strengthening the information technology support,strengthening the collection and analysis of customer information,formulating comprehensive customer classification standards,deepening the concept of customer service,formulating the quantitative assessment index of customer maintenance,improving the quality of complaint handling,and improving the construction of customer loss prevention system.Finally,in order to guarantee the smooth implementation of optimization measures,relevant requirements are put forward for the system,technology and personnel of M Dairy Company in J region to further ensure the implementation of customer relationship management optimization in J region of M Dairy Company.