Research On Customer Relationship Management Strategy Of Z City Tobacco Company

In the process of promoting high-quality development and market-oriented reform of the tobacco industry,cigarette retail customers are the foundation and core of all work.Facing the new changes and situations of the cigarette market,as well as the international and domestic competition forms,how to better participate in the market competition,promote the high-quality development of the tobacco industry,and promote the national economic stability and sustainable development of the industry has become extremely urgent.Strengthening customer relations,market segmentation,establishing a relatively complete customer classification index evaluation system,implementing accurate marketing services,strengthening service process management,and providing customers with personalized and differentiated services are of great significance for the tobacco industry to improve customer satisfaction and enhance enterprise competitiveness.At the same time,under the new retail model,customer relationship management cannot be limited to customer visit service alone.How to better collect customer information for scientific analysis,how to classify customers,how to better use modern information tools to provide personalized services to customers in the new situation and new environment,how to improve customer business level and business ability,and how to better meet customers through the collection of customer needs in the service process,The formulation of more effective system guarantee is an important content that we need to think about.However,at this stage,tobacco commercial enterprises have many misunderstandings in the face of retail customer relationship management,and the service work has not achieved the desired effect,resulting in weak customer customer relationship and lack of channel control,which is very unfavorable for the long-term development of the tobacco industry.This paper takes the customer relationship of Z City Tobacco Company as the research object,and finds that although Z City Tobacco Company has achieved good cigarette operation indicators,there are certain deficiencies in customer relationship management,which is very unfavorable for the long-term sustainable and healthy development of Z City Tobacco Company.Through investigation and interview,this paper found that in the process of customer relationship management of Z City Tobacco Company,there are problems such as single customer information collection method and extensive customer classification method.In the process of customer service provision,there are problems such as slow response speed of service personnel,unscientific service process,insufficient tangible service display,and incomplete customer relationship management system The training system is not effective and other related issues.Based on the customer value theory and the service quality gap model,this paper analyzes the problems in the process of customer relationship management and finds out some reasons,namely,the selection of customer value indicators is not flexible enough,the weight setting of customer value indicators is not scientific enough,the marketing research orientation is not sufficient,the lack of customer-oriented service standards,improper management of service personnel,improper physical display The enterprise does not match the service performance with the commitment.In order to better solve the problems in the current customer relationship management process of Z City Tobacco Company,better improve the level of customer service,and then strengthen customer relationship,customer stickiness and channel control,this paper,based on the actual situation of retail customer relationship management of Z City Tobacco Company,proposes targeted optimization strategies for Z City Tobacco Company’s customer relationship management under the overall planning of high-quality development of cigarette marketing in the tobacco industry.Through scientific customer evaluation and classification,systematic improvement of customer service provision,optimization of internal management system,and optimization of personnel training system,we can help Z City Tobacco Company improve customer to customer relationship,improve service quality,and ensure long-term healthy development of the enterprise.