A Study On Customer Retention Strategy On A Electronic Component Distributor

The main goal of the ambitious plan,"Made in China 2025",is to turn China into a modern manufacturing power.This background promotes the vigorous development of electronic components industry.However,company A is still at the stage of helping customers solve problems,and fails to put forward corresponding customer relationship management strategies according to the changes of customer needs,which makes some customer switch to other platform.Therefore,the research of A company’s customer retention has certain practical significance.This research focuses on the customer retention strategy of electronic component distributor of Company A.Firstly,design customer retention questionnaire of Company A,then the feasibility of the questionnaire was proved by analyzing its reliability and validity.Secondly,analyze the causes of customer retention problem from the value of customer identification,service quality,customer loyalty,community interaction,customization service,reward system.This chapter analyze the internal date from the company actual situation.For example,the survey found that customer loyalty is not high,on the one hand,the company’s product can be replaced by competitor easily;on the other hand,low switching cost,we only recommend the single product of single chip microcomputer to customers at present rather than recommending products such as clock,power supply and simulator parts,which reduce the difficulty of customers to switch to other platforms.Finally,it puts forward suggestions for improving the customer retention strategy,according to the problems existing in the customer retention strategy of Company A.The first is to improve the identification ability of valuable customers.Main strategy: Design customer value model;Analyze customer transaction history data;Improve the system analysis function of Portal;The second is to improve the ability of value customer identification.Main strategy: Provide training for technical support and sales;Strengthen employee recruitment and assessment procedures;Improve customer problem feedback processing mechanism;The third is to improve customer loyalty,the main strategy is to expand value-added projects,then increase the cost of switching platform;Enhance CPU innovation capacity to improve irreplaceability;Improve customer perceived value and enhance customer satisfaction;The fourth is to improve the customization service mechanism,the main strategy: Establish the customization service department to improve the ability of customization;Customize suitable CPU for key customers;Customize product-level application solutions for key customers;The fifth is to strengthen the effective customer community interaction relationship.Main strategy: Create virtual community interaction mechanism;Improve the offline product community interaction mechanism;Organize high-quality customer "Family Day" activities regularly;The sixth is to improve the customer reward system.Main strategy: preferential treatment to provide quality customer additional services;Free gifts to high-quality customers;Discount for completing the target revenue.The strategies proposed in this paper can not only help Company A solve the problem of customer retention,but also help other company to think about customer relationship management from higher dimension,so as to strengthen the relationship with customers.