A Research On Implementing CRM Strategies For Company A

Company A's Corporate is a premier provider of semiconductor packaging design, assembly, test, and distribution solutions, a trusted partner supplier to leading semiconductor companies worldwide. The corporate is a dynamic company employing over ten thousands highly skilled employees worldwide, generating annual revenues in excess of U.S.$1 billion, leading the increasing communication, computer and personal electronics' end market, providing service to nearly every semiconductor company.As an integrated service provider to the fast paced semiconductor industry, the problems that Company A facing are: too many customers, too many production types, and treat each customer and each product type with same policy. Whoever old customers or new customers, big customers or small customers, they are be treated with same method, in other words, they are be treated fairly same, which lead to company A is tied to serve customers, higher cost, and the efficiency is affected too.The dissertation use the Customer Relationship Management (CRM) value chain as an analysis platform and utilize Plato analysis method (ABC method ) tool to select target customers, then integrate with Company A's special conditions to stipulate the customer relationship management strategy for different target customers.The dissertation study Company A's customer relationship management strategy for A, B, C types customers. For type A (VIP) customers, Company A provides one to one service for characterized service; for type B (main) customers, Company A implement nourishment strategy, focusing on following up and listening to their ideas for improvement; for type C common customers which profit is within the top 80% of overall type C customers, take strategy to corporate with another company and keep away for type C small customers. For the secondary value activity in the customer value chain, the dissertation propose suggestions on five aspects:The first one is on re-organization team structure: Split operation for overall A type customer to individual operation department, set up one department for type B customers, collaborate with / outsourcing with another factory to establish joint-venture enterprise for type C customers, which is subsidiary company.The second one is related forming good team: use excellent project management team.The third one mentioned on human resource management: Provide strong support for training to the supporting people on type A (VIP) customers, including send people abroad to sister plant on training; timely recruit workforce and provide training to support the ramping up demand plan; use reward & recognition program to retain excellent team key members to make customer have safety feeling and have more confidence to company A.The forth suggestion is mentioned on information technology: execute automatic information technology system per customer's needs.The fifth suggestion is related on enterprise culture: build culture of" take the biggest customer as the service core.