Researches On Customer Relationship Management Of Shenzhen Tobacco Import & Export Co.,Ltd.

Customers have become the most valuable resources to enterprises amid the present buyer's market which is highly competitive. More and more enterprises resort to the customer resource development and customer relationship integration for survival and profit after have experienced price wars, quality competitions, advertisement wars and brand wars. They strive to realize maximum customer resource value and maximum profit via optimized management of customer relationship. Therefore, customer relationship is becoming a critical factor which determines the survival and development of the enterprises.With a history of over 10 years, Shenzhen Tobacco Import & Export Co., Ltd. changes its business scope and management mechanism continuously as the adjustment of national policies. The company is a commercial and trade company which is mainly specialized in agency business. In addition to its own services, it has no resources to utilize. It has to win more customers under the guidance of national policies. The business volume and the customer relationship directly influence the survival and development of the enterprise. The customer relationship management (CRM) is of strategic significance and value on the basis of its own characteristics.This paper brings forward some issues needed to be solved via studying the CRM status and CRM necessity of Shenzhen Tobacco Import & Export Co., Ltd.: how to conduct comprehensive analysis on the customers? how to perform market subdivision on the clients? how to select the target customers? how to design the CRM strategy? how to make the enterprise organization and culture supportive to the CRM.This paper elaborates on the business characteristics and market opportunities of the tobacco import and export companies via studying the market environment of the tobacco industry. It further analyzes the competitive edges and pressures of Shenzhen Tobacco Import & Export Co., Ltd. Thus, it is able to find a specific ways to solve the problems regarding CRM strategy.The commodity homogenization and buyer's market with fierce competition make the subdivision of the customer market a must. Only the enterprises or products which can lock their specific market can effectively show their maximum competitive edges because the resource of an enterprise is limited. The customer market can be subdivided in accordance with 6 subdivision standards, including customer source, customer trade type, customer trade scale, customer business type, customer geological zone and customer credit. The customers can also be divided into golden relationship customer, stabilized relationship customer, potential customer, risk relationship customers in accordance with the 80/20 code. In the meantime, lock customer relationship establishment and the customers who can bring huge returns to the enterprise and consume less time, energy and costs of the enterprise, that is to say golden relationship customer and stabilized relationship customer. Pay attention to and follow up with these customers and develop them into loyal customers.The customer relationship marketing is the core and end-result of marketing via studies on the necessity of CRM. Establishing and maintaining favorable customer relationship is the basic guarantee to successful marketing. The customer relationship maintenance and customer loyalty has many benefits to the enterprises: gain more business volumes from customers; reduce sales costs; win good reputation and boost the staff loyalty.Form cooperation and reliance relationship between the enterprise and customer via"one-for-one marketing"strategy. Besides, the enterprise and customers should keep a long-term cooperation and interactive relationship to realize the win-win situation. The enterprise should treat the most valuable customers, the growing-stage customers and the sub-zero-point customers separately. The enterprise should let the most important customer know their importance and let them realize that the enterprise is providing the latest products and services in accordance with their requirement. Strengthen the customer relationship and provide satisfactory products and services to the customers. The marketing staff should ensure that the products and services provide are pointed via accurately learning the customers'requirement characteristics. They should satisfy the customer's requirement and strengthen the customer's sense of trust whereby to cultivate loyal customers. In the meantime, the enterprise should provide various added-values to the customers in addition to providing products whereby the investment by the customer can reach or even exceed the expectation. Build up mutual trust between the enterprise and the customers to boost the competitive power of the enterprise.Strengthen the communication effect between the customers. Nice communication skills are the foundation for marketing. Although language communication is the most basic and common nature instinct of the humankind, effective communication in marketing is not piece of cake. Good communication can help to find potential opportunities; can improve the customer loyalty; can retain customers. To well communicate, the marketing staff should be honest, sincere and wholehearted. To well communicate, the marketing staff should think in customer's perspective and learn the customer's requirement. In the meantime, the"deal or no deal"phenomenon should be avoided in communication.Set up complete customer relationship database through recording and following up customer information, as well as customer information feedback. To enhance interior operating efficiency, the modern enterprise keeps providing technical supports to the business flow reform, specially the information technical supports. The company hereby adopted the management information system (MIS) in 2002 whereby the informatization level of the enterprise's interior business flow was boosted and the initial business flow was optimized. Additionally, it provided platform and date support to the establishment and application of CRM database whereby the customer resources can be effectively utilized.The company found out its deficits and shortages and further improved the company's regulations and employment system through changing the present sense of worth, direction of value chain, the interior information communication system, schedule of the management personnel and performing interior marketing among the staff whereby the CRM became more standard.The MIS provided timely and accurate data and information platform to the company's CRM whereby the management level can master the customer information momentarily and the quality of CRM can be further influenced. In the meantime, contact with the customers via telephone, email and internet to strengthen diversified customer interaction channels and timely master the latest requirement and predilection of the key customers. Effectively provide individual follow-up services to make the CRM more systematic and timely.The core members of CRM should pay sufficient attention to CRM and actively promote various business regulations and flows concerning CRM to ensure the sound implementation of each regulation. If the top management personnel do not provide sufficient long-term constant powerful support, the CRM can not be well performed. In the meantime, the middle-level management personnel should collaborate with the common staff and well control the communication with the customers and report the specific CRM progresses to the top management level timely.The staff should jointly apply the CRM idea in the company's operation innovatively on the premise of enterprise culture of people oriented.Customers are the foundation of the enterprise. The customer relationship and customer service are becoming more and more important amid the gradually opening tobacco market and the development of foreign tobacco company in China. The battle for customer resources will be commenced soon. The enterprise should keep educating and reminding the staff that the customers are the most important assets for the company so they should be considerate to them in stead of peddling products. However, even if all the staff are considerate to the customers, that is not enough, because different person has different ability. A favorable system which is capable of collecting or accumulating customer knowledge is necessary as these knowledge can be fully used each time when communicate with customers.