Case Study Research On A Company Customer Relationship Management

This Customer relationship exists among various trades since the beginning of industry.In1980s, enterprises have realized the importance of identifying, choosing, developing andmaintaining customers in a background of matured market competition in developed countries.The enterprise management urges for an explicit system to analyze the customer value,gaining the real customer satisfaction and maintaining the customer loyalty. Simultaneously,enterprises aim to deliver proper product and service in a suitable way at a right time to createhigher value and customer satisfaction, furthermore, to protect the customer loyalty.The rapid development and wide application of IT techniques in enterprises impel thecustomer relationship management from an abstract idea to an operational methods andapplication tools. Successful managers merge the customer relationship management methodsinto marketing strategy and information techniques by utilizing the tight relationships amongthem to attain comprehensive and reliable information about customer, which ultimatelyprovides scientific evidences to customer relationship management.This assignment is based on the case study of A company in auto parts industry toanalyze the practical problem in customer relationship management. The global customermaintenance regulations in A company limit the innovation of customer maintenance in Chinamarket Lack of a procedure for deep research on every single customer results feedbacks fromcustomers are commonly vague and unilateral. Meanwhile, no analysis and strategy areapplied to keep the customer. Related reasons and influencing factors are demonstrated in thisarticle by consulting Chinese and international research papers. The characteristics of autoindustry chain and the customer features impose influences on customer relationshipmanagement. More influencing factors are analyzed by conducting questionnaire andinterview on high-level customers. According to all researches and analysis, feasible customerrelationship management proposal are designed, which including detailed maintenance planand frame based on natures of customer relationship life cycle and Chinese business culture.Implementing measures are suggested as a conclusion of the research, which consist of threeaspects. Firstly, establishing customer database, marketing channel management and targetcustomer selection to build corresponding management system. Meanwhile, cultivating andmaintaining customer relationship management plan via evaluating customer value, life cycle and total quality management and customer satisfaction research. Thirdly, implementingstrategies to prevent customer loss and analyzing value and reasons of customer that alreadyquit. New customer relationship management plan and company procedure are designed toprotect the effective implementation of the new measure.