Research On Customer Relationship Management Strategy In Tianjin Plant Of H Company

H Company is one of the world’s500US-funded enterprises, H Company Tianjinfactory as part of its process control division subsidiary in Tianjin Binhai occupies aleading position in the field of automation and control system in Asia-Pacific region.After more than8years development from its founded in2005, with the market changesconstantly and more and more competitor joins, in order to build the corecompetitiveness in the market, the customer relationship management of H CompanyTianjin factory should also be adjusted and improved constantly.The problems that H company Tianjin factory facing are:1) The treatment measuresof customer is similar regardless of the size;2) Product prices are high;3) Poorcommunication with customers;4) Loss of customer information;5) The low level ofafter-sales service.The dissertation utilize the customer relationship management conception and Platoanalysis method (ABC method) to classify the customers in Tianjin factory, and use thecustomer relationship management value chain as an analysis platform to make differentstrategies for different kinds of customers, to work out the main core new process,improve control and evaluation methods to implement this strategy.To classify the50customers in Tianjin Plant according to sales and profitcontribution, class A key account profit contribution50%, class B main customer profitcontribution30%and class C small and trivial customer profit contribution20%. Fortype A key customer, in addition to using a common VIP customer service strategy, set upkey customer operation department, provide customized services to meet their specialneeds. For type B main customer, not only to retain the current product purchase share,but also to improve and adjust product to increase share. For type C customer havedevelopment potential, invest appropriate resources to cultivate them to become type Bmain customer gradually and keep away trivial customers. In addition, improving andadjusting customer satisfaction management, communication management, filemanagement and complains management.Finally, analysis the supporting conditions toward H Company Tianjin factorycustomer relationship management and provide four recommendations for improvement.The first one is on re-organization team structure: to use matrix organizational structureto set up VIP customer operation department1and2. The second one is on humanresource management: to develop specific recruitment and training programs for the members in two VIP customer operation departments. And to improve reward andpunishment mechanism for sales and customer service staffs. The third one is mentionedon information technology: to create the respective function module in SAP systemaccording to different requirement from two VIP customers. The forth is related onenterprise culture: to transform corporate culture from product-centered tocustomer-centered.