Case Study On Customer Relationship Management In Contact Center Of Company A

Company A is Asia’s leading online travel service company, based on Business-to-Customer e-commerce platform. Company A is having a good growth trend for years since it was built. However, as the global economic situation changes, Company A is facing the increasing pressure from other competitors. Companies are competing for the customer resources. To avoiding losing customers, their requirements must be met. Company A’s call center is setup as a Customer Relationship Management center. Although the call center has been running successfully for years, there are still certain areas could be improved. Company A’s advantage is obvious, because there are a large number of channels with the hotels. But if Company A can keep optimizing its Customer Relationship Management strategy, it will certainly bring profit growth.To study the case of Customer Relationship Management in Company A’s call center, sufficient information has been collected. The problems and doubts in regard with Customer Relationship Management in Company A’s call center will be analyzed in this paper, mainly through the research methods, empirical research, literature research, exploratory research. Through analysis, Customer Relationship Management systems in Company A’s call center, can be improved by, developing customer loyalty programs, improving customer satisfaction, and segmenting customers. Also, the rapid development of social networks also needs Company A’s call center to integrate its own Customer Relationship Management solutions with social networking platforms.Firstly, this paper describes the background of Company A, and call center concept. Secondly, it states the fact in Company A’s call center, its Customer Relationship Management system, and the current issues. Thirdly, it is about the analysis of the problems, based on Customer Relationship Management theory. Fourthly, it proposes solutions for the problems, and Company A should improve its Customer Relationship Management from the following aspects, customer satisfaction, and customer loyalty. The last part is the conclusion.The research results in this paper will be as a practical reference, applicable to help other company to improve their Customer Relationship Management system as well.