Customer Relationship Management Of HD Company Based On Customer Segmentation

With the increasing competition of market, marketing management is gradually turning from the sales to customer oriented model. The establishment and improvement of customer relationships are significant for customer management. That is, recognition, development, and maintenance of customer relationships are critical for enterprise viability and development.Customer relationship management (CRM) is a business strategy as well as a critical issue for enterprise management. More and more enterprises begin to realize that marketing competitiveness can only be achieved by maintaining good relationships with right customers. Enterprises need to care about which customers can bring value and how much is the value. It is important for enterprise management to keep customers with high value and develop customers with potential value as well as reputation value.This paper theoretically studies several issues such as customer value and segmentation and CRM. Taken HD company as a case, this paper analyzes the current situation of competitive pressure facing HD and its CRM, discusses HD’s ideas and methods for customer segmentation based on customer value, and examines the major flowchart and system of CRM in HD concerning of the management of customer files, customer communication, customer service, customer care, etc. Also, this paper discusses management strategies of HD based on customer segmentation. Integrated with customer segmentation, this paper also illustrates specifications of CRM involved in two stages of customer recognition. The case study of HD company’s CRM will provide useful reference for CRM of other companies in the industry.