Research On Carrefour 's Customer Relationship Management

Customer relationship management originated in relationship marketing, aims to help the enterprises identify the best customers, and provide services for, and then a long relationship. The supermarket as an important trade form in the retail industry, in recent years has maintained high speed development, at present the market is nearing saturation, the homogenization of the increasingly competitive, supermarket format began to slow down the development speed. Foreign supermarkets in China operation is encountered many difficulties, and even the appearance of individual foreign supermarkets for consecutive losses and quit Chinese market situation. How to survive in the increasingly competitive environment and development has become a serious problem facing the retail enterprise, customer relationship management in retail enterprises came into being. The scholars in recent years to the customer relationship management made a lot of research, many retail enterprises have also begun to use, but little effect.In this paper, the basis of the analysis of the Carrefour supermarket customer relationship management status, analyzes the problems exist in the implementation of customer relationship management in retail enterprises at present from the aspects of enterprise culture, information management, staff training and assessment mechanisms. Put forward the improvement counter-measures according to these problems, the implementation of the Carrefour supermarket customer relationship management:combines, Carrefour supermarket customer relationship management and enterprise culture, systematic training, employee pay attention to customer complaints, and customers to establish a relationship of interdependence etc.. By improving the satisfaction and the loyalty of the customer, in order to improve and solve the Carrefour supermarket application of customer relationship management problems. To improve these problems and solution have a certain impact will be on the Carrefour supermarket management, this paper hopes to Carrefour supermarket customer relationship management can implement play a certain reference role.