The Optimization Research Of Customer Relationship Management System For HG Company

In the fierce market competition environment, many companies began to changemarketing concept, gradually from the initial "product marketing" to "relationshipmarketing". Customer relationship management precisely in response this trend comeinto being, and rapidly develops in our country. Customer relationship managementsystem mainly through the use of information technology to make “relationshipmarketing” has become the important strategy of the corporate marketing activities,and help businesses to succeed in the fierce competition in the market. Enterprisesthrough customer relationship management system can better understand customerneeds and customer behavior, increase communication and interaction between thecustomer, and by extending new sales channels and new target markets, reducing idlepart of the sales process, reducing marketing costs, thereby improve customersatisfaction and loyalty, increasing customer value, and ultimately improveprofitability and performance levels. Our country companies contacted firstly with thecustomer relationship management is because foreign companies promote theirproducts in our country, therefore employees for customer relationship managementsystem is not comprehensive and profound understanding, which leads to Chineseenterprises formed some errors with early customer relationship management, thesame time companies are some problems in the implementation of customerrelationship management, the existence of these problems are hinder the play ofcustomer relationship management system functions. Therefore, how to optimize theenterprise customer relationship management system has important practicalsignificance.In this paper HG company will be a research object, and using case studies,surveys and expert consultation method, the paper firstly introduce briefly of thecurrent development of HG company, and outlines the current status of HGcompany’s customer relationship management system. HG company’s employees isconducted a questionnaire survey to understand the extent of their knowledge ofcustomer relationship management, and according to the relevant information anddata the paper pointed out HG company customer relationship management systemproblems. On this basis, this paper presents the principles and objectives to improvecustomer relationship management systems and the content to optimize customer relationship management systems, and accordingly propose to optimize the customerrelationship management system implementation steps. Finally the paper proposessafeguards to optimize customer relationship management system from systemsecurity, personnel security, organization security and technical support.