Research On Customer Relationship Management Strategy Of WF Company

Following the rapid development of world economy, commodity trading is increasingly globalized. Such change further highlights the significance of logistic, an integral component to business processing. Currently, competitive strategy of all sectors has shifted from the traditional product-focused competition to marketing-focused. Logistics industry is no exception. Issues such as establishing a comprehensive and strong customer relationship system based on the client’s needs, improving efficiency and quality of customer relationship and consequently enhancing the overall competitiveness of logistics industry are becoming common concerns to leaders of logistics industry.WF is selected as the subject of the following case study. Based on the in-depth analysis of WF’s existing customer relationship management issues, researches and applying principles of customer relationship management are used for advance suggestions on possible improvements:(1) value categorization of the clients of the company; (2) for organizational structure:establish customer relationship department to strengthen inter department coordination; (3) for business process:improve business process, strengthen market sales management, service and follow up with customers as well as increase the responsiveness of business processing; (4) for database:improve and update customer information, assign specific personnel for regular maintenance, companywide implementation of shared database. Meanwhile, to further improve and secure the company’s customer relationship management as well as objective re-evaluation after implementation of changes, this paper proposes following methods in evaluating the effectiveness of WF’s customer relationship management:(1) create client satisfaction index and run surveys amongst the clients; (2) establish client complaint mechanism, form a complaint management with refined processes; (3) set up employee performance appraisal system, so as to aggrandize the improvement of the company’s service standard.