Research On H Company’s Customer Relationship Management

With the development of society and market competition, customer resource has gotten widespread concernas a key corporate profit. Customer demand, customer value and customer segmentation frequently appear in academia.Customer relationship management is the ways that company gains market share and understands the market demand. All aspects of customer relationship management directly affect the benefits of company.So the research of customer relationship management is not only the application of management theory, but also the explosionof actual performance.The object of this study is aprivate enterprise whichis more concerned about the cost of the product, quality, or R & D. In order to occupy a more favorable position in the market in recent years, company’s managers find the key to building their own competitive advantage from the customers.This paper introduces the background, purpose, customer relationship management research status and research methods; theory is introduced in chapter two, such as the concept of customer relationship management, customer value theory and scientific analysis of data using the methods described in this paper; the third chapter introduces the background and development status of H with questionnaires and the existing data to analyze its customer relationship management status.Based on this status this paper summary the issues which H is facing; Chapter IV on the basis of the third chapter analyzes the problem based on using fishbone diagram that analyzes the cause of difficult form customer acquisition, inadequate customer segmentation, low customer service satisfaction, the unobvious effect of customer maintenance and the loss of customers; Chapter fivegives the improvement measures, including customer segmentation which base on customer value, supporting of the human resources management, organizational restructuring and customer information management. Finally, this paper analyzes and summarizes the full text with the deficiencies of this article.In summary, this paper presents the situation of H’s customer relationship management.With the theory using into the practice, it analyzes problems and proposes improvement measures to provide some reference for small and medium manufacturing enterprises,to improve customer relationship management.