Research On The Customer Relationship Management Of The BY Certification Company

In recent times, as the market is becoming more and more competitive, there is a deeper aware by corporate that the so-called market competition is the competition if the numbers of customers between different companies. It is necessary for companies to rely on customers to gain profits. In order to maintain the absolute superiority and the long term stable development, companies should pay much attention the relationship with customers.However, recently many companies ignore the importance of the management of the relationship with customers. Instead, they make efforts to developing new customers continuously. There is a consideration that the numbers of customers is the key factor to determine the company’s benefits so they spend lots of time and recruit numbers of marketers to contend for customers. Moreover, as the result of a lack of systematic planning and experience as well as neglecting the degree of loyalty and satisfaction from customers, there will be a significant reduction of customers. Therefore, a vicious circle of new customers increasing but old customers decreasing will occur. This is of least benefits for the development of companies. Consequently, it is badly needed for a company to strengthen its relationship with customers.BY Certification Company is one of the approved institutions which primarily obtained the accreditation of Quality Management System in China. BY Certification Company has become a comprehensive certification institution with a large-scale domestically. In recent years, more and more certification institutions appearing, which means there are increasing competitors in the market. During the process of exploiting new customers, it is also necessary to maintain the relationship with old customers. Only in this way, it can keep the sustainable development of certification institutions. Therefore, BY should solve the problems of how to manage the relationship with customers and formulate the customer management strategies based on its conditions relatively.In conclusion, firstly this essay reviewed the relative theories of customer relationship and customer relationship management in order to lay a theory foundation for this research project. Subsequently, through the analysis of the general situation and the status of customer relationship management of BY Certification Company and then finding out the existed problems in the five aspects of customer foundation, quality of customer service, customer maintenance, customer churn and customer relationship management technical support. Then formulate the relative strategies for each problem respectively. Thus, BY can gain the improvement of customer relationship management and boost the core competitiveness. As a consequence, a long-term relationship will be established between customers and a sustainable development can be realized.