AZ Company’s Client Relationship Management Strategy

In twenty-first Century to enter the era of modern enterprises gradually shift from products and scale as the focus of the traditional extensive management mode to the customer as the center, the effective implementation of customer relationship management model. Good customer relationship is the core competitiveness of enterprises, is the foundation of survival, an important resource for enterprise development. Enterprises need to improve customer satisfaction by improving the customer relationship management system and advanced technology, so as to improve the competitiveness of enterprises in the industry.This paper firstly introduces the background and significance of customer relationship management, and leads to some advanced management ideas, theories and ideas. Then the case study method, briefly introduce the research object of the AZ company, has carried on the overall analysis of the glacial acetic acid industry marketing environment, and to AZ company in the industry’s competitive advantages and disadvantages analysis, glacial acetic acid industry as a whole marketing characteristics of induction. Then the AZ company current status of customer relationship management analysis invertigation: AZ company sales management system deficiencies, the customer relationship management system deficiencies, between the various departments without active cooperation. For these reasons worked out to improve staff quality, strengthen the sales management system, the establishment of standard system of customer management, encourage departments communication to promote collaboration strategy. By these strategies, to achieve customer satisfaction, customer loyalty, and customer support. At last, the paper set up after-sales mechanism, technical support department, combing, the customer relationship management process, equipped with modern hardware equipment management, develop and constantly improve the company’s customer relationship management software, through the strong cooperation of each department of the company, ensure the smooth implementation of the AZ company customer relationship management strategy.Due to the way the system of effective customer relationship management of AZ company to the lack of senior management of AZ company to bring some suggestions and Strategies of customer management. At the same time for the same type of bulk chemical industry product types of Companies in the implementation of customer relationship management to make some reference to help the manager of the company in the customer relations management of the actual, feasible theoretical basis, with the practical case for reference, and continued to play a role in the healthy development of the company.