Research On Customer Relationship Optimization Strategy Of BS Chemicals

Nowadays market competition is becoming increasingly severe. The management of modern enterprises has shifted its focus from "Product Orientation" to "Customer Orientation". Hence Customer Relationship Management (CRM) has become one core competitiveness of the enterprises. Meanwhile, enterprises count on the market and customers so much that it could almost dictate the business survival and prospect. Whoever can feel the market pulse and meet the customer needs will be able to capture the market and customers, and thereby can survive and grow.Chemical companies are no exception. Polyurethane (PU) system, the main product of BS Chemicals, has been widely applied in different industries, such as Construction, Furniture, Appliance, Transportation, Sports Equipment and Footwear. Currently PU is oversupplied since China’s economic growth and the market demand are slowing down. As an enterprise with a large customer base, it is crucial for BS Chemicals to implement CRM actively. Only through good customer relationship can the company’s core competitiveness be sustained. How to capture customers, understand customer needs, and provide high quality products and services to satisfy customers’needs? BS Chemicals has to take those questions seriously and answer them with suitable solutions immediately.Based on the research of a large number of customer relationship management (CRM) and customer satisfaction theories, combined with the status quo of BS Chemicals, the paper builds a business unit’s customer satisfaction index model and satisfaction measurement index system. Under the measurement index system, based on the value-based customer segmentation, it conducts a customer satisfaction survey of BS Chemicals through a special designed questionnaire, so as to calculate out the company’s customer satisfaction index. After analyzing the results of the questionnaire survey, important factors impacting customer satisfaction are identified. According to these factors and the actual problems reflected from the questionnaire, the paper expounds the solutions and strategy. Finally on the basis of customer satisfaction survey and value-based customer segmentation, it puts forward BS Chemicals’CRM strategies and furthermore constructs system modules for its customer relationship management.This paper not only has practical significance in terms of customer marketing strategy of BS Chemicals, but also has reference value for other companies in the chemical industry.