A Study Of Customer Relationship Management

With the gradually development of economy, the market matures, the advent of the era of electronic commerce, as the center, to sell for production of the marketing strategy has been replaced with the customer-focused strategy, who mastered the customers, who have the market advantage, can be in the invincible position in the competition, because of this, so today’s customer relationship management (CRM) is becoming more and more social attention from all walks of life, how to deal with the relationship between customers and enterprises, how to enhance the level of customer service, make customer satisfied, is all current must solve the problem which the enterprise management, service enterprises, service enterprises is the core of customer service, the level of the customer relationship management (CRM) can heavily influence the economic benefits of enterprises.A company is A service enterprise, affiliated with guangzhou city transportation committee, customer relationship management (CRM) is studied in this paper, choose A company aims to probe into its customer relationship management, the improvement of customer relationship management to provide effective help for the company. At the same time also for similar reference service enterprises improve customer relationship management.Full text is composed of five most, the first is the research background and significance, research contents and methods, the research both at home and abroad briefly, followed by further expounds the concept and relevant theories of customer relationship management (CRM); According to A company in guangzhou, then from the company profile, the company is currently the main content of customer relationship management, company’s existing customer relationship management system and company’s existing customer satisfaction and loyalty of the customer relationship management present situation analysis are discussed in detail, and then to A company of some related problems in customer relationship management (CRM), such as company employees lack of the concept of customer oriented, in the customer maintenance, data collection and analysis to the customer, they don’t value the insufficient investment, the chasm between customer relationship management and business process, customer management personnel overall quality is low, in the face of customer complaints have not been able to properly handle and kindness treat problems one by one to give A in-depth analysis, at the same time, also the company to lead to A related reasons of customer relationship management problems are analyzed, the cause of the low strength of both software and hardware system support, lack of customer segmentation, the cause of the lack of effective evaluation and supervision mechanism, also has not set up the corresponding functional departments, has not set up to \"customer-centric\" business philosophy, not to focus on the reasons of the loss of customers; Based on the previous research, this paper puts forward the effective measures to improve the customer relationship management of A company, including setting customer relationship management (CRM) target marketing concept, to strengthen the management of A company’s customer information database, build good relationship with customers are interdependent, cultivate high-quality marketing team, strengthen customer relationship maintenance, build customer exit management mechanism, etc.