Research On VIP Customer Management In Fujitsu Semiconductor Ltd.

VIP customer management is the management of a strategic which companies and VIP customers can establish a long-term mutually beneficial strategic partnership not only focusing on the short-term benefit, but to build a win-win long-term value. This value is mainly reflected in two aspects: the company can create the competitive differentiation and sustainable competitive value through the effective customer management; effective customer relationship management can extend the company's profitability space, and find new profit opportunities, achieve sustained development of financial value. Fujitsu Semiconductor Ltd which is the world's top 500 Fujitsu company's important business parts, is under the company strategy "customer's expectations is the starting point" to vigorously strengthen its customer relationship management, and have achieved the profitability within these years. Fujitsu Semiconductor Ltd's VIP customer relationship management's strategy is around the guideline which customer is the center of the business, by importing the customer relationship management system platform CRM to provide the best service to our customers, because customers will accordingly build its loyalty of Fujitsu Semiconductor Ltd, Fujitsu semiconductor Ltd can win a sustainable competitive advantage to its competitors. Fujitsu Semiconductor's customer relationship management strategic is to establish the company's leading market position by successfully meeting the needs of VIP customers, providing specialized products and services, to beat competitors and achieve superior performance in the market. This paper focuses on the current Fujitsu Semiconductor's VIP customer management system, including the type of the VIP customers, customer management organization, customer identification and analysis system, and some of the problems encountered, such as problem of satisfaction of VIP customer, problem of VIP customer loss, problem of VIP customer's payment. With the research of customer relationship management theory, suggestions for improvement are provided in this paper.