XY Company Customer Relationship Management Research

With the aggravation of the market competition, the test instrument industry is facing more intense competition. In order to survive and develop, test instrument companies have to strengthen the management of customer relationship.This paper uses the modern marketing theory and customer relationship management theory, combined with the research results of scholars at home and abroad, according to the operation of XY, carries on the analysis to the present situation of the XY company customer relationship management. This article points out that the main problems of the XY company customer relationship management is not objective standard classification of customer, customer relationship management and sales combination can't, and it doesn't matter really established a strategic cooperate on with customers. On the basis of the above analysis, by analyzing the internal and external environment for the development of the company and the company's customer value, this paper sums up the main competition of XY company advantages and disadvantages. In view of the XY company actual situation, proposed the company customer relationship management system needs a more objective standard of customer classification, can be to different customers take different marketing strategy. Only when the sales data and index combined, and the customer relationship management into the sales staff performance appraisal, to test the practical implementation of the customer relationship management (CRM), in this way we can truly reflect the benefits of customer relationship management brings to the enterprise. At the same time must establish strategic partnership with customers, in order to maintain customer loyalty, establish a long-term and stable relationship with customers, in order to make the sustained and stable development of the company and suggestions. I hope that through this study, the XY company customer relationship management to improve and enhance core competitiveness, build the test instrument industry.