Research On Customer Relationship Management In YS International Freight Forwarding Company

As one of the most important resources of enterprises, the customer has a direct impact on the survival and development of enterprises. The implementation of customer relationship management can help companies deal with the relationship with customers, to attract new customers, to retain old customers and to turn existing customers into loyal customers, to improve the market share and profits, so the implementation of customer relationship management on enterprises is imperative and instant. YS company as the research object, this paper discusses the application of customer relationship management in the company, which aims to build the customer relationship management model which is in accordance with the development of YS company.Firstly, the theory of customer relationship management and the domestic and foreign scholars on the research of customer relationship management are summarized, and the concept, content, objectives, functions, implementation steps, theoretical system and the current research status and development trend of the customer relationship management are understood.Secondly, the development status, business situation and organizational structure of YS company are summarized, the implementation process of customer relationship management in YS company is introduced, and the implementation effect is discussed.Thirdly, according to the current situation of YS company and the implementation of customer relationship management, the key problems in the implementation of customer relationship management: concept, customer classification and customer satisfaction evaluation are summarized. And the causes of these problems are analyzed in detail.Fourthly, for these key issues, the optimization measures on the YS company are proposed, including cultivating a "customer centered" concept of customer relationship management and its development for the corporate culture, conducting customer segmentation according to customer value(current value and potential value) and establishing a two-dimensional model of customer value segmentation, and building customer satisfaction evaluation system based on AHP- difference evaluation method.Finally, the guarantee condition for the optimization measures of customer relationship management in YS company is given, which is to deepen the adjustment of the organizational structure and business process, and to manage the customer relationship management system in time. And the good effect of the company in the implementation of the measures is analyzed.The research of this paper provides theoretical guidance for the practice of customer relationship management in YS company, in order to promote the company's rapid and steady development, so that the company has a place in the current competitive market environment, but also to provide reference for the implementation of customer relationship management in peer companies.