Research On Customer Relationship Management Of LD Company Shenyang Branch

With the development of net-banking and online payment business in China,coupled with the promotion of 3G services and the efforts of China Mobile operators,the electronic payment business in China has been increasing rapidly.In 2005-2010,the annual cumulative increase rate of global electronic payment transactions was over 100%and the method of payment by cash is gradually replaced by that of electronic,which will directly drive the demand for POS terminals.The POS industry in China is developing rapidly.The domestic market prospects and all types of businesses have large potential demand for POS terminals,which will become a catalyst for business development of POS enterprises.Although the market is very big,the number of customers is limited so POS enterprises will face the fierce market competition.The business of financial POS products and the customer service are connected closely,so a customer-centric policy must be taken by the enterprises to improve their competitiveness.In the field of financial payment with intense competition,whether the enterprises can win the competition for more customers,expand market shares and gain the final victory is greatly depended on the effective management to customers of POS enterprises.In the competitive market environment,the role of customers is undergoing tremendous changes.They are not willing to be urged to purchase anymore but gradually become the co-developers and partners for the new products and services of enterprises.Being more and more rational,customers' requirements are changing all the time,and they have more choices on products,services,communications and other areas while their loyalty are declining gradually.POS enterprises can no longer simply focus on the advantages of the product;on the contrary,they need to strengthen customer relationships.They can maintain customer satisfaction and loyalty through the scientific classification of customers and building of their own customer relationship management system.Only in this way can they get more profit and serve customers better.Taken LD Company Shenyang Branch as the background,this paper briefly outlined the background and significance of customer relationship management,and then indentified the existed specific problems through the analysis of the enterprise's customer management status.From the current perspective of actual situation of the enterprise's customer division and customer relationship,combined with the analysis of current situation of POS industry,it established the customer relationship management system,designed the customer management process,strengthened the complaint management,analyzed the reasons for customer's churn,and provided solutions of establishing safeguards needed by customer relationship management system.Based on the application of advanced concepts and methods of customer management,the paper achieved the goal of customer management for LD Company Shenyang Branch,and helped the enterprise continually explore CRM development and build a more complete and effective customer relationship management system.