Research Of D Company's Customer Relationship Management

From 2011 to now,sales of Jewelry are booming in China,which has overtaken Japan as the second biggest Jewelry Consumption Market in the world.China's annual jewelry consumption is more than 100 billion U.S dollars,and make a huge contribution to GDP of China,so more and more people focus on jewelry industryThe study object of this thesis,D company is a enterprise which has two main business,one is jewelry sales,another one is jewelry design and manufacture.D company sales jades,precious gems,diamonds,other stones and gold jewelry.D company also develops other business like high-end customization,jewelry design,manufacture and inlay,clean and maintenance and so on.At the beginning of building,designed products are main sales,the original stone as a secondary.Products focus on design and quality,which attracted a number of high-end consumers.This paper summarizes the results of domestic and foreign academic theories and researches Through the literature survey,comparative research and quantitative analysis methods,the analysis found that the problems about management,mainly reflected in the lack of customer information collection,customer classification management confusion,poor communication between departments,the information collection of competitors is not timely,products after-sales service allocation is not reasonable,failed to make full use of CRM systems.Based on the methods of Customer Relationship Management,Customer Value Theory,Customer Satisfaction Theory and Customer Segmentation Theory,this paper analyzes the customer relationship status of D company,and calculate the relevant data.The relationship between the maintenance cost,the contract amount and the gross profit of the product,and examines the problems encountered in the management of the customer relationship.The main performance state is that there is no effective communication platform between the various departments of the enterprise,and the market and customer information collection is not smooth,CRM system is not well used and developed.This paper assumes that there is some correlation between the key business indicators of the enterprise,and through a series of data validation,the existence of this correlation is obtained.Finally,design a method to solve the problem of customer relationship management program.