DH City Tobacco Company Customer Relationship Management Improvement Research

In recent years,the tobacco business enterprises has gradually entered the period of service marketing,aware of retail customers has become the most important resource,and customer service as one of the key work,the customer satisfaction as the goal,and promote the implementation of "customer relationship management" concept,establish a friendly and harmonious relationship between our customers.In this paper,DH Tobacco Company was selected as the research object.First,the literature data,the understanding of customer relationship management and related theories were discussed.The basic situation of DH tobacco company and the analysis of customer relationship management were analyzed by statistical analysis and market visit.The current status of the company’s customer information collection,the status of retail customers classification,DH tobacco company services and complaints of the status quo,in the daily work of customer engagement status and 2016 customer satisfaction status of a total of six aspects.It is found that the quality of customer information is not high,the customer classification is not in place,the customer service form is single,the customer complaint is not high,customer satisfaction and participation are low,and the cause of the problem is analyzed.Will improve the relationship between the tobacco companies customer DH as the goal,put forward improvement measures,including improving the customer relationship management system,improve the quality of customer information,customer classification work,improve the quality and efficiency of service,pay attention to customer complaints and improve the content of customer participation and carry out customer satisfaction management.Provide the safeguard measures finally from the leadership,team building,corporate culture,customer relationship management to ensure the implementation of improvement measures and landing,and ultimately to improve customer relationships,improve service quality and service efficiency,improve customer satisfaction to.