Study On The Improvement Of Customer Relationship Management In PingdingshanCoal Group

Pingdingshan coal group is a large state-owned coal group in pingdingshan,henan province.At present,the country strengthens environmental protection work,the coal downstream industry’s demand for coal will show a declining trend,and the coal market has entered the fierce competition pattern of "stock game".Meanwhile,from 2015 to 2017,the proportion of sales of non-associated big customers among the company’s top five customers declined from 35.61 percent to 24.43 percent.Big customers have become more and more difficult to contribute to the revenue of pingcoal group,the company faces the situation that big customers are fading away and must rely on small and medium-sized customers.Under the original strategy of serving big customers,pingcoal group only needs to allocate a small number of marketing personnel and customer management personnel to provide complete services to the extremely limited number of big customers.However,there are thousands of small and medium-sized customers,so it is impossible to copy the original customer management model.Therefore,coal enterprises need to implement management innovation under the principle of "customer focus",and customer relationship management is becoming increasingly important to pingtan group.By leveling group to carry out field research,this article on the company’s existing customer relationship management(CRM)system with sufficient cognition,and summarized the existing problems,including: did not form a real customer relationship management,CRM system is not sound,all kinds of information collection is not complete,the customer management pattern,marketing team construction level is low,and so on.In view of this,this paper designed an improved customer relationship management strategy for pingmei group.In this paper,the customer relationship management improvement strategy designed for pingcoal group includes three progressive levels,namely "thought layer-information system layer-management measures layer".Among them,the reasoning layer is rooted in enterprise philosophy and enterprise culture,and will play a fundamental role in the follow-up actions such as what kind of CRM system the enterprise USES,what functions it implements and how to adopt customer management measures.The information system layer,also known as the infrastructure layer,consists of a new CRM system,which is based on the improved concept of customer relationship management and provides support for management measures in terms of information collection,statistics and analysis through the improvement of the CRM system.Management layer is the customer relationship management(CRM)the outermost layers of the improvement strategy,by improving the related measures,such as customer information collection and management quality in the new idea,the new customer value evaluation system and the new CRM system,on the basis of management improvement,so as to more effectively identify potential customers,to distinguish the customer,to predict customer demand,the implementation of layered service.