A Research On The Customer Relationship Management Of A Semiconductor Equipment Company

In the past long period,semiconductor package equipment were imported from foreign country.The equipment made by China had a very low percent market share.But with electronic production's rapid growth in the recent several years,it drove huge request on Semiconductor component.As semiconductor package industry get fast expanding and development,so package equipment quantity demanded will be rapidly raised,more equipment suppliers have joined into the industry.Especially,the equipment made by China have been more and more better on technology,and more customers wish to try to buy their machines.So the customer selection will be more and the competition between equipment suppliers will be much aggressive.A company is a foreign supplier of semiconductor package equipment,she emerges the shortage on customer relationship management when competitive environment and edge has been changed,at the same time,the change also cause to market share reduction and customer missing of A company.So A company need to strengthen and enhance customer relationship management ASAP.This article use customer value theory and customer satisfaction theory,and combine with relative document literature,adopt quantitative and qualitative analysis research methods,according to the investigation data of the customer satisfaction index to find out the current problems of A company customer relationship management,then point out the feasible improvement purpose and strategy,so that enhance the management level and quality of A company,also be close with the customer and keep A company 's production revenue and market share percent level.The research result show that:the shortage existing on the customer relationship management of A company mainly include:1)not obvious technology advantage on production,the production delivery is always delayed,production price&financial rule is not flexible;2)lack of management on sales,the salesperson can't completely cover respective area customer,on the other hand,salesperson lack of sales initiative as no excitation mechanism;3)lack of customer relationship management system on customer service,service engineer can' get more training,service quality and response can't always get better customer satisfaction,at the same time,service result can't be followed up by management system.For improving A company's current status,maximization enhance the customer satisfaction and keep market share percent,improvement action will be pointed out on the customer relationship management of A company:remold the flow of customer management relationship,build up and consummate the regular system on customer relationship building/customer relationship maintaining\customer relationship ending\organization matching\customer relationship management system,so that better enhance the customer relationship management quality of A company.