The Study Of Customer Relationship Management For A Company In Mobile ODM Business

This paper takes the mobile ODM business of A company as the research object,starting from the theory of customer relationship management,through expounding the background of mobile ODM industry,industry characteristics,B2 B market characteristics and customer relationship management characteristics,business environment and business analysis of A company,points out the importance of customer relationship management to A company in the increasingly fierce market competition.This paper focuses on the use of customer relationship management theory,customer satisfaction and loyalty theory,customer value theory,study the status of mobile ODM customer relationship management in A company.By investigating the satisfaction of external customers and interviewing the internal staff of A company,this paper analyzes the problems existing in customer relationship management.For example,customer satisfaction is not ideal,especially in business and delivery process;For example,internal employee satisfaction is less than perfect,questioning the work of the sales department,and so on.And then this paper analyzes the reasons of the problems: the management concept of the enterprise is "cost-centered",lacks customer relationship management system,lacks effective marketing strategy,marketing system and marketing activity management hardly meet all needs of customer relationship management,as a key link of the supply chain process and project management process failed to meet the needs of customer relationship management,corporate culture and CRM are mismatch,and other reasons.Aiming at the existing problems of customer relationship management in A company,this paper proposes the corresponding suggestions for improvement:strengthen the business philosophy of "customer-centered",implements CRM system to improve the internal and external communication efficiency,implements the marketing strategy close to the market and customers,improves the marketing system,improves the sales staff's customer management ability,and improves the related process.And enhance customer loyalty through continuous improvement of customer relationship and customer satisfaction.