| With the advent of the era of big data and the age of AI,the importance of CRM has become increasingly prominent.The focus of competition between enterprises has escalated from the competition of products to the competition of customer resources and the enterprise value orientation has also close up to respecting and gathering customer value.Complying with the background of "double pioneering spirit" of "public entrepreneurship and universal innovation" advocated by the state,JP Media Corporation was established as a small and micro enterprise.Facing the sudden changes in the external environment and the frequent internal problems,the enterprise has realized that the customer is the prerequisite for its survival and development.To strive for more and more high-quality customer resources has become the essence of the market competition.It is essential to realize customer satisfaction,improve customer loyalty and guide customer behavior to the development of the enterprise.This paper,taking JP media company as the research object,focuses on the changes in the internal and external marketing environment of the company,starting from the customer satisfaction,customer loyalty and customer behavior,and focusing on the optimization of the customer relationship management scheme.This paper analyzes the current situation of JP media company's customer relationship management,using the questionnaire method to analyze the clients of JP media company,taking the Kron Baja coefficient as the basis of judgment,and statistics the data of customer satisfaction,customer loyalty and customer behavior.The existing problems are summarized in initial stage,purchase stage and after sale stage,and the research on the CRM of JP media company is explained in detail from the construction of the guarantee system and the effect prediction.and the optimization scheme for the customer management of JP media company is obtained.Firstly,in initial stage,building new media matrix,optimizing access channel,introducing customer segmentation and identifying customer value should be all implemented;Secondly,in the purchase stage,we should improve business processes,enhance service experience personalization,and give consideration to quality reliability.Thirdly,after the end of service delivery,we should expand profit customers,develop strategic customers,strengthen customer maintenance awareness,and manage customer information files.Through this research case of JP media company,it is helpful for improving business process in customer relationship management,improving workefficiency,creating more economic value for the enterprise,and also providing reference and inspiration for small and micro enterprises of similar industries in CRM. |
