Research On Customer Relationship Management Of LH Company

The CRM(Customer Relation Management)derived from western marketing theory,was formed and developed rapidly in US.Together with coming new economic era,all enterprises are facing more competitive challenges in global market.In order to get a good hand in the ever-increasing fierce competition,most business enterprises turn their marketing concept into providing service for clients or customers.For achieving their business goals,they have established their own client management system to understand exactly and meet the demands of clients without delay in highly effective way.However because of some essential problems to be solved,in fact the CRM of most Chinese companies was not performed efficiently.LH is a corporation providing services in chemical mine industry,specialized in business in relevant to mining and beneficiation of phosphate,potash and sulphur minerals.At present due to the extreme competitive marketing,it is under unprecedented pressure while losing some critical customers.To accommodate itself to the changing market and seek for further development,LH has paid attention to study marketing strategy,modified its operation philosophy from projects to customers,therefore it is in urgent need of a CRM system suitable for its own business requirements.In this thesis the relevant CRM was studied on base of the theory and its own customers as object.The current CRM conditions and existing problems was presented,thus a CRM program suitable for LH was proposed and discussed on how to be performed effectively in the company.A practical CRM system has been finally set up in LH company.Meanwhile based on actual data,how to implement CRM program is presented with more details,both a CRM data base and a feasible way to classify customers are established to help LH find potential customers and customer value,to satisfy all needs of customers and improve its customer loyalty,eventually not only to keep its leading position in the market competition,but also provide a theoretical base for domestic similar companies to operate their CRM system.