Research On Customer Relationship Management Strategy Of TY Company

In the “customer-centric” era,customer relationship management is particularly important.However,many small and medium-sized enterprises are still remaining at the level of understanding of customer relationship management,and how to conduct systematic and standardized operation according to the "customer centered" direction is lack of process and corresponding management strategy.It can be said “The spirit is willing,but the flesh is weak”.This paper first collates the theoretical research and applied research of customer relationship management at home and abroad,and gives a comprehensive overview of the concept,goals,and implementation of customer relationship management.Then,taking TY company as an example,expounds the existing problems of the company,which including reduction of customer renewal rate,lack of standard of customer segmentation,low customer satisfaction and serious customer churn and so on.Based on the relevant theories of customer relationship management and the actual situation of the company,the reasons were analyzed.Finally,it was concluded that the main reason for these problems was the lack of understanding of customer relationship management and the lack of customer relationship management capabilities of TY.Further,this paper proposes a systematic customer relationship management system including the objectives,strategies,and safeguards for customer relationship management for TY.The study in this paper can not only be directly applied to TY’s customer relationship management,but also has certain enlightening and reference significance for other similar small and medium enterprises,especially cross-border trade service companies.