Research On Customer Relationship Management Of YY Company

Customer relationship management is the key to the company's development.YY Company is a joint-stock company engaged in real estate development and sales.Its customer relationship management is directly related to the income and development of the enterprise.At present,YY company pays more attention to customer relationship management,and has introduced corresponding management system for customer relationship management,and regards customer management maintenance and customer value re-creation as the important content of the company's work.However,in recent years,with the change of real estate industry environment and the incentive of market economy competition.YY enterprise customer relationship management is facing certain drawbacks.Its main manifestations are the reduction of customer satisfaction,the increase of complaint rate,the failure to effectively solve customer rights and interests,the decline of enterprise's own service concept,and the imperfection of management system.Based on this,this paper makes an in-depth analysis of YY enterprise customer relationship management.The value of the study lies in the analysis of the implementation of CRM in YY Real Estate Company,expecting to guide and promote the transformation of real estate industry from "product-centered" to "customer-centered" and "customer lifelong value management".Real estate development enterprises lag behind the management concept and improve the management level of real estate development enterprises.In this paper,YY company as the research object,the real estate enterprise customer relationship management(CRM)has been explored.Firstly,the research background,research value and the necessity of CRM implementation by real estate companies are discussed,and the related research status at home and abroad is summarized.Secondly,it explores the relevant theoretical knowledge and discusses the relevant meaning of CRM;introduces CRM's customer identification,service personnel management,marketing management,sales management,service management and customer care;explores the operation characteristics of real estate companies,and summarizes the relevant content of CRM of real estate companies.Thirdly,it analyses the current situation and problems of customer relationship management of YY company: it introduces the basic situation and company structure of YY company;it understands the mode,personnel composition and supporting facilities of YY company's customer relationship management;through the analysis of the current situation of YY company's customer relationship management,it is concluded that the main problems of YY company's customer relationship management are as follows: fewer professionals and insufficient service mode.Sound,slow update speed of information,lack of customer service awareness and so on.In view of the specific problems existing in YY's CRM,this paper makes a deeper analysis of the causes,and finds that the main reasons for these problems are: product-centered businessphilosophy,linear function organization structure,lack of management of customer information and data,and imperfect customer service system.Based on the analysis of the current situation,problems and their causes,the Optimization Countermeasures of customer relationship management in YY company are put forward.This paper makes a detailed analysis of YY's CRM requirements,summarizes YY's customer relationship management objectives,and puts forward a series of Optimization Countermeasures for customer relationship management,such as improving customer management concept,improving enterprise customer satisfaction,transforming enterprise satisfied customers into loyal customers,and attaching importance to the training of professional service personnel.Finally,this paper summarizes the research and draws corresponding conclusions.It is hoped that this study can provide some theoretical suggestions for real estate enterprises to better improve the customer relationship management of related companies.