The Study On Customer Value Management Of B Company Based On Life Cycle Theory

With the development of science and technology,customer-oriented relationship management plays an increasingly important role in the market competition.In the market competition,the quantity of customer is limited,so the competition between medical cosmetology institutions must be very fierce.It is particularly important to strengthen customer relationship management,give full play to customer value,and improve customer satisfaction and loyalty.B Company is targeting at high-end customer.As the price of medical cosmetology industry becomes more and more transparent,and related national department constantly regulates medical cosmetology institutions,the operating income of B Medical Cosmetology Company has been declining in the past two years,because of lack of scientific guidance of customer relationship management,insufficient customer segmentation and high complaint rate,weak customer development,etc.The above problems resulted in the lack of competitive advantage.This study analyzes the industry environment of B Company,and pointes out the opportunities and challenges faced by the company according to the current development situation of the industry.Then,the internal diagnosis of the company was carried out from collecting the company's historical data,reviewing the current situation of customer relationship management and customer complaint rate.These data are sorted out and analyzed to point out the problems in customer relationship management.Then,under the guidance of relevant theoretical tools,the reasons for the customer relationship problems are analyzed.The four problems and corresponding solutions are as follows:First,broad customer classification problem.A classification standard based on the customer ABC classification and a customer segmentation implementation standard were formulated.Second,weak customer development.Establish the customer relationship management system,then increase online multimedia development channels and offline multi-platform channels to improve customer development capabilities.Third,frequent customer churn and weak customer stickiness.Differentiated management of churn customers are put forward.Try to recover the lost A customers and B customers,and abandon the bad customers of C customers.Fourth,high customer complaint rate.Customer satisfaction is improved through measures such as personalized service and timely handling of customer complaints.At last,implementation guarantees are proposed to ensure that the company can truly and effectively establish a scientific customer relationship management system.The purpose of this study is to help B Company improve its business management and its operating efficiency and competitiveness.It is also hoped that it can provide reference for the development of other medical cosmetology companies and institutions.