Research On The Improvement Of Customer Relationship Management In M Mother And Child Shop

With the improvement of economic level and the opening of China's comprehensive two-child policy,China's mother and child industry has entered a high-speed development era,mother and child enterprises have sprung up,customers have become an important competition for resources,customer relationship management has become a required course for enterprises.The rapid increase of the number of customers and the emergence of competitors also put forward new requirements for the management of customer relationship between mother and child enterprises.This paper summarizes the concept of customer relationship management,customer satisfaction theory and 4C theory,and on this basis investigates the current situation of customer relationship management in mother and child stores.Through the customer satisfaction survey,it was found that M mother and child shop customer relationship management in the customer relationship development,maintenance and rescue of the three stages of customer demand identification is not accurate,high customer shopping costs,enterprises and customers poor communication,to provide customers with inadequate convenience and other issues,the use of fish bone analysis to find out the cause of the problem.Finally,the paper puts forward the specific contents of the customer relationship management improvement of M mother and child store from the aspects of improvement goal,improvement principle and improvement idea:accurate identification and customer demand,reducing customer shopping cost,strengthening the two-way communication between enterprises and customers,and maximizing customer convenience.And to improve the implementation of the program to strengthen the enterprise customer relationship management awareness;strengthen customer relationship management team building;improve customer relationship management hardware and software facilities;implement customer relationship management performance evaluation and other specific safeguardsPeople are used to put more energy into the problem of customer relationship management of large mother and child enterprises,and there is little research on the emerging mother and child enterprises in rural areas.This paper analyzes the current situation of customer relationship management of M mother and child shop in S county,finds out the reasons and puts forward specific improvement plans to provide important reference for the customer relationship management of M mother and child shop and similar enterprises in rural areas.