The Research Of H Company For Customer Relationship Management

Contemporary competition has shifted from product competition,service competition in the past years to customer relationship competition.As products and services are easy to be homogenized,customer relationship is difficult to duplicate.Therefore,the concept of customer relationship management has been introduced,its emergence helps enterprises to manage customer resources scientifically and informationally,to realize the deep diving of inventory customers and the expansion of incremental customers.H Company as the object of this study is a communications equipment and service provider which provides communications solutions,founded in 1987 it has just entered the market for thirty-first year.It took 25 years for H Company to become the first private enterprise in the world in 2013 with 20,000 RMB registered capital,its development is amazing and worth learning for the industry.Based on this,we conducted a case study,theoretical study,summarized the success of H company as its fully awareness of customercentric,which is incorporated into the company's core values.From the case study,we can divide the development of H company's CRM system into three stages,each stage H company combines the internal and external environment to optimize the CRM system,continuously changes its processes and systems to adapt to this rapidly changing era,as well as the unchanged customer-centric corporate culture.However,it is undeniable that any change will be inadequate.Although the current customer relationship management system of H company has been driven by change,it still has its shortcomings and needs to be optimized and improved,optimization will start from process and transformation,system intelligence and marketing experience.This thesis takes the customer relationship management of H company as the research object.Through the research of this thesis,with the support of the theory of customer relationship management,it carries on the case analysis to the customer relationship management system of H company and explores the unceasingly changed and optimized strategy,the information system,the marketing experience,analyzes insufficient of current customer relationship management,puts forward optimization programs to effectively improve the company's customer relationship management level.