Research On Customer Relationship Management Of J Company

With the rapid development of mobile Internet and e-commerce,B2 C,C2C,WeChat mall,Community group purchase,O2 O,C2M and other new forms of retail keep emerging.The end consumers have more choices in the way and channels of purchasing commodities.Consumers can find personalized products suitable for their needs in many channels,instead of being restricted by the location.The retail industry has entered the era of consumer sovereignty.In this context,various types of retail enterprises have been using CRM,big data and other technologies to strengthen customer management and analysis,trying to understand customer needs,to provide accurate services for customers,so as to win the market and gain competitive advantages.J company is a multi-industry group retail enterprise located in Xingtai,Hebei province,with more than 50 shopping centers,department stores,supermarkets,home appliances,community fresh food and catering stores,and over 1 million registered members.J company has maintained a good development trend since its establishment in 1999.In recent years,it is impacted by a variety of new e-commerce modes and the entry of Wal-Mart,YongHui,WanDa and other large domestic and foreign retail enterprises,the growth rate of enterprises declines,and customers also lose to some extent,the revenue growth rate of J company is declining.The methods of customer relationship management adopted by J company cannot meet the requirements of enterprise development,so it is urgent to optimize and upgrade.This article mainly research the present condition of the customer relationship management(CRM)of J company,and the theory of CRM and industry's latest status,provide a solutions to improve customer relationship management in the new era of retail.Firstly,this article investigates the current situation of J company in attracting and developing new customers,how to maintain customer relationship and reduce customer loss,analyzes the data of customer number and customer composition,and finds that J company's problems in customer relationship management,such as weak customer development,customer loss trend,careless customer classification management and low customerloyalty.Then,by combining the relevant theories of customer relationship management and the latest technological development,the article provides an optimization plan for customer relationship management of J Company.It can use the mobile Internet to achieve multi-channel customer development and maintenance,improve customer classification methods,and establish customer labels,so as to realize detailed classification of customers so as to better grasp customer needs,and strengthen customer opinion collection to avoid customer loss.Through research and analysis of this article,combining with the application of the latest customer management concept and technology of J company to offer concrete measures and methods to improve customer relationship management,customer service through precision for J company more competitive aspects to provide help and support,also provide a reference for other retail enterprises to improve customer relationship management and using for reference.