Case Study On Customer Relationship Management Of Petro China Company A

With the opening of the domestic refined oil market and the increasing market competition,Petro China Company a deeply realizes that customer resources have become the first resource for enterprise development,and customer relationship management is an important means for enterprises to maintain customers and improve their loyalty.Although the current enterprise has implemented customer classification management,the overall effect is general and does not achieve the expected goal.Therefore,in order to better manage customers and maintain more market share in the highly competitive environment,Petro China Company a must improve the level of customer relationship management.Taking Petro China Company A as an example,this paper studies its customer relationship management for the direct sales business in the enterprise.The full text is divided into four parts:the first part is the introduction,which mainly explains the basic contents such as research background and research ideas in detail.The second part will discuss the development overview,main business,customer relationship management status and industry background of direct sales business of Petro China Company A.finally,it will list three typical problems in the process of customer relationship management in the form of cases,including the inability to find customer information,the difficulty of customer maintenance,and the phenomenon of customer loss.The third part further analyzes the cases,and discusses the causes of the problems through combing the theory of customer relationship management,including inadequate customer information management,single way of customer maintenance and poor customer loss management.According to the above reasons,the fourth part puts forward specific measures and guarantee measures for the solution according to the actual work situation of the company,including strengthening customer information management,improving customer maintenance methods and strengthening customer loss management.This paper takes the direct selling business of Petro China Company A as the research object,makes a detailed analysis of its problems,and formulates solutions.It is hoped that through the research of this paper,it will provide a new development power for the direct selling business of Petro China Company A,and also hope to provide a new reference for the customer relationship management of other companies in the industry.