Research On Optimization Of Customer Complaint Management Scheme Based On 4R-model Of Crisis Management In X Company

Control valves,one of the key equipments in the field of industrial process control,are widely used in petroleum,chemical,natural gas,steel,electric power and other industries.Control valve industry in China started in the 1960 s,with the continuous and rapid growth of China’s economy,control valve industry has made great development,the market capacity is about 30 billion yuan in 2019.The concentration ratio of China’s control valve industry(CR4)reached 36.08% in 2019,beginning to show the characteristics of oligopolistic structure,and has a trend of further increasing,the top of the strong enterprises will be stronger,the weak enterprises will be gradually kicked out.Facing the increasingly cruel market competition environment,private enterprises of control valves,which are relatively weak,must make up the shortcomings of management quickly,raise the market share and become one of the top enterprises,to stand firm and grow strong in the control valve market of China.Customer complaints caused by the problems of control valves,are the normal events to face for the control valve enterprises.The results of customer complaints have direct impacts on the market performance of the company.To handle customer complaints timely and effectively can consolidate customer relationships and improve market performance of the company.Failure to handle customer complaints may cause product crisis and brand crisis,which will result in returns,fines,and customer loss more badly.Customer complaints have become unexpected events for control valve enterprises to face in the operation of company,showing the characteristics of normalization.X company is a private control valve manufacturer.With keen market insight,it has firmly seized the opportunity of the golden decade development of the petrochemical industry,stood out and occupied a place in the control valve industry of China.During the process of development and growth,X company paid more attention to market development and enterprise expansion,but ignored the lean improvement of customer complaint management,and ignored the crisis hiding behind customer complaints and the potential risks for enterprise development.Studying the characteristics of control valve industry in China and the market competition environment,the thesis points out the problems of the customer complaint management in X company,through the analysis of X company’s operation,customer relationship management and customer complaint management.Based on the 4R model of crisis management theory and the theory of customer relationship management,the customer complaint management scheme of X company is optimized in an all-round way.At the end of the thesis,the process of the research is summarized and reviewed,and the future research direction is prospected.The thesis optimizes the customer complaint management scheme of X company and some solutions have been put into practice,gratifying preliminary results have been achieved.The customer complaint handling time and customer complaint rate have been significantly reduced.Besides enriching application research on the theory of customer relationship management and crisis management theory in the field of enterprise management,it also provides reference for other enterprises.