| With the continuous development of economic globalization and knowledge economy,the arrival of the Internet age,Information technology is increasingly subject to the great attention of all parties.All kinds of enterprise application software are becoming an essential tool for the daily operation of the companies.However,whether it is in the face of become increasingly saturated demand of mature market economies and emerging economies seemingly infinite business opportunities,the software companies who are delivering these enterprise application solutions are facing more and more pressure of competition and challenges.In addition to the continuous improvement of product features and service quality improvement,a considerable part of the corporate strategy becomes focusing on the maintenance of existing customers.In order to realize the cross selling and up selling with the goal of enhancing customer adhesion degree,mining the potential value of install base customers,how to improve customer satisfaction is definitely the most important basis for all the goals above.Elite is a multinational software company which headquartered in the United States & its parent company is Golden Gate capital.Through the way of merger and acquisition in the global scope over 20 software companies,Elite is the world's enterprise level application software and service provider,helps 164 countries / regions more than 70000 customers improved operation,promotes the growth and rapid adaptation to changes in the needs of the business.In recent years,Elite with its outstanding software products gradually extends to the Chinese market.To gain more market share in increasingly intense market competition,in addition to the quality of software products,customer satisfaction is extremely important.With the improvement of customer satisfaction and ensuring customer retention rate,it is more convenient to play a combination of boxing,with other software solutions to existing customers,improve the degree of adhesion of customers at the same time,and constantly improve market share as well.This paper focuses on the Elite company's customer service customer satisfaction.From the survey of customer satisfaction for Greater China customers,it can be seen in 2012 to 2014,customer satisfaction changes from 9.04 down to 8.56.At the same time,customer churn rate rose from 6.12 to 5.67 in the three years.The situation is not optimistic if Elite is planning to further realize customer value mining development based on good customer satisfaction.The main reasons include: first,the support service team does not response timely,the team is not professional,and the problems are not resolved timely and so on.Secondly,the customer complaint management issue,very few complaint channels and no complaints management system.Finally,customer churn management is opaque and no customer churn analysis.Based on customer satisfaction theory and service marketing theory,this paper analyzes the current situation of enterprise management software support service market,and puts forward the suggestion of improving the customer satisfaction.First,improve customer satisfaction by improving the response time of the support service,as well as optimize the solutions to customers;Secondly,through the establishment of complaints management mechanism,the crisis management,customer care plan to improve customer satisfaction;Finally,through the establishment of customer churn database,to carry out customer churn prediction and retention to improve customer churn management.The significance of this paper is to improve customer retention rate by improving customer satisfaction of Elite company and also aim to improve the company's customer management,improve the market competitiveness of Elite company,consolidate market position and provide reference for the effective management of the existing customers in the enterprise management software industry. |
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