Research On Customer Relationship Management Of Enterprise A

With the rapid development of the economy,continuous progress in science and technology,and further improvement of market systems,competition among steel and metallurgical industry enterprises is becoming increasingly fierce.The customer relationship management model of steel and metallurgical enterprises is gradually strengthening,and the methods of relying solely on product,price,and promotions to enhance competitive advantages are becoming increasingly difficult to achieve long-term development for steel and metallurgical enterprises.Choosing to establish long-term and stable cooperative relationships to avoid price wars has become the consensus of metallurgical enterprises.Therefore,enterprises are turning their attention to improving product quality and service quality while also paying attention to customer relationship management and striving to improve the effectiveness and ability of customer relationship management.Customers have become one of the decisive factors for enterprise competition,development,and growth in the modern market environment and are the cornerstone of achieving enterprise strategic development goals.This paper takes metallurgical enterprise A as the research object,using literature research,case analysis,and questionnaire surveys to explore customer relationship management issues in A enterprise.Firstly,this paper explores a theoretical basis for customer management analysis that is adaptable to the characteristics of the steel and metallurgical industry by studying and understanding relevant concepts,definitions,and theories from the literature on the current state of customer relationship management research at home and abroad.Secondly,the paper analyzes the marketing status of A enterprise and analyzes A enterprise’s customer relationship management status from customer recognition,customer classification,customer maintenance management,customer churn management,and other aspects.Through a questionnaire survey of some senior employees of A enterprise,the paper quantitatively analyzes the opinions and evaluations of A enterprise’s employees on customer relationship satisfaction and identifies deficiencies in A enterprise’s customer relationship management process.The research results show that A enterprise currently mainly has problems in customer recognition,lack of customer value classification,insufficient interaction in customer maintenance,and imperfect customer churn management system.The paper further explores the reasons for the problems.Finally,the paper proposes targeted and feasible strategies and countermeasures to improve A enterprise’s customer relationship management level,including improving customer recognition capabilities,categorizing customers by value,strengthening customer relationship maintenance management,and improving customer churn management systems.Through this study,it is beneficial for A enterprise to continuously improve customer loyalty and satisfaction,increase customer stickiness,improve customer service quality,and ultimately enhance A enterprise’s competitiveness in the new market after the supply-side reform.