Research On Customer Relationship Management Optimization Of Lihui Company

With the industrial upgrading of packaging material industry,customized production has become the main mode of packaging material product manufacturing,and the traditional "product-centered" management mode has gradually shifted to "customer-centered".Under the environment of increasing competition in the industry,how to effectively utilize enterprise resources to develop new customers,maintain old customers,enhance customer satisfaction and loyalty,and maximize customer value is what packaging material enterprises need to focus on.This paper takes Lihui Company,a small company in the packaging material industry,as the research object.Via field investigation,questionnaire and interview,this paper has learned about the company’s market environment,operating conditions and organizational structure,and analyzed the current situation of customer relationship management.It identifies the problems of slow growth of new customers and low profit contribution,lack of effective customer segmentation and customer differentiation management,rising customer churn and insufficient customer informatization management ability in Lihui Company’s CRM.The reasons for the related problems lie in the following four aspects: the customer identification work of Lihui Company is not in place,and it lacks a clear target range of customers;The company does not have a thorough understanding of the attributes of its existing customers,does not carry out a comprehensive and accurate assessment of customer value,resulting in too rough customer segmentation and differentiation management;It lacks customer churn management and targeted retrieval strategy;Lihui company on CRM system cognition is not enough,and the existing CRM modules are not fully utilized.In order to develop a scientific and feasible optimization scheme,this paper comprehensively uses the customer relationship management theory to mine and analyze the customers of Lihui Company from different angles.Through the analysis of customer characteristics and customer life cycle,the paper clarify the target customer portrait,grasp the customer distribution in different periods.Besides,we reasonably evaluate the value of existing customers and optimize the segmentation approach.This paper combines the current business status and market environment of Lihui Company,aiming at the existing problems in customer relationship management of the company,and puts forward a specific optimization scheme,including: according to the analysis of customer characteristics,the company needs to clear target customer group positioning,select potential customers,and improve the efficiency of new customer development;On the basis of the different customer value segmentation,Lihui company should allocate enterprise resources properly and improve customer differentiation management;The company needs to combine RFM model for customer churn prediction,identify the reasons of customer churn and strengthen the retrieval of quality customers;Reasonable evaluation of the effectiveness of the existing system of customer relationship management module is necessary,besides,we should update and upgrade the system according to the evaluation in order to improve the level of management informatization.At the same time,we will promote the implementation of the optimization plan by strengthening institutional,cultural,personnel and financial guarantees to boost the sustainable development of enterprises.