Research On Customer Relationship Management Optimization Of A Medical Device Company

Under the background of the continuous introduction of national medical reform policies,the medical device industry has entered a stage of rapid development,which has both opportunities and challenges.As the scale of the medical device industry continues to rise in recent years,the scale of in vitro diagnosis industry,as a major category of the medical device industry,is also rising rapidly.China has made great efforts to build a medical industry chain,encouraging domestic enterprises to break through core technologies and participate in international competition,so as to break barriers to imported medical devices.In the procurement of medical devices,the policy emphasizes improving the supervision mechanism and encouraging fair competition among enterprises.On this basis,facing the fierce competition in the medical industry,how to dig out customers and improve customer satisfaction has become the focus of the industry and scholars.In this public environment,as A company focusing on the field of emergency in vitro diagnosis,it faces fierce industry competition.Although it has a strong research and development ability,it needs to readjust the traditional customer relationship management method to solve the problems of customer decline,retention of quality customers,and exploitation of potential customers.This paper aims to optimize the customer relationship management of A medical device company by improving customer satisfaction.The SWOT model is used to analyze the current situation of the company at the beginning of the study.Then,through interviews with internal employees,the breakthrough point of corporate customer management is determined,key factors of customer satisfaction of Company A are explored,and enterprise management strategies are optimized accordingly.This study designed a satisfaction questionnaire based on the ECSI model and explored the influencing mechanism of customer satisfaction.By analyzing the questionnaire data,the primary factors affecting customer satisfaction and the mechanism of action are determined,the problems existing in objective relationship management of the company are summarized,and the optimization strategies are established in terms of expanding the company’s influence,fully meeting customer expectations,and improving customer perceived quality and perceived value.So as to improve customer satisfaction,which can achieve the purpose of optimizing customer relationship management and enhance the company’s interests.Finally,four aspects of guarantee implementation--manpower,capital,technology and system are given to ensure that A medical device company can establish a scientific,effective and perfect customer relationship management system.In the empirical analysis of A medical device company,this paper applies appropriate theories and models to expand the application scope of customer relationship management theory in the medical device industry,which further enriches the application scope of this theory.On the other hand,I found the deficiencies in customer relationship management of A medical device company,and proposed feasible optimization plans,which solved practical problems for the company.