Research On Optimization Of Customer Value Management Of B Company

In recent years,the growth of domestic logistics market is weak,and the demand for heavy trucks is declining,leading to the increasingly severe living environment of heavy truck enterprises.Under the competitive situation of narrowing the gap in product,technology,quality and other aspects,the improvement of customer management ability has become the key to enhance the core competitiveness of heavy truck enterprises.The current direction of competition in the heavy truck industry has shifted from capacity competition,sales competition,and market coverage competition to customer resource competition,customer value realization ability competition,and data management ability competition.In particular,the rapid development of big data technology has pushed heavy truck enterprise management from traditional "business-driven" and "experience-driven" to "data-driven." For heavy truck enterprises,how to scientifically classify the heavy truck industry and customers,improve customer value management capabilities to meet the individual needs of heavy truck customers,and establish long-term partnerships with customers to sustain value contributions has become a pressing issue for the new generation of heavy truck enterprises.This paper takes the customer value management of B company as the main research content.Based on the research on the industrial environment,industry development trend,customer structure and demand changes,and strategic planning direction of major heavy truck enterprises,it combines the relevant concepts and theories of big data,customer value,value co-creation,customer value management system,etc.Carry out the effect evaluation on the core elements of the "six-step method" of customer value management of Company B,including customer information management,customer classification management,customer communication management,customer sales transformation management,customer service guarantee management,customer relationship maintenance management,etc.It is found that there are some problems in the current customer value management of B company,such as unclear definition of customer industries,inconsistent customer classification standards,imperfect customer value evaluation methods,insufficient value co-creation ability between enterprises and customers,incompatible management systems and information islands.In line with the principle of "customer-centric",guided by the value co-creation between B company and customers,and based on the existing customer data of B company,literature research method,comparative analysis method,field study method,case analysis method and other methods are adopted.Carry out three major tasks: "heavy truck industry and customer classification,customer value management process optimization,CRM system optimization".Firstly,according to different definitions of heavy truck transportation industry and heavy truck customer classification,the customers are divided into strategic customers(A),key customers(B)and general customers(C),and the direct value and potential value of different types of customers are comprehensively evaluated by correlation analysis,variance analysis,questionnaire survey and other methods.Then through customer empirical analysis to verify the evaluation method is scientific and put forward targeted management strategies.Secondly,the "six-step method" of customer value management of Company B is refined into five key nodes including "acquisition of customer value information,pre-sales customer experience management,realization of customer value management,delivery of customer demand during sales,and maintenance of after-sales customer value",so as to dig deep into customer pain points,meet customers’ needs for personalized and differentiated products and services,and help customers enhance value.Thirdly,the CRM customer management system is integrated with other management system functions to improve the standardization of data,solve the problem of isolated information,and lay the big data foundation for further in-depth customer value analysis.Finally,by strengthening the customer management concept,talent,organization,technical support,to ensure the efficient implementation of customer value management.Through the above methods and steps,realize the value co-creation between enterprises and customers,improve the interdependence between enterprises and customers,and then realize the long-term cooperation with customers and customer value maintenance.The conclusions and relevant results of the study on the optimization of B company’s customer value management system also have certain reference significance and value for other enterprises in the heavy truck industry and other traditional manufacturing industries.