Research On Customer Relationship Management In JHD Company Based On Customer Value Analysis

With China’s economic development,real estate development,infrastructure construction and energy mining promote the construction machinery industry,the current construction machinery aftermarket parts sales industry competition is fierce,mechanical enterprises digital reform and product update and iteration,so that customers’ requirements for related products and technical services continue to improve,to meet customer personalized needs has become a traditional enterprise attention at the present stage.In order to gain a foothold in the competition,engineering parts sales companies that rely on the traditional mode of sales need to improve customer satisfaction and establish long-term stable customer relations,so as to make the company gain profits and maintain development.JHD engineering parts sales company engaged in mining machinery parts sales and maintenance services,the company’s customer relationship management is simple and extensive,in recent years,customer loss led to sales decline,customer relationship management is in urgent need of improvement to obtain and maintain customers,so as to ensure the survival and development of the company.Based on relevant customer relationship theories,this thesis firstly analyzes the environment of construction machinery industry,introduces the current situation of customer relationship management of JHD company,and then conducts a questionnaire survey on customer satisfaction and analyzes the results.It concludes that the problem of customer relationship management of the company is the lack of customer segmentation and differentiation strategy.Secondly,in order to subdivide customers,the customer value evaluation system is established.Three first-level indicators,including customer qualification,customer potential and customer contribution,and 12 second-level indicators,including customer operating status,customer equipment value,customer purchase growth rate,customer credit and unit profit,are selected.AHP is used to confirm the weight of evaluation indicators.Develop different scoring methods for qualitative and quantitative indicators,assign value to customers successively and carry out comprehensive weight conversion score,and calculate the comprehensive score of customer value.Finally,taking the customer qualification index as the center,the high and low qualification customers are found out by clustering analysis,and eight types of customers with high potential,high contribution and low potential and low contribution are respectively obtained by clustering analysis.The results show that in order to optimize the customer relationship management of JHD company and explore more potential value,the differentiation strategies based on customer segmentation from the perspective of customer value are as follows: a type of customer with high qualification,high potential and high contribution should be assigned key customer service teams;The second type of customers have high qualification,high potential and low contribution,which should focus on improving customer satisfaction.Three types of customers with high qualifications,low potential and high contribution should form one-to-one special customer service;Four types of customers with high qualification,low potential and low contribution need to implement regular visits to key customers;Five types of customers with low qualification,high potential and high contribution should implement service fine management;The six types of customers with low qualification,high potential and low contribution should carry out product and service promotion activities;Seven types of customers with low qualification,low potential and high contribution should make sales proposals for customers;Eight types of customers with low qualification,low potential and low contribution mainly implement low-cost regular visits.In order to ensure the effective implementation of customer relationship,the research puts forward the safeguard measures:building customer-centered corporate culture,improving customer information system and strengthening staff training.Through the analysis of customer relationship management problems of JHD company,differentiation strategies and safeguard measures are implemented for corporate customers to obtain core competitive advantages,improve corporate profitability,and achieve business objectives.At present,there are few researches on customer relationship management based on customer value analysis in engineering parts sales industry.It is hoped that this study can provide reference suggestions for similar enterprises.