| DN is an adult IT vocational training and education company,established in 2002.In 2010,the software industry boomed and the demand for IT talents increased dramatically,but because the talents trained in universities lacked practical experience and did not match the talents required by the market,the IT vocational training industry became a bridge between the two,and the industry flourished,with companies sprouting up like a spring.DN has entered a period of rapid development from 2013 to 2017,but due to the large number of companies and fierce competition,DN has blindly expanded in order to seize the market,ignoring many management issues,social customer relationship management being one of them.Since 2017,complaints and refunds have gradually increased,DN’s reputation in the industry began to decline and customers began to be lost.Therefore,strengthening and improving social customer relationship management and maintaining good relationships with customers are effective management methods to prevent user loss,improve reputation and effectively increase the company’s market competitiveness.Based on the IDIC model,this thesis presents an in-depth analysis of DN’s social customer relationship management from four aspects: customer identification,customer differentiation,customer interaction and customer personalization,identifies the problems and causes of the company in this area,and then makes targeted suggestions for optimization.In the first chapter,the background and significance of the study are introduced,and the research framework and methodology are presented.In the second chapter,the thesis first defines and compares the concepts of CRM and social CRM,and summarizes the current status of their research.Then it introduces the theories related to customer relationship management,namely customer value theory and IDIC model,and incorporates social CRM into the IDIC model to give it a new meaning.In the third chapter,the basic overview of DN is introduced,starting from the data of annual number of trainees and actual business revenue,and then combined with the management of the enterprise in actual operation to find out the factors affecting DN’s customer relationship,and accordingly diagnose DN’s lack of customer precision identification ability,too general customer classification,low quality and slow response of customer interaction,lack of customer The problems such as customization and personalized demand marketing are identified.Chapter 4,after identifying the problems in DN’s social customer relationship management,this chapter provides an in-depth analysis of the causes of the problems.The fifth chapter introduces the excellence of KY English’s social customer relationship management with a comparative case study,which provides a reference for DN’s optimization and improvement.In the last chapter,based on the IDIC model and the successful experience of KY English,this thesis proposes specific suggestions for optimization in four areas:customer identification,customer segmentation,customer interaction and customer personalization.In addition,in order to ensure the smooth promotion of DN’s social customer relationship management optimization,suggestions are also made for improvement in terms of infrastructure,including corporate culture,staff specialization,and customer acquisition channel operation and management,taking into account the company’s own situation.By using the IDIC model and customer value theory,we analyze DN’s social customer relationship management in depth and propose an optimization strategy for social customer relationship management,which is a guiding meaning for the optimization of DN’s social customer relationship management implementation and provides some reference for social customer relationship management of similar education enterprises. |
