Research On Customer Relationship Management Of Guangdong Broadcasting And Television Of Company B

In recent years,more and more enterprises focus on customer relationship management and study how to increase enterprise value through efficient customer relationship management.In the ever-changing market competitive environment,B company realized that it was no longer appropriate to continue to take the high price route.As Guangdong Broadcasting and Television Network Co.,LTD.(hereinafter referred to as "Guangdong Broadcasting and Television Network")conducts centralized bidding and procurement,Company B must strengthen the relationship with Guangdong Radio and Television’s customers in order to improve customer satisfaction and maximize the company’s profit.In customer relationship management,employees play the role of "bridge",which is an indispensable part of the customer relationship management.Therefore,the paper should take the relationship between the company and employees into consideration when studying the customer relationship management of B Company Guangdong Broadcasting Company.This paper conducted a questionnaire survey on the satisfaction of B Company’s Guangdong Broadcasting and Television customers and B company’s employees,and then conducted an interview survey on such customers and B company’s employees according to the results of the questionnaire survey,so as to deeply communicate and explore the problems existing in B Company’s Guangdong Broadcasting and Television customer relationship management.This paper uses IDIC model(Identify,Differentiate,Interactive,Customize)to optimize the Guangdong Broadcasting and Television customer relationship management of B company.First,the paper uses the customer segmentation theory to identify customers.Secondly,this paper distinguishes customers according to the theory of customer value.The purpose of this is to invest limited resources into high-value customers,focus on developing and maintaining large customers,and create more value for the enterprise.Thirdly,B company interacts with customers effectively,optimizing customer satisfaction and strengthens customer relationship management.In the process of improving customer satisfaction,company B first needs to understand customer expectations.When the products and services provided are greater than customer expectations,customer satisfaction is higher.Finally,Company B implements differentiated customer service to provide customers with more convenience,reducing the workload of customers,and providing customers with more than expected services to strengthen customer stickiness.Meanwhile,Company B needs to pay attention to the followup guarantee of customer relationship management,including corporate culture guarantee,system guarantee and technical guarantee.