Research On Optimization Of R Company’s Customer Management Strategy

In the business context of gradual shift from incremental market to stock market,the evaluation of customer value and effective response to customer needs become important strategies in enterprise management..Innovations in management models and advances in technology have made fine-grained customer management an important option for enterprises.At present,research on customer management is mainly focused on the design and development of CRM and key account management,and the overall research is relatively scattered.To address this issue,this paper uses customer lifecycle theory and cutting-edge research on customer experience management and customer success management as guidance to explore the application of refined customer management strategies in enterprise management,to improve enterprise service levels and customer satisfaction.This paper takes R,a leading company in the field of local lifestyle services,as the research target,and focuses on its business characteristics and problems in customer management to develop an optimisation plan.The paper identifies problems through questionnaires,analyses the causes through in-depth interviews,develops a customer management system based on the customer lifecycle,designs optimisation solutions in four areas,including customer resource division,customer hierarchy management,customer experience management and customer information management,and proposes corresponding implementation and guarantee mechanisms,so that the optimisation strategies can be continuously improved and iterated.In the research process,the problem analysis and the design of the optimisation plan are strictly based on the objectives of customer management to ensure the effectiveness of the customer management optimisation strategy.This paper has positive implications for R to solve the current problems of customer management,and to build a customer management system based on the customer lifecycle and the core objectives of customer management with the advantage of its digital operation.At the same time,this study can also be used as a practical study to supplement the research on customer management.