Research On Small And Medium-sized Customer Relationship Management Of A Company Based On IDIC Model

In recent years,with the rapid development of the Internet,the business model of enterprises began to change.The focus of competition among enterprises gradually shifted from product competition and service competition to customer competition.Customer resources have gradually become one of the most important resources of enterprises.At the same time,due to the diversification of business platforms,the market is no longer unique to large customers,and the competition between enterprises and small and medium-sized customers is becoming more and more fierce.The implementation of small and mediumsized customer relationship management has gradually become an important means for enterprises to improve their core competitiveness.In order to adapt to the changes of the market and solve the problems existing in the small and medium-sized customer relationship management of the customer service department,company a began to implement the small and medium-sized customer relationship management scheme.How to successfully realize the effective customer relationship management,better explore the market and promote the business development of company a has become the key problem faced by the customer service department of company A.Based on the above background,this thesis takes the small and medium-sized customer relationship management of Panyu Customer Service Department of company a as the research object.Based on the relevant theories such as customer life cycle theory,customer value theory and relationship marketing theory,this thesis deeply analyzes the current situation of small and medium-sized customer relationship management of customer service department and the hidden problems by using the methods of literature research,questionnaire and interview,Then,based on IDIC model,gradually build a small and medium-sized customer relationship management scheme from four aspects:customer identification,customer differentiation,customer interaction and customer personalization;In addition,in order to ensure the smooth implementation of small and medium-sized customer relationship management scheme,this thesis also puts forward guarantee measures from the aspects of improving organizational structure,improving sales skills and optimizing management mechanism to ensure the smooth implementation of small and medium-sized customer relationship management scheme.This thesis makes a comprehensive analysis of small and medium-sized customer relationship management of company a,and constructs a small and medium-sized customer relationship management scheme based on IDIC model.The research results have certain operability and practical significance,which not only provides reference for other companies and enterprises in the same industry,but also for enterprises in other different fields to build small and medium-sized customer relationship management schemes.