Research On The Improvement Of Customer Relationship Management Of V Company Parts Division Based On IDIC Model

With the rapid development of the market economy,the competition of enterprises has changed from product-centered to customer-centered.Customer relationship management has been highly valued in all walks of life.Due to its own business model in the manufacturing industry,products are mainly tangible products,and customer relationships revolve around products and pre-sales and after-sales services of products.It also has to change the thinking of manufacturing to the thinking of customers,and enter the market and interact with customers in a better mode.This article takes the spare parts division of V Company,where the author belongs,as the research object.V Company is a multinational enterprise headquartered in Germany.V Company,which has been rooted in China for more than 10 years,is its subsidiary.It mainly designs and manufactures papermaking machinery and equipment and provides after-sales services such as Spare parts,in-plant repairs,on-site service,etc.The new equipment business is highly cyclical,that is,the revenue will fluctuate greatly with the economic cycle.In contrast,the spare parts business can generate more stable long-term income,higher profit margins,and more sufficient cash flow.Therefore,the company pays more and more attention to the development of spare parts business and has incorporated the expansion of spare parts business into the group strategy.However,compared with new equipment,the spare parts business has lower technical requirements,and the market entry threshold is not high,which causes the spare parts division to face very fierce market competition.How to respond to customer needs as quickly as possible and improve customer relationship management capabilities is an important issue faced by the Spare Parts Division.This paper first expounds the research background,research purpose and significance,research status at home and abroad,research content,research methods and related theories of customer management relationship,and then uses PEST and Porter’s five forces model to analyze the paper industry in which the spare parts division of company V is located.Analyze the overall environment accordingly.And use the method of customer questionnaire to analyze the current situation and problems of customer relationship management of the spare parts business department of company V,and analyze the problems found in depth by combining IDIC model,customer segmentation theory,customer satisfaction theory,data analysis,etc.Finally this study believes that it is necessary to improve the customer relationship management solution of the spare parts business department of V company from four aspects,such as optimizing the ability of accurate customer identification,realizing differentiated differentiation of customers,strengthening customer communication and interaction management,and improving the level of customer customized service.At the same time,corresponding safeguard measures are put forward from the four aspects of system,technology,finance and human resources to ensure the effective development and implementation of V company’s customer relationship management plan,and to improve the customer relationship management ability of V company’s spare parts business department.While making future prospects,the limitations of this study are also analyzed.