The Study of Customer Relationship Management of Guo Guang Corporation

Author: ZhangMeng
Tutor: ZhangYiShan
School: Jilin University
Course: Business Administration
Keywords: customer relationship management customer satisfaction customer relationship
CLC: F274
Type: Master's thesis
Year: 2009
Downloads: 299
Quote: 2
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Abstract

The new century is the "customer economy" century. Who can use the concept of customer relationship management' dissertation">customer relationship management, who will be able to grasp the competitive advantage. With the electronic information process starting, the terminal companies experienced development rapidly. The terminal market is beginning from high profits to the micro-profits and the sales development is from mass to saturation.The Guoguang company encountered profit decline, management extensive, the quality of service badly and the costs of marketing less. Introducing the theory of customer relationship management, it is significance to the Guoguang company.In this paper, starting customer relationship management of Guoguang company, we analied of the causes and bank customers characteristics. We Put forward the strategy of customer relationship management. We want the operational approach and business process to make the customer relationship management well. The text has five sections. The first part is the profiles and customer relationship management of Guoguang company. Guoguang is a factory of producting terminals. The terminal is a dedicated computer for the banks. The customers of Guoguang company are Industrial and Commercial Bank of China, Bank of Communications, Agricultural Bank of China, China Construction Bank, Shenzhen Development Bank and Shanghai Pudong Development Bank.The questions of customer relationship management are following.The daughter of emperor is not worry about married.And the backwardness concept is also widespread on leadership. The headquarters take traditional operations and also make extensive management.The sales policy of headquarters is a full marketing and regional operators, but the results are not obvious.There are no the database and customer relationship management system. The personnel changing, the project may come to a halt. Corporation often controls the cost on the branch and lacks of supervision on maintenance service. The quality of branch and incentives assessment mechanisms are not suit for the development.The second part is analying of the characteristics of terminal industry. The characteristics can be a very good chance on implementing customer relationship management.The characteristics of bank customers and the bargaining power of banks are the basis of implementing on the customer relationship management. The good customer relationship can brought about light prices. Large procurement, return stability, being assured,marketing difficultly and the bank staff structure stabilitily are the basic condition of customer relationship management.Guoguang company can use these characteristics to build customer relationship management.It is the basic condition of building new customer relationship. Differentiated demand of bank customers, the banks information together and changing competitive business model led to implement customer relationship management in Guoguang. The need enable the company to seek changing in thinking. The company is use of customer relationship management to develop. The theory of customer relationship management can be found. Keeping the customer-centric, the company carry out the customer satisfaction acts to reach customer loyalty. So that keeping the old customers is more important than developing new customers. It is an important aspect of customer relationship management.The third part is customer relationship management of GuoGuang.According to the bank customer demand, the company keeps customer-centric, emphasizing customer service, coordination of marketing and maintenance services.So that the Guoguang company and bank customers make "win-win" effect.And the company gets customer satisfaction.That is the core of customer relationship management.Finding the demand and meeting the needs of bank customers satisfaction are basic requirements of customer relationship management.The strategy of customer relationship management can be embodied in three professionalisms.The company understands bank customers professionally,the work of marketing services professionally and the terminal performance professionally.The divisions have the customer relationship management,summ up the think, such as weekly morning meetings and weekly reports. Customer relationship management in the marketing system is turning the sales to the customer relationship managers. A senior management team is established including marketing headquarters, branch, terminal development, terminal productive.Having a comprehensive implementation plan, the company can identify the source of key products, make customer-centric organization and organizational culture.After assessment, awareness, demonstration, training, promotion, the company can implement customer relationship management. The company is focus on the rights of customer relationship managers. So it will make senior leadership team into counseling team. And making the bank customers needs replace the judge of the leadership.Form logistics selection, the company makes brand of outstanding logistics companies into the company’s value-ray system. The company is attach the importance of third-party logistics. The company looks it as the value centers not cost centers. The company is establishing the information sharing and profit sharing relationship with them. Guoguang database is a technology tools of customer relationship management. At the same time, the headquarters clarify the implementation steps of customer relationship management.The fourth part is the implementation strategy of customer relationship management.The part revolves around four aspects.It is understanding the demands of bank customers.Terminal development and sales are from the demands. The implementation of customized marketing programs can improve the loyalty of bank customers.Maintenance services is also a product.Providing quality services make the bank customers feel brand of manufacturers. Customer relationship management is not formed in the short term.Combined with the company’s actual situation, the company is planning implementation step by step.In implementation customer relationship management,the company identifies the project preparation period, the pilot period,the core period and the external phase.The company has the intuitive view of customer relationship management . The implementation of customer relationship management have three suggestions. The each sector will be implemented in phases step by step. The company clears customer-centric philosophy.And customer relationship management is essentially a business strategy.The fifth part is the conclusion of this article. It points out the limitations of the article. The company discusses the customer relationship management strategy, knowns the impact of terminal manufacturers .From this paper, the research of customer relationship management is only a framework.Standardized business processes and researched the process can conducted on the customer relationship management.The company hopes to correctly handle the relationship about bank customers . The construction of the organizational culture,the supplier system,the call centers and other media of customers have implementation methods.In general, the company will take implementation of customer relationship management processes step by step to keep the company stabilitily. The software company and marketing headquarters make customer relationship management systems, having the implementation methods. It is the common wish that the companies make century-old enterprises.Chinese entrepreneurs have the wish.On harmonious society, getting harmony between customers and companies,it is great significance.

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