Customer relationship management and marketing strategy

Customer Relationship Management and Marketing Strategy

In the face of such a competitive market environment, the traditional marketing methods have been unable to meet the sales of products and customer demand, we must change the past commodity-based values, really set up a customer value-centered and personalized service-oriented marketing concepts, and combined with the most scientific and effective analysis of the current demand for optimization of the marketing The company's strategy is to optimize the marketing strategy by combining the current scientific and effective demand analysis to achieve the long-term development of the enterprise.

First, the background of customer relationship management

With the deepening of China's reform and opening up, China's market economy is undergoing radical changes, the market is showing a trend of diversification, differentiation, personalization, and in order to better respond to the needs of the market in the new era, the traditional marketing strategy reform and optimization. Traditional marketing strategies are reformed and optimized. Traditional marketing strategy has been unable to meet the needs of today's customers, excellent product design, reliable product quality is no longer a guarantee of good sales, and marketing strategy based on customer relationship management is the product of the trend of the times, it meets the special needs of customers, for the customer's personalized needs to design marketing tools.

Second, the connotation and characteristics of customer relationship management

1. Customer relationship management connotation

Customer relationship management is a new market management model, which emphasizes the role of the market under the importance of the customer in the enterprise and the market in the mutual cooperation of the marketing in the realization of the interests of the enterprise and to stimulate the vitality of the social market at the same time, but also harvest a number of loyal customers. It also gains a group of loyal customers. Therefore, customer relationship management refers to the marketing process, pay attention to the interests of customers, pay attention to the communication with customers, understand the special needs of customers and do their best to meet them, which is not only conducive to understanding the customer's real demand for products, but also enables enterprises to make clear that the market is really oriented to the traditional commodity-centered transition to customer-centered, customer relationship management is really achieved, this kind of marketing to corporate Customer core values-oriented marketing will be the future of marketing strategy for the big change, while the survival and development of enterprises to point out the direction.

2. Characteristics of customer relationship management

(1) One-to-one marketing. As a new type of market relationship management, one-to-one marketing is the most fundamental feature of customer relationship management, it is the enterprise according to the market and through active communication with customers, to understand the customer's personalized needs, and feedback information in a timely manner into the production, improve product demand and better meet customer needs, to provide customers with a dedicated personalized service.

(2) Multiple communication methods. In the process of obtaining customer-related information, communication mode of communication is a direct source of information, and in order to better take care of the customer's . In order to better take care of the interests of customers, the communication mode is also showing a diversified trend, such as online communication through the network, or through the direct contact of the cell phone client, as well as through the product information feedback and other ways to obtain relevant information, this kind of diversified communication mode can provide customers with fast, convenient and comfortable service.

(3) Information resources **** enjoy. Enterprises through one-on-one exchanges with customers, the customer's personalized needs information, this information is not a separate department of the enterprise **** enjoy, but the relevant departments and personnel will be on these collected information for the detailed summary and sharing, which is not only conducive to the optimization of the information **** to enjoy, but also conducive to improve the department and departmental organization of the link between the organic combination of multiple departments to provide more efficient and convenient service for the customer. Customers to provide more efficient and convenient service.

(4) intelligent data analysis. In the customer relationship management information obtained through intelligent data analysis to extract important data, these data analysis will better guide the enterprise to meet customer demand, and can be analyzed through the data to understand what customers really need, which is not before, intelligent data analysis results will be stored in a comprehensive database for easy access later.

Third, customer relationship management marketing strategy

1. To meet customer demand, provide personalized service

To really get the business personalized service, it is necessary for business service personnel to fully understand the difference between personalized and standardized service, first of all, from the service requirements, if the standardized service is for most people * * * *. Standardized service is for the majority of people **** the same basic needs, then personalized service is for the independent individual to meet the different needs of the service, the service requirements are more stringent and special. Secondly, the traditional standardized services pay more attention to people's material needs, and these standardized services are only basic, not comprehensive enough; and personalized service in addition to the basic material needs of guests to meet the needs of the guests, pay more attention to the needs of the guests in the spirit of the needs of the service field is more specific. Finally, personalized service can make people feel satisfied, more from the spiritual level of pleasure to the public, to the public to leave a good impression or even become a repeat customer.

These three personalized service and standardized service differences should be carefully understood and grasped by the service personnel, to set up a correct personalized service concept in mind, according to the corporate culture and the connotation of the corporate philosophy of personalized service design and innovation. Really establish customer value as the center and personalized service-oriented marketing concept.

2. Set up a highly efficient marketing team to build a customer-oriented corporate culture

The construction of a customer-oriented corporate culture is the basis for marketing success, companies need to set up this customer-centric values, while around the core values of the components of the efficient marketing team. The marketing team is bound to uphold a customer-oriented professional attitude and service concepts, to create a good communication mechanism and office atmosphere, to grasp the customer's requirements, pay attention to the interests of the customer, so as to make the enterprise can make long-term dependence on the customer to do a good job of marketing.

3. Carry out network database marketing

Network database marketing is the effective integration of network marketing and marketing database. Network marketing is the use of network technology, communication technology, digital interactive media technology to achieve the purpose of enterprise marketing. Carry out network database marketing is not only low marketing costs, but also through the network platform as a tool to better enable customers to understand our products, and can be instant online communication, to understand the customer's understanding of the product and the understanding of the customer's real needs, so through the network marketing, the number of its customers is huge, so in the face of such a large consumer group, for their individualized needs analysis The purpose of establishing a marketing database can be more scientific and reasonable storage of huge customer data, and through the accurate analysis of the database, timely update of customer demand, and optimize the product for this demand trend to improve the humane design of the product to meet the needs of more customers.