How to Create ***Same Value Through Customer Relationship Management

How to Create ***Same Value Through Customer Relationship Management

Customer Relationship Management (CRM) is a management strategy that focuses on customer satisfaction. How to create *** same value through customer relationship management? Below I have prepared about, provide for your reference!

After the 1950s, more and more companies began to focus on customer satisfaction with their products, launched a corporate strategy focused on customer relationship management, and the effect of these strategies is not obvious. This is mainly due to the arrival of the experience consumption model, the relationship between the customer and the enterprise from the line model into a network model, each individual in the supply chain have become one of the main value creation. In this case, customers are no longer satisfied with the product or service itself, but want to participate in the production process of the product, through the experience of the product or company to **** with the creation of value.

Along with these changes, the theory of *** with the creation of value came into being, developing the traditional customer relationship management into a new customer relationship management model based on consumer experience, where consumers and companies *** with the creation of value.

*** with the creation of value theory

With the continuous development of the economy, the enterprise's production capacity continues to improve, the material supply of society is also greatly enriched. At the same time, the consumer`s consumption behavior has changed, the consumer demand for products is no longer only the use value of the product, but contains a series of psychological needs and personalized needs. At present, the new trends in consumer behavior mainly include: consumers pay more attention to personalization, pay more attention to the experience in the shopping process, pay more attention to product services and so on. More and more consumers are eager to participate in the interaction with the enterprise.

In the mid-to-late 20th century, most companies began to focus on the management of the enterprise value chain. In the traditional value chain, it only includes suppliers, producers, and sellers, and excludes consumers from the value chain. After entering the 21st century, with the change of consumer behavior, consumers gradually enter into the value chain, and enterprises *** with the creation of value. This *** with the creation of value activities have some characteristics, first of all, the consumer has become a member of the value creation process, individual consumers involved in the creation of the value chain process and with other consumers *** to enjoy the information, to achieve the maximization of the value; Secondly, in the process of *** with the creation of value, the formation of a network relationship between consumers, members of the various members of the information can be realized between the *** share, this kind of network structure can eventually enable consumers with the same characteristics to constitute a group; finally, this *** with the creation of value based on customer experience, consumers in the process of interaction with the enterprise to participate in the creation of value. Consumer interaction with the enterprise can be from a variety of perspectives, for example, consumers can participate in product research and development, the enterprise according to consumer demand to create new products; consumers also participate in the production of the enterprise, to help the enterprise to complete part of the work, but also to help the enterprise to promote and publicize the product.

Customer Relationship Management Improvement

According to the viewpoint of *** with the creation of value, the enterprise in the customer relationship management must be fully interacted with the consumer, so that the consumer joins in the creation of value, and the establishment of a stable customer relationship. In the improvement of customer relationship management, enterprises cannot design and produce on their own terms, but should fully interact with their customers and better produce according to consumer demand. In the new consumer model, companies should pay more attention to the psychological process of consumer shopping, through the consumer experience to continuously improve their products and services; at the same time, through the communication with consumers, to establish a stable customer relationship.

On the premise of creating value with ****, the enterprise's customer management information system should also make the necessary improvements to integrate the customer experience function into the system. Enterprises for consumer information should be summarized, the same kind of consumers to divide, and make the same kind of consumers can communicate effectively. In the management of consumer data, in addition to descriptive data reflecting the basic information of consumers, should be added to other information, mainly: First, promotional data, the purpose is to communicate the enterprise's promotional activities to consumers in a timely manner; Second, interactive data, recording the process of communication between the enterprise's employees and the consumers; Third, experiential data, recording the consumer's psychological condition in the process of purchasing.

In the process of improving customer relationship management, enterprises must also strengthen the establishment of corporate culture, enterprises should strengthen the training of employees, prompting employees to communicate with consumers to find consumer demand, and establish stable customer relationships; the new model of customer relationship management requires the construction of *** with the value of the network, which requires enterprises to strengthen the relevant improvements, so as to achieve coordination within the enterprise . The organizational structure of the enterprise should also be adjusted accordingly, in order to adapt to the net-like customer relationship model, the enterprise should strengthen the organization of the flattening, give full play to the enthusiasm of the staff, in order to achieve the enterprise staff can quickly respond to the needs of the customer; at the same time, the enterprise should be the business process, so that the various departments can be based on a timely response to the user's requirements.

With the increase in productivity levels of enterprises, consumer spending patterns are also changing. In order to improve competitiveness and maintain stable customer relationships, companies must improve the traditional customer relationship management model, which includes not only the strengthening of the technical field, but also the management and coordination of the enterprise's customer experience. The improved CRM adds consumers into the value creation process, focuses on the communication between enterprises and consumers, and produces with the needs of consumers, so that it can be truly customer-centered. customer-centric?