WF公司客户关系管理策略研究

发布时间：2018-02-12 13:15

本文关键词： 客户关系管理物流企业客户服务　出处：《大连海事大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着世界经济的迅猛发展,商品交易日趋全球化,物流服务作为贸易过程中不可或缺的环节,重要地位进一步凸显。目前来看,各行各业的市场竞争策略已从传统的生产产品竞争转为营销策略竞争,物流产业也一样,如何围绕客户建立起一个完善而强有力的客户关系系统,不断提升对客户的服务效率和品质,进而增强物流行业的整体竞争力,已成为物流行业领导者普遍关心的问题。本文以WF公司为研究对象,在深入分析WF公司客户关系管理存在问题的基础上,利用客户关系管理理论相关研究和应用成果,提出了公司客户关系管理的改进方向：(1)对公司的客户进行价值分类；(2)组织结构方面：成立了客户服务部门,便于加强各部门的协调沟通；(3)业务流程方面：完善业务流程,加强了市场销售管理、客户服务及跟踪,提升了业务流程的响应速度；(4)数据库方面：对客户的信息进行完善、更新,并配备专人进行定期维护,在公司范围内实行信息库共享。同时,为了进一步完善和保障公司的客户关系管理,对客户关系管理改进后的效果进行客观评价,论文还提出了WF公司客户关系管理策略的效果评价方法：(1)建立客户的满意指标,并在客户当中进行满意度调查；(2)建立客户的投诉机制,形成投诉管理制度,细化流程；(3)建立员工绩效考核体系,强化公司服务水平大步提升。
[Abstract]:With the rapid development of the world economy and the globalization of commodity trading, logistics service, as an indispensable link in the trade process, is becoming more and more important. The market competition strategy of various industries has changed from the traditional production product competition to the marketing strategy competition, and the logistics industry is the same, how to build a perfect and powerful customer relationship system around the customer, To improve the efficiency and quality of customer service and enhance the overall competitiveness of the logistics industry has become a common concern of logistics industry leaders. Based on the in-depth analysis of the existing problems of customer relationship management in WF Company, this paper makes use of the relevant research and application results of customer relationship management theory. This paper puts forward the direction of improvement of customer relationship management in the company: (1) classifying the value of the company's customers. (2) organizational structure: the establishment of a customer service department to facilitate the strengthening of coordination and communication among various departments, and the aspect of business process: perfecting the business process, Enhanced marketing management, customer service and tracking, improved the response speed of business processes / 4) database: to improve and update customer information, and equipped with personnel for regular maintenance, At the same time, in order to further improve and protect the company's customer relationship management, the effect of the improved customer relationship management is evaluated objectively. The paper also puts forward the effect evaluation method of customer relationship management strategy of WF company: 1) establish customer satisfaction index, and carry out satisfaction investigation among customers. (2) establish customer complaint mechanism and form complaint management system. Establish employee performance appraisal system and strengthen the service level of the company.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

【参考文献】