BY认证公司客户关系管理研究

发布时间：2018-06-02 12:55

本文选题：客户关系管理 + 认证机构　；参考：《东北大学》2013年硕士论文

【摘要】：当今,市场竞争不断加剧,企业越来越深刻的认识到,所谓的市场竞争也就是企业所拥有的客户数量的竞争。企业要取得赢利就必须依赖于客户,要想在竞争中保持绝对的优势,保持长期稳定的发展,就必须注重客户关系。然而,目前很多企业忽视了客户关系管理的重要性,把工作重点都放在不断开发新客户上,不惜花费大量时间和招募大量市场人员去争夺客户,认为客户数量是决定企业效益的关键因素。在客户关系管理方面缺乏系统的规划和实战经验,忽略客户的忠诚度与满意度,从而造成客户的大量流失,这样会造成新客户增加,老客户流失的恶性循环,对企业的发展是非常不利的。因此企业要不断的加强自身的客户关系管理。BY认证公司是我国首批获得质量管理体系认证认可资格的机构之一,是国内大型综合性认证机构。国内的认证机构数量年年都在增加,这也意味着认证机构的竞争对手越来越多。企业在不断开发新客户的过程中,也要加强老客户的维护,只有这样才能使认证机构可持续发展。因此,BY认证公司如何进行客户关系管理,如何针对自身状况制定出相应的客户关系管理对策,是需要解决的重要问题。本文首先回顾了客户关系及客户关系管理的相关理论,为课题研究打下理论基础。通过对BY认证公司的公司概况以及客户关系管理现状的分析,从客户建立、客户服务质量、客户维护、客户流失、客户关系管理技术支持五个方面找出BY认证公司客户关系管理方面存在的问题,然后针对每个具体的问题制定出相应的对策。从而使BY认证公司客户关系管理得到改善,核心竞争力得到提高,使其与客户建立长期稳定的关系,并且能够持续稳定的发展。
[Abstract]:Nowadays, the market competition is becoming more and more intense, and the enterprises realize more and more that the so-called market competition is the competition of the number of customers owned by the enterprises. In order to gain profits, enterprises must rely on customers. If they want to maintain absolute advantages in the competition and maintain long-term stable development, they must pay attention to customer relations. However, at present, many enterprises ignore the importance of customer relationship management, focus on developing new customers, and spend a lot of time and recruit a lot of market personnel to compete for customers. It is believed that the number of customers is the key factor to determine the benefit of the enterprise. Lack of systematic planning and practical experience in customer relationship management, neglect of customer loyalty and satisfaction, resulting in a large loss of customers, this will lead to a new customer growth, the loss of old customers vicious circle, It is very unfavorable to the development of the enterprise. Therefore, enterprises should constantly strengthen their own customer relationship management. By certification company is one of the first batch of quality management system certification accreditation institutions, is a large comprehensive domestic certification institutions. The number of certification bodies in China is increasing year by year, which means more and more competitors. In the process of continuously developing new customers, enterprises should also strengthen the maintenance of old customers, only in this way can the certification body develop sustainably. Therefore, it is an important problem to solve how to carry out customer relationship management and how to formulate the corresponding customer relationship management countermeasures according to their own conditions. This paper first reviews the related theories of customer relationship and customer relationship management, and lays a theoretical foundation for the research. Through the analysis of the company profile and customer relationship management status of by certification company, from customer establishment, customer service quality, customer maintenance, customer churn, Customer relationship management (CRM) technology support five aspects to identify by certification company customer relationship management problems, and then for each specific problem to formulate the corresponding countermeasures. Thus, the customer relationship management of by certification company is improved, the core competence is improved, and the long-term stable relationship with the customer can be established, and the company can develop steadily and continuously.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

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