【作者】 杨怡；

【导师】 展进涛；

【作者基本信息】 南京农业大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 随着人们生活水平的不断提高,食品、环境、日化产品等的安全标准也在逐渐提高。因此,检验检测产业正处于一个重大的历史性发展机遇时期。同时,随着国家对强制性检测测试资格的逐渐放开,近几年一批具有资质的民营检验检测机构以及国外的一些公司也逐渐地开始加入检测的行列,这就导致了检测行业的竞争越来越激烈。各大检验检测公司所必须要解决的问题就是怎样才能在这个机会与竞争并存的行业中生存和发展。检验检测这一产业属于“服务”产业,服务型产业就必须坚持一切以客户为中心的理念,只有赢得了客户,才能提高企业的利润,扩大企业的市场占有率。A公司是一家历史悠久的大型的第三方外资检测企业,为了在目前检测企业竞争激烈的市场环境下取得更大的发展,应始终秉持着“以客户为本”的服务思想,与客户之间形成长久的合作伙伴关系,也就是A公司应处理好与客户关系的维系。本文的主要研究对象是A公司消费品检测业务部,在对A公司消费品检测业务部的人员结构、运营情况等基本信息和目前的客户关系管理进行了详细的介绍之后,基于比较完善的理论研究,通过对A公司消费品检测业务部的雇员和顾客的客户关系管理调查问卷的结果进行了分析,最终得出A公司消费品检测业务部当前最需要解决的客户关系管理问题是:没有进行客户的价值评价和客户的差异化管理,顾客的忠诚度低、员工专业技能弱等。为了填补A公司消费品检测业务部现有的客户关系管理在这几个问题上的缺失,文章分别从客户服务战略、客户服务保证体系等角度,进行了有针对性的改进。其内容包括:一、强化公司管理层和员工以客户为中心的管理理念;二、根据公司客户检测的有关信息,建立客户信息管理体系,并对客户进行对应的客户进行分类;三、针对公司特定的客户流失因素及所占比重,制订对应的客户流失计划;四、从公司内部制度入手,以改善公司的业务路程、完善以客户为导向的激励制度以及重视人才的培养等措施来提升公司的服务质量,最终达到提升客户忠诚度的目的。五、从企业内部的绩效考核和评估制度,建立新的完善的企业文化,企业优秀人才的培养与补充等几个角度出发对A公司消费品检测业务部的客户关系管理优化方案的实施保驾护航。本文的目的就是要找出A公司消费品检测业务部当前在客户关系管理中所出现的问题以及产生问题的原因,并与A公司消费品检测业务部的现状相联系,并对其进行有针对性的改善,以达到对A公司客户关系管理优化的目的,进而提升A公司消费品检测业务部的顾客满意度和忠诚度,促使A公司可以在激烈的市场竞争中长远的发展下去。更多还原

【Abstract】 With the continuous improvement of people’s living standards,the safety standards for food,environment,and daily chemical products are also gradually improving.Therefore,the inspection and testing industry is in a period of significant historical development opportunities.At the same time,with the gradual release of mandatory testing qualifications by the country,a group of qualified private inspection and testing institutions and some foreign companies have gradually joined the testing industry in recent years,which has led to increasingly fierce competition in the testing industry.The problem that major inspection and testing companies must solve is how to survive and develop in this industry where opportunities and competition coexist.The inspection and testing industry belongs to the"service"industry,and service-oriented industries must adhere to the concept of customer-centric approach.Only by winning customers can they increase their profits and expand their market share.Company A is a large third-party foreign-funded testing enterprise with a long history.In order to achieve greater development in the current fiercely competitive market environment of testing enterprises,it should always adhere to the service concept of"customer first"and form a long-term partnership with customers.That is to say,Company A should handle the maintenance of customer relationships well.The main research object of this article is Company A.After a detailed introduction to Company A’s personnel structure,operational situation,and current customer relationship management,based on relatively comprehensive theoretical research,the results of the customer relationship management survey questionnaire for Company A’s employees and customers were analyzed,The most urgent customer relationship management issues that Company A currently needs to address are:lack of customer value evaluation and differentiated customer management,low customer loyalty,and weak professional skills of employees.In order to fill the gaps in Company A’s existing customer relationship management on these issues,the article has made targeted improvements from the perspectives of customer service strategy and customer service assurance system.Its content includes:1.Strengthening the customer-centric management philosophy of the company’s management and employees;2.Based on the relevant information of the company’s customer testing,establish a customer information management system and classify customers accordingly;3.Develop corresponding customer churn plans based on specific customer churn factors and their proportion in the company;4.Starting from the internal system of the company,measures such as improving the company’s business journey,improving customer-oriented incentive systems,and emphasizing talent cultivation are taken to enhance the company’s service quality,ultimately achieving the goal of enhancing customer loyalty.5.From the perspectives of internal performance assessment and evaluation systems,establishing a new and comprehensive corporate culture,and cultivating and supplementing outstanding talents,we will ensure the implementation of A Company’s customer relationship management optimization plan.The purpose of this article is to identify the current problems and causes of customer relationship management in Company A,link them with the current situation of Company A,and make targeted improvements to achieve the goal of optimizing customer relationship management in Company A,thereby enhancing customer satisfaction and loyalty in Company A,and promoting its long-term development in the fierce market competition.更多还原