Understand The Meaning Of Exhibition Customer Relationship Management

At present, many

Enterprises can not understand the exact meaning of exhibition customer relationship management.

For example, many exhibition companies believe that the exhibition customer relationship management is merely an information system or a set of computer software.

As long as the software is installed, the management of visitor relationship can be carried out.

In fact, this is a serious misinterpretation of the customer relationship management of the exhibition. The mistake of understanding will inevitably lead to errors in action, and they will not be able to gain competitive advantage by managing the relationship between visitors and visitors in the actual work.

In order to understand the meaning of customer relationship management, we must grasp the following points:

(1) from the overall strategic level of exhibiting enterprises, the exhibition customer relationship

It is a modern exhibition management strategy.

This strategy emphasizes "customer centered", and regards customers as one of the important assets of enterprises, which is just like the equipment and capital of enterprises. Enterprises increase their interaction with customers through various marketing channels and means of communication. Understand the needs of customers, understand, analyze and predict the existing customers and potential customers of the management exhibition, provide personalized service to customers and improve customer satisfaction and loyalty to the exhibition.

As a macro strategy of enterprise management, it needs concerted action of all departments.

Therefore, the exhibition customer relationship management is not only a matter of the market and sales department, but also a matter of technical support and logistics service department.

(2) from the perspective of marketing strategy, exhibition customer relationship management is a "customer centered" exhibition marketing strategy.

With the help of data analysis technology, the customer relationship management of the exhibition will pform the complicated customer basic data into useful customer information. Based on these information, the exhibition organization will track and analyze the customers, find different needs and preferences of different customers, adopt different coping strategies or marketing strategies to match different needs of different customers, and win the customers to the maximum.

Through effective identification of customers, developing a benign, long-term and profitable relationship with specific customers, and at the same time, for different customers with different values, the focus of personalized marketing strategy of exhibiting agencies is that those who have the greatest value for exhibition must adopt differentiated measures to maximize their individual needs.

(3) from the micro level of the technical support of the exhibition organization, the exhibition customer relationship management implies a set of

Management (CRM) application software system.

The CRM application software system based on database, Internet, computer on-line data analysis and processing, data mining and clustering grouping algorithm integrates the data of the internal and external customers in the same system. Under the guidance of the exhibition customer relationship management, all the marketing, service and sales personnel who are in contact with the customers in the exhibition office are able to update and share these customer resources in accordance with the authorization, so that the relevant personnel can cooperate closely and deal with customer retention quickly and properly, so as to enhance customer satisfaction and the level of exhibition exhibition and enhance the market competitiveness of the exhibition.