China Aerospace Science & Technology Corp. (CASIC) set forth the working idea of “developing market, strengthening main business, modifying structure and ensuring growth”. In order to strengthen fundamental management of market development and improve marketing level, CASIC first implemented investigation and analysis to customers in the whole group, and first prepared the “Twelfth Five-year” planning on civil industrial customer relations and the working plan for 2010-2012.
   Customer relations refer to the information collection concerning occurrence and involvement of customer’s life cycle. The main meaning of customer relations management is to improve customer satisfaction by deep analysis on customer’s detailed information so as to improve enterprise’s competition power. The key point of customer relations management is core value management. Based on “one-to-one” marketing principle, it satisfies the personal demand of various customers, improves customer’s royalty and retention rate, realizes continual contribution to customer value and accordingly improves the enterprise’s profit capacity.
   According to the working requirements of CASIC, Shenzhen Company the “CASIC Shenzhen (Group) Co., Ltd. “Twelfth Five-year” Planning on Civil Industrial Customer Relations and the Working Plan for 2010-2012.
   Since its establishment, Shenzhen Company has prepared the market-oriented operation guideline, and market orientation and all for customers are the important guidance principle for the daily work of all staff of Shenzhen Company. However, in the actual marketing work, Shenzhen found that customer relations management still had several problems, for example, not establishing professional customer relations management system, without consolidated working planning and implementation, the enterprises under Shenzhen Company were irregular in promoting and executing customer management, etc. Therefore, the group corporation arranged to prepare the “Twelfth Five-year” planning on civil industry customer relations management, which is timely and also meets the objective demand of enterprise’s development. After fully analyzing the current situation and existing problems on customer relations management, Shenzhen Company studied the market, customers and competitors of the company, and prepared the Shenzhen Company “Twelfth Five-year” Planning on Customer Relations Management.
   The CASIC Shenzhen (Group) Co., Ltd. “Twelfth Five-year” Planning on Civil Industrial Customer Relations and the Working Plan for 2010-2012 has determined the guidance idea “to raise understanding, follow market orientation and form an overall and efficient solution by virtue of new combination and design of ‘all for customers’ business flow, so as to improve customer’s royalty and finally realize improvement of business operation benefit and profit increase, identified the basic principles “to unify thinking, deepen understanding; market orientation, all for customers; establish system, strengthen management; intensify execution, continually improve”, and set forth three working targets “to establish perfect customer relations management system of the company, practically promote operation and improvement of customer relations management system, obtain good customer management achievements and market economic benefit by promoting construction of customer relations management system”. It has confirmed the following management indicators: the contribution rate 70% of the sales income of large customers, customer satisfaction up to 95%, customer loss rate within 10% at the end of Twelfth Five-year planning, and prepared yearly implementation plans and main measures in accordance with the working target.
   The main characteristics of Shenzhen Company “Twelfth Five-year” Planning on Customer Relations Management include: 1. catch market opportunities, establish public relations with high management of customers; 2. grasp the decision chain of market objects, i.e. customers and customers, by accurate analysis and positioning of customer group, and grasp the key processes of customer relations management accordingly; 3. Utilize reasonable channels and its own resource advantages to set up management connecting decision link of customers; 4. establish direct communication with customers in the manner of project operation; 5. establish overall relations with customers by high-end visit, enterprise publicity and project operation. Shenzhen Company “Twelfth Five-year” Planning on Customer Relations Management has good operatiability, and will practically promote operation and improvement of customer relations management system of Shenzhen Company, improve Shenzhen Company’s ability on customer relations management, and further obtain good customer management achievements and market economic benefit.
   In order to obtain strong sustainable development power in the more intensive competition environment in the future, the company must further do well in customer relations management, pay attention to customer management and improve competition advantages. The formulation and implementation of Shenzhen Company “Twelfth Five-year” Planning on Customer Relations Management point out the working direction for Shenzhen Company and its staff.