餐饮企业客户关系管理研究

客户是餐饮企业生存与发展的基础,客户关系管理可以提高餐饮企业的顾客忠诚度。当前,餐饮业客户关系管理还存在着对客户关系管理重视不够,对客户的服务意识不到位,吸引客户的营销手段单调,企业内部组织结构不完善,对企业的价值顾客群判断不准等问题。餐饮企业应利用CRM管理系统,了解顾客,并建立良好客户关系;加强员工培训,提升员工的服务素质;制定合理的价格,维系客户永久关系;树立顾客成本概念,通过提高客户满意度和忠诚度,达到提升客户价值和提升品牌形象的目的,从而实现企业利润最大化。

Management of Relations with Customers in Catering Businesses

Customer relation management could increase the customer loyalty of a catering business as customers is its survival and development foundation.Customer management in catering businesses now still has many problems in terms of insufficient concerns over customer management,lack of service awareness,monotonous marketing method,the incomplete internal organization structure of businesses,and inexact judgement of valuable customer groups.The catering enterprises should utilize a CRM system to understand customers and build a favorable relationship with them,enhance employee training to raise their service quality,price reasonably for maintaining permanent relations,and popularize the concept of customer cost to reach the goal of promoting the customer value and brand image in an effort to realize the maximum business profit.