Customers are the lifeblood of any firm, whether it be B2C or B2B. A company that works hard to keep clients becomes one of the best. The cement industry is experiencing an oversupply, putting increased competition pressure on businesses. As a result, it's critical to enhance customer relationships, increase competitiveness, and generate greater long-term profits. However, in the case of S Vietnam Company, the relationship with customer is not tide and not yet paid fully attention. This shows the poor in customer relationship management, lead to a number of negative symptoms that indicate inefficiencies in the company's operations. Several negative symptoms were detected throughout the research, including a drop in revenue and loss of customers. This essay discusses the possible problems of existing symptoms. Along with reviewing various literatures and holding in-depth interviews with board of directors and key related staffs in the company to get a comprehensive view of the company's current situation and problems. The findings reveal the company's weakness and lack of interest in customer relationship management. After identifying the main problem as weak customer relationship management, based on a combination of literatures and in-depth interviews, the main causes were also discovered including weakness in the customer relationship management process, lack of technology investment, as well as low user adoption. After identifying the main cause that should be prioritized as a technology shortage, proposed alternatives involve establishing and implementing a new software platform with additional functionalities to build a powerful customer intelligence integration system to enhance customer relationship management.
University of Economics Ho Chi Minh City; ISB (International School of Business)