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The Study Of CRM Of Pingan Insurance Company

Posted on:2003-07-08Degree:MasterType:Thesis
Country:ChinaCandidate:Q ZhangFull Text:PDF
GTID:2156360065964262Subject:Business Administration
Abstract/Summary:PDF Full Text Request
Customer relationship management (CRM) is a strategic reengineering project of enterprises. Oriented by the customer satisfaction and faithfulness the core of CRM lies in effective using of customer resource. Through CRM which is based on the advanced information technique and managerial method,enterprises can study their clients systemically,identify the valuable groups and make the information coming from the operating links such as marketing,sales management,customer care,customer service and support completely,well-ordered and timely flow between the enterprises and their clients . It aims at a system that makes the relationship among the customer service;marketing,sales and support turn harmonious,so that competitive advantage can be brought to the businesses.The system implementation is an important part of the project. A great deal of money needs to be invested. The enterprises have to take big risks .The failure of the project will bring huge loss to the enterprises .The success depends on close incorporation of people,process and technique around the customer. Only in this way the potential of CRM can be fully brought out.In this article,the author summarized four main understanding about CRM,its managerial opinions and keystones. By the demonstration of Pingan insurance company,the author elucidated the implementation strategy and the pivotal factors,which guarantied the success of the project. Thereby the author theoretically and practically expounded a new thought on how to build a optimal managerial mode which adapts to the competition is when the modern enterprises are in progress of managerial change.
Keywords/Search Tags:Customer Relationship Management, Enterprise Resource Planning, Business Process Reengineering
PDF Full Text Request
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