Practical Research On CRM Application In EY Corporate

At first,This paper state theory of CRM;secondly,I analyze the moment situation of CRM project and study the deep reason of high rate of CRM failure;then I study the characteristic of EY product and competent situation,current customer management. On the basis of above analysis,I make it clear to execute CRM goal and vision and what we should prepare for CRM execution. Research deeply the right action to execute CRM,including CRM preparation,business process reengineering,idea training,management need,software program and operating,etc. then reviewing the CRM project of EY and suggest for CRM project in general middle-small corporate.Major study achievement of this paper:CRM means the change from product centric to customer-oriented,reengineer the business process,company institution and employee. Quality,service and marketing are always work closely,but they are separated traditionally from. Quality and service are the base of relation built-up and must be integrated to be managed if corporate wants to execute relationship marketing. Project begins with organization reengineering. To set up new marketing department is to integrate the function of quality,service,marketing in order to smoothly coordinate customer,sale person and operation departments within company.CRM is management idea and strategy,not tactics. It is important to operate under new business process and built-in corporation culture of customer-oriented in every corner of company before starting up CRM operation. The question of new business process must be discovered and corrected in time.CRM is one project of time consumption,so corporate needs time to analyze his needs;CRM provider also needs time to comprehend deeply corporate business and needs,corporate should make a reasonable project schedule,not only for project deadline;to program,to test and debug. Customization CRM can meet corporate special needs,but it also requires the stronger human resources to assure CRM project executing.The strong human resources are base of execution of customization CRM,involving management,project preparation,project execution and system operation. That is theweak force for small scale corporate. So it is good idea for middle-small scale corporate to choose general CRM system,not customization CRM.