The Actualization Of Customer Relationship Management In A Small-Middle-Sized Enterprise And The Main Successful Factors Analaysis

Customer Relationship Management is a new type of subject in our country in recent years. It is an ideal, or a software and technology, or an application system. It empasises on the optimization about the flow of marketing, sale and customer service.Origined in 1990, CRM is a rising customer service market in the whole world, but in China, CRM looks much younger, many CRM items faced to failure. The reason for it includes all kinds of reasons. The enterprises need to know the risks lying in the process, the process from system choice to system start. So they can establish a effective item and risk management mechanism to improve the successfull rate .Finally CRM can enforce the management level.The risks consists of two parts, outer enviroment factors and inner flow factors. The outers include politics, economy and uncountereracted natural disasters, while inners represent all kinds of risks occurred in the CRM item process.According to such an idea as bringing forward problems, analyzing problems, solving problems, the article generally speaked the beginning, development and conception of CRM theory, then the author analized the material CRM actualization process of a small-middle-sized enterprise, TuoJin Computer Intergration Limited Responsibility Corporation, from the abundant risk factors the enterprises encountered, the author summed up the key factors that may affect theCRM, then discussed the factors, investigated them and gived the solve ways that can elude the corressponging factors, finally the author gived the performance assess and the actualization primarary effection.