| Customer resources have become the life of enterprises with the development of economical globalization and web technology. The traditional enterprises change their operation logos from product centrality to customer centrality because of the message technology improvement. The challenges of new economy include freely economical environment breaking out the native monopoly and craft monopoly and resources monopoly, which result in the intensive competition and short product life cycle and personality command. The enterprises must face the big problem that how to keep competitiveness and develop. It is the key of enterprises survivorship that how to absorb and maintain the customer and elevate the customer satisfaction and loyalty because of intensive competition. The effective customer relation management symbolizes the enterprises competitive advantages. Pay attention to the customer's benefit which finalize on the share of sale resources and the clarity of enterprises proceeding and the collection of customer data and the picking of customer fraction data and the rebuilding of enterprises cultureCustom relationship management?(CRM) was brought forward earliest by American Gartner Group. It's meant to realize a completely advanced management idea, management method and solutions eventually with the purpose of exalting customers' acquirement, customers' reservation, customers' loyalty and customers' creating profits, which includes very abundant scientific connotation by inter enterprises' significant exchanges, understanding affecting customers' behavior.CRM is firstly a management concept; its core is to take customers (including final customers, distributors and cooperators) as the most important enterprises sources and to guarantee customers' lifetime value by fulfilling customers' needs through complete service and deep customer analysis. CRM is also a new management mechanism aimed to improve the relationship between enterprises and customers; it is implemented in marketing, sales, service, technical support and many other fields concerning customers. By providing comprehensive and personalized customer information to professional staff in the fields of sales, markets, customer services and strengthening its ability to track service and analyze information, it can help them to construct and maintain a series of "one-to-one" relationships between enterprises and cooperative partners. So by this way enterprises can provide better and quicker service, improve the satisfaction of customers, attract and retain more customers in order to increase turnovers and on the other hand reduce operational costs by sharing information and optimizing business flows.CRM is also a management software and technology, which combines the business practice with data excavation, data warehouse, one-to-one marketing, sales automation and other information technologies tightly and provides a solution to transaction automation for the fields of sales, best customer service, decision-making support and so on. It makes enterprises have a customer-oriented forefront based on EC, so they can make a successful transition from traditional enterprise modes to modern enterprise modes based on EC.The implementation of CRM requires constructing enterprises, consummating infrastructure that can respond quickly to customers' needs, standardizing customer services-focused transaction flows, building customer-drived product/service design with a customer-focused concept, so as to cultivate customers' loyalty to the brand and enhance profitability ratio.As a new enterprise management concept put forward only few years ago, the application of CRM is spreading with an unparalleled speed. With the continual development of techniques such as computer network, distributed calculations, data warehouse, and with the wide application of ERP, CIMS, and EC, CRM is bound to be developed and matured day by day as an important part of information management of modern enterprise.CRM is an indispensable management software for... |
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