Research On Dynamic Integrated Customer Relationship Management

Profits of companies come from the customers. Effective customer relationship management is the essential prerequisite for survival and development of companies in fierce market competition. However, traditional Customer Relationship Management practice has a surprisingly high rate of failure. Not only can't manage customer relationship effectively, on the contrary, it even causes very great economic losses for many companies. The most crucial reason for its failure is that the theory of Customer Relationship Management itself has grievous defects. The thesis introduces the theory of traditional Customer Relationship Management briefly firstly, and points out its several grievous defects, such as false understandings of customer relationship and its determinant, limited management scope etc. Secondly, it analyses the essence and determinant of customer relationship, proposes that the essence of customer relationship is invisible connection between the customer and the company with value as the tie, and its determinant is customer value. Then, through analysis of customer value and factors that have influences on it, the thesis gives the main characteristic of customer relationship: individual difference and dynamism. According to the needs of market competition and limitations the companies' abilities, the thesis puts forward the theory of Dynamic Integrated Customer Relationship Management: Oriented around market, organizing supply chain in the world wide range, managing supply chain with systemic and developmental view to form the dynamic advantage through the optimization of the business processes and resources of the supply chain dynamically, offering the products with higher customer value to customers continuously. Finally, the thesis gives the implementation processes of Dynamic Integrated Customer Relationship Management.