The Tactical Research Of CRM In The Power Of FAW Branch Company

CRM (Customer Relation management) originates from the 1990s abroad.Itbecomes popular in the domestic and outside countries in these years.CRM was produced by several reasons such as the market demand, the renewalof management idea, the upgrade of the enterprise's management mood, thedevelopment of the enterprise's key competitiveness, the influence of the electronictide and the support of information and technology, and so on.There are a lot of definitions about CRM. Different persons will always havedifferent formulations from different aspects. I will explain the intension of CRM fromthree respects.Firstly, CRM is the process that enterprise establish the development strategy ofregarding customer as the basis, and what launch on this basis includes being judged,choosing, trying, developing and keeping customer's needing to implement. The aim isto promote the enterprise to get the upper hand in the competition and grow up fastthrough improving the enterprise's key competitiveness. The definition is based on theangle of the enterprise's management theory and guidelines of business administrationSecondly, CRM is to improve the customer's satisfaction and loyalty, enterprise'sefficiency and profit level through promoting the systematized research in customerand optimizing enterprise's organizing system and business procedure on the base ofthat enterprises take customer relation as the focal points. The definition is based onthe angle of the enterprise's management modes and operating mechanismFinally, CRM is also a commercial process that enterprise improves the relationwith customer. It includes the advanced information and technology, software andhardware, optimizing method of management and solution created and used during theprocess of reaching the goal of electronization and automation. The definition is mainlyon the angle of information and technology, software, method of solution used inenterprise's management.The major function of CRM embodies several aspects: It can accelerate the speedof the response to the customer. It can help enterprise to improve the service andworking efficiency, reduce the cost efficiently, standardize enterprise's management.excavate the customer's demand thoroughly. It can offer scientific decision support forenterprise. It also can help enterprise to promote the corporate culture. An intact and efficient system of CRM includes: the subsystem of the businessoperated and managed; the subsystem of the management of cooperation with thecustomer: the subsystem of the management of data analysis and the subsystem of themanagement of technology and information. The basic function of the software CRM are the management of customer, themanagement of person to contact, the management of time, the management ofpotential customer, the management of sale, the sale on telephone, the managementof market, customer service, etc.. Some software also include the center calling, themanagement of the partnership relation, commercial intelligence, informationmanagement, e-commerce, etc.. The developing history of CRM is 20 years abroad. Now the CRM market abroadhas been already at riper stage. CRM has got flourishing development in U.S.A.Europe even the whole world since middle period of the eighties of last century. It hasalready become the most important application of enterprise following ERP. Developedpublic enterprise abroad also has advanced idea and method of management ofcustomer's relation. For instance the water affair Company of Times in Britain andFrench Vivendi water affair Company etc. have constructed a perfect service systemwhich take center of customer service as " tap ". Customer relation management hasalready permeated through all business segments from offering to customer generalservice to the personalized service. CRM is pregnant, producing and growing up rapidly in China since 1988 and wehope it will grow fast in the future. We believe that more and more enterprises come touse CRM system with the appearing of successful CRM products in domestic and therooting in the hearts of the people about CRM notion. In the future, Chinese CRMmarket will grow fast with the trend of CRM market in the world. The program ofsolution and products of offering store will become pluralism and the enterprises andthe range of using CRM will enlarge day by day. There is a large amount of successful experience in the technology and the systemof customer's service center. The application of public enterprise reaches the period ofrising steadily. It will be a process of indirect development from forming of the idea ofCRM from to acceptance by people, and then to effective used by people. Out ofquestion, CRM has a lot of questions while implementing by analyzing domestic andinternational numerous case of CRM. The case of the same trade instance bothdomestic and abroad will offer valuable experience and basis to the customer's relationmanagement of the First Automobile Factory of China kinetic energy. A lot of validtactics and technology in customer's relation management used in the competitivetrade can also be used in public enterprise There are many outer reasons which promote the company to implement CRM: theproduction by the government of the policies to promote the old relevant of industrialbase in the Northeast; the preparation for establishment of the Third CogenerationPlant of Chang chun of western the First Automobile Factory of China; the Energystrategy just established in the First Automobile Group; the rising of raw materials'(coal ,etc.) price. On the other hand there are many external problems especially theabsence of sale, customer management and service will promote the pace ofconstruction in CRM. Domestic and international enterprise gave the First Automobile Factory of Chinamany valuable experience and wealth in the application of customer service center andCRM system. The implement in the First Automobile Factory of China kinetic energy CRM shouldbe started with design of the system, then confirm the principle and goal and constructsystematic structure and function according with itself. Customer service center anddata warehouse is the key link among them. Accounting to the characteristic of thetrade and the character of sale various in style it is necessary to develop and adopt theautomatic network system to check clock. The successful implement is produced by the suitable software and effectiveimplementation method. A successful mode is that there should be accurate and deep...