Study On Customer Relationship Management Strategy Of Tianjiao Training Organization

Education industry is a sunrise industry in the 21st century. With China's accession to the WTO, the education market has been fully opened by the national policy and market demands. Therefore,the training industry has huge potential reserves and space. In 2007, more than 100,000 Chinese enterprises engaged in training. The overall size of China's education and training industry has reached 350 billion Yuan, and it is developing with more than 30% annual growth rate. Besides, the speed in the next few years will continue and even accelerate.High speed growth in training industries will bring a lot of problems, such as: curriculum homogenization, shortening cycle of the programs. Types of courses are getting more and more, and customers becoming more and more sensible in choosing. The competition is heating up. Facing to it, enterprises pay more attention to the obtaining of long-term competitiveness. Driven by information technology, market pressures and market demand, customer-oriented relationship management is replacing the product-oriented management.Innovative products and technologies are no longer able to provide sustained competitive advantage. To maximize the profit, enterprise in training industry must respond swiftly to meet customer's needs, boost their satisfaction, nurture customer loyalty and improve enterprise competitiveness.Customer Relationship Management (CRM) is a modern marketing concept of product development, which has experienced nearly 20 years of continuous development. Now it approaches its maturity. The complete set of management theory is designed to form a customer relationship management system and aims at improving the business -customer relationship. It has two purposes: attracting more customers by faster and quality service and reducing the cost of business through the overall management of the whole processes.Tianjiao Training Organization which was set up in 2003 is organized by the city's Board of Education of Tianjin specializing in education and training institutions, mainly for school groups and college students. Training programs mainly includes computer training, English Test Grading Test training, vocational qualification certificates after training and academic education check. The main purpose of the college students training is to enhance the overall quality and special ability and to promote the employment of college graduates. Directly under the body as the Board of Education, Tianjiao Training Organization admissions are mainly through cooperation with colleges. After 6 years of development, Tianjiao Training Organization has cooperated with more than 20 colleges and universities in Tianjin, with more than 20 projects, and the number of trainees reached a total of 20,000 people. It has a better reputation in colleges and universities. Although education and training market is developing rapidly, Tianjiao Training Organization always upholds the faith of "all-round development of students?±It is becoming a highly competitive service providers of education and training in Tianjin City training market.Because of the particularity of Tianjiao Training Organization, the gratitude of Customer Relationship Management is relatively weak. There is no attention from the conceptual model. With the management of linear functions of management, recruitment is mainly in charge of marketing, and the management is from the upper grade to the next. Although a number of institutions have adopted customer relationship management tools, the existing customer relationship management model has many loopholes in it: such as the incomplete customer data, distortion of the transmission of information, lacking of timely maintenance of customer relations, inadequate screening of target customers in the product promotion process, the effect of media advertising being poor, less calls, the number of door-to-door into the low rate of consultation, being slow for the market ,imperfectness of the customer relationship management system, and etc.In order to solve the customer relationship management agency problems which exist in the training institution and to improve the customer relationship management system in Tianjin Education and training, customer service should be the starting point, and it should optimize and order the customer service processes, and establish a unified CRM service processes and systems to facilitate customer access to information and communication, so that the enterprises and business have the ability to enhance the handling capacity. Thus, it will effectively increase customer satisfaction, and extend the value of customer life cycle, as well as maintain old customers.The specific works of Customer relationship management in a enterprise include: establishing an enterprise database; unified, centralized information management; improving the company's Web site to provide customers with detailed demanding information; the establishment of call centers, network integration, telephone exchange and other platform systems; perfecting customer service processes to deal with the issue of effectively and quickly.As the construction of CRM is a re-engineering information systems that is involved in updating the marketing concept of enterprise; changing the idea of personnel; optimizing the business processes, so the construction of CRM is a long-term, step-by-step process. Only through a unified planning, phased, step-by-step implementation of effective, sustained implementation of optimization strategies, Tianjiao Training Organization could benefit from business and ultimately set up customer-centric strategic thinking, change the concept to realize the customer service as the central, and bring the core competitiveness.The implementation of CRM of Tianjiao Training Organization is not a matter of once and for all, and it will not be completed as originally planned and to the end, it is an ongoing iterative process. Only carry out CRM system through a long time, and oriented from people, the training can play a full role in helping enterprises to achieve long-term growth.Through the analysis of the "value chain", Tianjiao Training Organization finds the most important "strategic link" and gets the value chain control of a key link and wins reconstruction. Through enhancing the value of itself, it would win more advantage than its competitors. Enterprises builds the company's core competitiveness, establishes customer-centric corporate culture and organizational design, to store customers information at value and with a combination of performance indicators, performance assessment through the implementation of customer relationship management, human resources and strengthen communication and support activities of these linking measures to establish a long-term friendly relationship with customers, to retain valuable customers, potential customers excavation and win customer loyalty, and ultimately reach the purpose of gaining a long-term value of customers.It is believes that Tianjiao Training Organization not only can win more customers and market opportunities, but also can enhance the profitability of their organizations through the implementation of customer relationship strategies and the corresponding solutions. Enterprises improve business systems to occupy a greater market share, to create the core of their own value systems and competitive advantage by enhancing the quality customer relationships with the enterprise.