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The Research Of The Dynamic Management Method For Customer Archives Based On CRM

Posted on:2006-07-01Degree:MasterType:Thesis
Country:ChinaCandidate:S X ZhangFull Text:PDF
GTID:2179360155463100Subject:Archival science
Abstract/Summary:PDF Full Text Request
Along with the development of computer and network technology,the human society has entered an era of interaction,in which the contest among the corporations is how to acquire,process,organize,share and apply the customer information in a better way. The contest of itself brings not only critical challenges but also limitless evolution opptunities to the corporations. And the corporations have to alter the management ideology,biuld up a thought having customers as a center,and change the old customer information management model to a new one,so that they can realize a close relationship with customers and achieve a broad development space. Under this historic reformation, it has become a necessary trend to establish a dynamic management model for customer archives to collect,analyze and share customer archive information,and to satisfy the needs of the customers and all application systems in and out a corporation.In this paper we provide a method based on CRM,to accomplish the dynamic customer archive management. With the application of this method and the customer archive management under a well interactive relationship, we can turn customer information into customer knowledge and reflect customer demands in time to help make decisions for the corporation management.The dynamic management method for customer archives based on CRM is a collection of ideology,methodolgy and softwares,and it innovates and makes use of customer information to help the corporation improve the decision-making andwhole-managing abilities for optimizing the customer relationship.The software platform is the most essential driver to coUect,deliver,share and utilize customer knowledge,which includes mainly customer development strategy,corporation culture based on humanism,business process reengineering and good relationship with customers.The customer development strategy promotes the establishment of the dynamic management method for customer archives on the corporation strategy level,and provides an instruction ideology to put the dynamic management method in practice.The corporation culture based on humanism is flexible,and it effects as water and exists everywhere. Only by establishing a corporation culture compatible with the development of humanism,we can know customers well,biuld up good relationship with them,and acquire their loyalty,and the corporation itself can gestate powerful potential for further development. At the same time, the creating,sharing and recycling of customer knowledge are not in vacuum;it has to combine with special business process to work effectively.The dynamic management method consists of the following central functional modules: the establishment of customer database,the discovering of customer knowledge,the correct decision-making by customer knowledge,the realization of interaction with customers,and so on. These modules combine together to form a closed dynamic system with good future,which turns customer information into valuable customer knowledge dynamically and constantly. By refreshing and making use of customer knowledge to create customer value,the corporation will take advantages in competitions, hi this paper,according to the different scales and information developments among corporations,we also analyze the establishment processes of customer archives and its effectiveness in corporation management in two typical cases.
Keywords/Search Tags:customer archives, dynamic management method, relationship with customers, customer relationship management(CRM)
PDF Full Text Request
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