Cutomer Relationship Management For The Medium And Small Sized Enterprises

Customer Relationship Management (CRM) has been prevalent domestically and internationally, various kinds of definitions are coming out one after another. Different angle and different trades have different CRM and the method of execution; But the basic principle is in common, the objective is to better maintain the relationship between the enterprise and the customer, realize the maximization of the value for the customer and enhance the profitability of the enterprise.Along with the rapid development of Chinese economy, medium and small sized enterprises taking non-public system as the principal part have gradually taken more and more important positions in the national economy, they also need the advanced managerial idea and technology to support the enterprise for continuous growth and getting stronger. CRM has timely come into the view of the enterprisers, a large number of medium and small sized enterprises entirely copy CRM software from some large corporations for implementation, yet the effect is not good, therefore, aiming at this phenomenon, the thesis puts the stress on CRM appropriate for the medium and small sized enterprises.Its emphasis is on the setting-up of the CRM model for medium and small sized enterprises, in this mode, it has been separated into several relatively independent modules. Of which, the winning of the potential customers is the fundamentality for the CRM of the medium and small sized enterprises, it is an important characteristic different to CRM of the large type enterprise, in this model, it introduces in detail the method and channel for seeking the potential customer, it also provides a new train of thoughts for solving the scarcity situation for the resource of customer; Next it relates to the maintenance of the core customer, obtainment of the customer resource is not easy, so the maintenance is extremely important; Besides, the enterprise shall also conduct careful analysis on the lost customer, and summarize experiences and lessons. Starting from the point of competition, the enterprise shall also take positive action, and attract the quality customer away from the competitor. Finally, another important module is the evaluation of the customer value, reasonable value evaluation of the customer not only can reduce the service cost for the enterprise, and serve the core customer better, in addition, it is also the judgment standard for the normal operation of every function module. We can say without exaggeration that the evaluation of customer value has penetrated the whole process of CRM.Finally all theories are aiming at the implementation. In this thesis, we only introduce some basic situations for the CRM implementation of the medium and small sized enterprises, then it gives a brief comment on the implementation process of CRM for Lily Electronic Corp. The emphasis of this thesis is on the study of CRM theory model of the medium and small sized enterprises, for providing a new trainof thoughts to the medium and small sized enterprises for smoothly implementing CRM appropriate to themselves. One thing is certain: Reasonable implementation of CRM shall inevitably be stimulus to make the medium and small sized enterprises to be bigger and stronger.