Study On Questions In CRM

With the intense competition, the product and service are more homogenized. Those can have an impregnable position in the market, which can grasp the tendency of customers, strengthen the relationship with customers, expand own customer channel, provide the most prompt and the most outstanding customer service. CRM (Customer Relationship Management) is a new operation mechanism for the purpose of improving the relationship between the enterprise and the customer, and it is be implemented in fields of marketing, sale, service and the technology and so on. CRM has been paid craved attention home and abroad since Gartner Group proposed it. Meanwhile, through the development of several years, the global CRM market assumes geometric series growth. Many enterprises have also implemented CRM, in which there are a few achievements and remarkable success, while it was reported by Gartner Group that 55% of enterprises had not attained the goal even failed.CRM stems from the management idea renewal, the drawing of market demand and the impetus of information technology. And it is the perfect union of the technology development and management innovation in network era. Although CRM has been approved widely, most enterprises take the enterprise as center in the implementation, and regard it as merely solution to questions or software installment. Most enterprises hope to enhance their operation efficiency through new technique and reduce the cost. So most firms have not systematic understanding to CRM and the customer strategy, and only understand and implement CRM on the technical domain. So based on the existing research achievements of CRM, this essay begins with the currently existing questions, and exploratory applies the psychology theory in analyzing customers' market psychology to excavate deep reasons of question in the CRM. What's more is that I hope to provide constructive advice and thought.There are two questions on theory and practice. On the base of the questions' analysis, I do exploratory research, and my essay's construct is:The first chapter: Introduction, in which simply introduced the basic content of CRM with the overall understanding to it.The second chapter: The existing question in CRM, in which there are tow questions on understanding and implementation. The third chapter: The analysisof questions in CRM. I mainly make use of the newest research achievement on the neurology, the linguistics, the anthropology and the evolution psychology overlapping research, in order to analyze customers' psychology deeply.The forth chapter simply puts the new thought into the application of the CRM.The fifth chapter takes CRM implementation in Shanghai GM as example, analyzes the aspects which need improving.Finally I proposed the drawbacks in the essay.