Research On Enterprises' Collaborative Customer Relationship Management

The need of internal management which caused by the enterprises'scale expanding, the change of customer's behavior and the development of information technology drove the booming development of the customer relationship management (CRM) which became one of the most popular and competition pursued project. But the high failure rate of CRM implementation had let many enterprises flinch. Analysis on the problems of the enterprises'implementation, this study found the root was the lack of necessary coordination. Therefore the paper put forward the concept which infusing the collaborative management into CRM.Firstly, the paper reviewed the research of CRM briefly and described the theory of CRM, coordination management and enterprise culture. Secondly, analysis the cooperative demand on CRM the study proposed four collaborative improvements on the implement solution, which was system construction, business process, human resources and corporate culture. Last,the author detailed how to implement collaborative CRM from the inner side and external side of synergy. On inside synergy, we need to construct the overall framework of collaborative CRM system and make the whole CRM system developed collaboratively mainly from the function of CRM system realization,business process reengineering and the improvement of the traditional CRM system. On external synergy, CRM system's supporting management should be made from the view of enterprise culture and human resources two respects. To improve the scientific of research, the author used AHP and Fuzzy Mathematics methods for quantitative study among corporate culture,human resources and CRM system .What's more, specific methods are given and put into practice for cooperative measurement,relevant strategy are given too.In this paper, the author chose a branch of China Mobile from Shanxi province for empirical research. Based on questionnaire survey and depth interviewing, the author analyzed the enterprise's CRM system combined with collaborative CRM system, using cooperative measurement method that we constructed to measure which proved in compliance with practical problems of corperates. According to results, we can find the company's advantages and disadvantages of customer's relationship management,propose improvement advices for it. What's more, the research can help corporates to manage customer's relationship better and enhance the competitiveness.