Research Report For Customer Relationship Management Based On IT Service Management Process

Customer Relationship Management (CRM) is a customer oriented business strategy, which is focused on how to understand and manage the needs from both current and potential customers. The essential part of CRM is to create perceived value to customers and build the capability of adding value.ITIL is a guideline set up by British Commerce Bureau, with the main purpose to carry out process management in every phase of IT service.It starts from Service Level Agreement, emphasizes on building a unified service platform, highlights the importance of three elements, PPT (Procedure, People, Tool) during the whole process of IT service, strengthens ten management tools, and finally builds up a comprehensive IT infrastructure.IT service management will provide variety of values to enterprises, their employees and other stakeholders. Through implementing IT service management, enterprises can improve operation efficiency. If IT service management can be imbedded in CRM, it will support IT service providers to better understand customers'needs and ensure IT process can better support business process, therefore it finally benefits enterprises to be more flexible and adaptable to grasp the trend of market, and be more proactive to respond the market and customers.This article discusses issues and challenges enterprises are facing when they implement CRM, and proposes applicable IT service management to integrate all information from different customers and build a new model of CRM service process. This will be helpful for how to increase successful rate of implementing CRM, how to standardize IT service by effectively utilizing all information from customers'applied system, how to build up the mindset of service excellence and how to decrease cost enterprises invest on CRM.