The Research Of CRM & Its Application

Economy globalization and the development of technology have intensified competition among modern companies in which customer relationship has became an important resource for building up core competence. Customer Relationship Management (CRM), a new idea, technology and strategy, provides an all-around guidance and support for business to build, keep and manage customer relationship.This paper proposes CRM and its application, starting with defining and discussing CRM through analyzing its idea, technology and strategy according to the principle"analyzing CRM layer upon layer, applying CRM step by step, understanding CRM completely, implementing CRM holistically."It is stated that in order to get an overall idea about what is CRM, integrating the above three parts of CRM and understanding their functions is necessary. CRM bases its idea, tools its technology and signifies its strategy, which could not be separated.As for the application of CRM, the paper focuses on suggesting ways to study CRM idea, implement technology and enact strategy contraposing the certain problems that have aroused by misunderstanding of CRM in some business. It is stated that in order to implement CRM successfully, CRM idea, technology and strategy should be taken into account wholly, only by this should the ability to manage customer relationship be improved.