The Theory And Practice On CRM In Inspur Group

CRM (Customer Relationship Management) is a new management pattern generated by American transnational corporations in the late of the 1980s. CRM is one of the hot points in studying on enterprise management. An enterprise can increase the customer loyalty and satisfaction, promote the ability to earn profit, lower down the business risk, enhance the competition advantage by identifying, acquiring and maintaining customers through CRM system. The core of CRM is value. How evaluate the value is the core issue in CRM. There are two aspects to evaluate value. The one is to evaluate the value that enterprise creates for customer. Another is to evaluate the value that customer creates for enterprise. Enterprise must create value for its customer and continue to increase the value to keep its customer. The customer can not see the difference between one enterprise with another one if the enterprise can not create continuous value for them, and thus the enterprise can not create competition advantage. Enterprise can not keep customer loyalty and satisfaction without creating value. The procedure to adopt CRM is the one to make relationship to create value continuously. The value added to relationship can not only increase the value generated by enterprise for customer, but also increase the value generated by customer for the enterprise. The value is implemented by capturing the business opportunities in the customer dominated market. The competition for business opportunities is the procedure to win new customer and to keep the old customer at the same time. To strengthen the business opportunity management for increasing success rate of opportunities is the key tool for enterprise to implement the value and is the only approach for enterprise to create the value for customer and also is the important content of sales procedure management. This paper studies on the above content in theory according to the CRM practice in Inspur Group. It reveals the inner relationship among business opportunities, sales procedure management and value. It tells the key items to evaluate the pipeline. It has great guide meaning to promote the enterprise skills in sales procedure management, customer relationship management and to enhance enterprise business competition ability.