Business Process Reengineering, Customer Relationship Management Environment

Successful Customer Relationship Management (CRM) is an important source that the business enterprise obtains its competitive advantage, but in the domestic and international application, the shortage of the result that CRM was implemented becomes a widespread phenomenon. This paper discovers that the business process is the important problem by analyzing the factors that influence the result of implementing CRM, and through analysis of integration of CRM and the business process and CRM's request for the business process, puts forward Business Process Re-engineering (BPR) in the CRM environment. Then, the paper puts forward ideas as to the implementation of BPR in the CRM environment from theoretical and empirical analysis. Finally, the paper analyzes BPR in the CRM system.The main purpose of this paper is to explore BPR in the CRM environment, and providing some worthy suggestions for the successful CRM implementation.There are four chapters in this paper.Chapter 1 is about theoretical overviews. The paper analyzes the background of CRM and BPR, basic concepts, the main contents, the domestic and international academic results. The paper emphasizes the theoretical foundation of CRM, introduces the purpose and function of CRM, and latitude and principle of BPR.Chapter 2 is about the reason of implementing BPR in the CRM environment. On the base of introducing the domestic and international application of CRM, the paper analyses the factors that influence the effect of CRM application, indicating that BPR is the main problem. Then it analyzes the relationship between CRM and business process, points out that scientific business process is the foundation of the successful CRM implementation. It demonstrates the possibility and necessity of integration. Finally it indicates the necessity of implementing BPR in the CRM environment.