Crm Evaluation System Construction And Empirical Research

With the economic development and technological promotion, more and more people pay much attention to "Customer Relationship Management" (CRM) . In recent years lots of software suppliers provide the software named "CRM", and some enterprises invested in the "CRM" system too. To implement CRM is a systemic engineering for the enterprise using it, related to many departments such as marketing, design and manufacture as well. CRM is of importance, it can supply a effective way to success for these company facing to global competition. It is just a short time since CRM research began in China, so that we have lots of things to do in the . field of CRM research. In this thesis, the value system of CRM will be paid more attention to.Considering the IT perspective and administration demand we can summarize that CRM have to be developed. With the executing CRM, we find that it effect many enterprise, including emphasis of Customer-Value, the conception of BPR, Information System strategic plan etc. These effects will be important factor in evaluating CRM results.Lots of work in CRM has been done before. Basing on these works, a new evaluating system will be design in this thesis. Considering four sides: relationship management, the efficiency of intra-business, marketing & innovation and finance, which will give a important reflect to running of the enterprise, This evaluating system will give a integrated evaluation to the CRM results. In the same time, it can give these enterprises using CRM the information about relative effect of CRM by comparing with other enterprises.