Modern Enterprise Customer Relationship Management Research

Customers become more and more important in e-commerce epoch. Only by grasping the customer demand and improving the relation with customer and developing the customer resource efficiently, can enterprises gain an advantage. The customer relationship management (CRM) is the key of success.This paper aims to put forward the model of CRM which is applicable to the Chinese companies, and ways to put them into practice by taking into consideration their present CRM condition and learning from the advanced experience of foreign companies in this field.This paper first gives a preliminary analysis on the emergence of CRM and its present condition in china, and lays out basic theories to the models of CRM. The paper studies the integration of CRM with other information systems, especially with enterprise resources planning (ERP) and supply chain management (SCM). Furthermore, the paper gives an analysis in detail on the difficulties and the performance of CRM. On the base of the present condition and challenge of CRM in Chinese commercial banks, specific suggestions are provided to application of CRM in them. Finally, the paper gives an analysis on the future of CRM.Achievements in this paper are as following:Researching on the calculation method of customer lifetime value. Upon the revising of Rober Welan's customer lifetime value model, Pointing out that the probability of the realization of the customer lifetime value, the indirect profit provided by customer must be considered. Proposing the calculative model of the customer lifetime value.Learning from others, the paper gives a system of evaluation of the CRM. This includes: rate of customer satisfaction; rate of customer royalty; rate of customer retention; ROI.Specific suggestions are provided to application of CRM in Chinese commercial banks by taking into consideration their present CRM condition and learning from the advanced experience of foreign banks in this field.