| Under the buyer market, the customers become the most importantand sparse resources of the modern business enterprise, they decides thedestiny and the prospect of the business enterprise. Therefore, the morecustomers the enterprise can occupy, the more market quotas they have.The enterprise that has more customers can be in invincible position ofmarket competition. Such as saying of master of management, Peterderuic: Whether a business enterprise is prosperous and flourishing or not,as long as look at the length of customer troops behind it. Hence, customer relationship management (CRM) grows profuselyand quickly. Principle and methods of CRM, lead into our country at thesecond half of 1999, have caused gradually attention of IT industry, itsusers, invest companies and local software factory. With the help ofinfo-technology and under the business enterprise' demand of CRM, theCRM gets the substantial development. The data show that the sale sumof application and service of CRM came to an USD 22,000,000,000 in2001, came to an USD 25,300,000,000 in 2002.In China, the CRM totalmarket is RMB 60,000,000 in 2000, 90,000,000 in 2001, in several yearsof year the growth compound rate will attain 44% or so. After passing by the high-speed development of several years, moreand more business enterprises start to doubt the CRM usefulness. Amongthem, many business enterprises carried out the CRM to satisfy thecustomers' needs. However the CRM implement did not bring toanticipate result. Why does CRM lose efficacy in China? The reason be, these business enterprises are not aware of theimportance of making use of data in CRM. The CRM develops till today,the data quantity has already decided the CRM's success or failuredirectly, the data quantity is a successful key of CRM. To insuring thequantity of customer's data, business enterprise must programming it'scustomer's data to acquire accuracy of basic information and renewalinformation, which will make to adapt the customer and its demandingvariety, better serve for the customer, make customer satisfied and make abusiness enterprise acquire the loyalty. Thus, a business enterprise that don't know the data's importance forCRM and don't know how to use data will not lead CRM to success.Only grasp this core of CRM -- data, do the business enterprise can findout the real worthy customer of business enterprise, know their dynamicneed and pay attention to their satisfied condition every moment. Thusoccupy the first timing in the competition. Actually how to collect customer's data, how to guarantee thequantity of the data, and how to do analyses about customers by thecollected data to satisfy the decision demand of the business enterprise?This is exactly the contents that this text pay attention to. This paper commences from the CRM general theories, andintroduce the CRM definition and customer for center of thought, CRMbody modern marketing principle and collections, then expatiateimportant function of anglicizing and making use of customer's data inthe CRM. On this foundation, the paper further analyzed the type ofcustomer's data, and the method that it collects. Put forward the type ofcustomer analyses in CRM immediately, and analyze the index sign tocarry on the system to elaborate to the in common use customer. byanglicizing the case example finally, the paper provide the usage of thefull text research conclusion from the substantial evidence. The writerhope that the textual research can help the business enterprise understandimportant function of customer's data better in the CRM, do more validcollections, analysis and make use of customer's data, hold to customer'sdiverse need, the product and service that the business enterprise provideto even aim at diverse need, occupy market. In text, many places incarnate new marketing ideas and strategies,for example "one to one marketing", "the dynamic marketing"," theinteraction marketing"," the experience marketing" etc. Their emergencenot only can deepen us to the CRM comprehension, but also make thistext had the feel... |
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