Applied Research, Customer Satisfaction And Customer Loyalty In The Customer Relationship Management

We are quickly moving from Information Technology to Realation Technology with the developing of customer-oriented management theory, followed by the Customer RealationShip Management (CRM), a management theory that hammered at resolving the problem involved customers. AS one of new type of management, CRM is optimizing the relationship between companies and customers by employed by Marketing, selling, after service and technical surport and other fields that involved customers. By the using of CRM, companies will collecting, tracking and analyzing any customer who has intercourse with your company, to satisfing the customers's right need and desire, to finding out the realationship of Customer Behavior and your company's proceeds and to optimizing both of them.This thesis gives a CRM's clearly total frame for you when it discusses it's background, progressing, status, structure and and it's segmentation at the beginning.CRM is on target for attracting and maintaining most customers for your company by provideing them more comprehensive and higher qualities service than others, with the reducing of your cost by management your business flow. However, nearly all of the existing CRM systems have only limited to the management of documents on customers and their mutual relationship with companies when they could not working at analyzing them. In this situation, the thesis have introduced Customer Satisfaction (CS) theory and Customer Loyalty (CL) theory into CRM systems and the author puts forword a new way of calculating the value of CS and Cl also (see Chapter 2 and Chapter 3).We must give more individuate variables to describing your customers' individuating behaviors. In order to depicting the variable of "the interval between the customer's last purchase from your company and now", a new definition of Customer Utmost Interval (CUI) and relative theories have been provided in the first time with which companies can calculating every exiting customer's T_CUI based his (her)purchased behavior rule. The thesis has introduced Customer Balance Sheet and Customer-Value Flow Statement into CRM system to put ponderance on the idea of "customer is one of the companies' most important assets"(see Chapter 3).In order to forecast new customers' and exist customers' future behavior and to reduce the forecast's random errors, the author provides a weighted average forcasting module to forcast customer's value, CS and CL (see Chapter 2 and Chapter 3).The thesis analyzed the relationship between CS and CL and provided a CS-CL analysis mothod by them companies can dig out the inner relationship between CS and CL and think them as a unior.At last, the author can display two of the CRM's core functional modules: Customer Satisfaction Management and Customer Loyalty Management, that was designed by himself with the thesis's research process.