Application Effect Of The Crm System Evaluation Studies

More and more enterprises implemented CRM system in China, but outputs of implement always is dissatisfied. Because of two aspects, first is enterprises lack cognition to CRM before implementing CRM system; second important reason is that enterprises lack evaluation method effective. But it is not abundant in China and abroad that researches about CRM system evaluation method.Author introduced and summarized CRM'theory in general in Chapter I. Relationship marketing is basement of CRM. Customer loyalty, customer satisfaction, one to one marketing is important theory basement of CRM too. The paper helped us to know aim and motivation of CRM, by analysis of above marketing theories.Definiens and principles of CRM are introduced and summarized in Section II. This paper has five types about CRM's definiens, management theory, marketing theory, customer asset, technology, decision. And there have there levels about CRM, the core is CRM's marketing theories; CRM software is second circle, outmost circles is CRM system. This research is about evaluation about CRM system's implement impact. Customer Pyramid Model and Customer life cycle theory are primary principles of CRM.Necessity and embarrassment of CRM's evaluation and interrelated literatures are introduced in Chapter III. Evaluation system is necessary for CRM implement, but building evaluation system are embarrassed by many trouble. This reason is complexity of CRM system; author thinks this complexity brings on complexities of choosing evaluation method and evaluation indexes.