Xiamen Water Group Customer Relationship Management Research

On June 28, 2003, XIAMEN WATER GROUP CO.LTD Limited was founded, accelerating the pace of resources and institutional reforms in XIAMEN water industry. In 2002 the Ministry of construction allowed foreign and civil capital to enter the national municipal and public sector at the same time and compete together, which was a major breakthrough for the opening to foreign and civil capital in China's natural monopoly industries. The reform of Chinese water system had been entered into a new course.With China's rapid economic growth and the acceleration of the pace of urbanization, the process of market-oriented reform in municipal and public sector was also faster and faster. making XIAMEN WATER GROUP CO.LTD faced increasingly fierce market competition. At the same time, as the Indispensable and irreplaceable basic material conditions for urban production and people's live and the important guarantee for urban economic development, the service of water enterprises had been increasingly concerned and demanded.Facing the increasing market competition, the original customer service management of linear function system which was rely on social relation and focus on Function-oriented had been unable to satisfy customer demand for services well. In recent years, the business strategy and customer service system based on CRM was becoming a social hot spot, which may provide new opportunities for the development of XIAMEN WATER GROUP CO.LTD.In this paper, the developing status of CRM in domestic water industry had been analyzed. The internal and external environment of XIAMEN WATER GROUP CO.LTD had been analyzed by SWOT method and the challenges and opportunities faced by enterprises had been pointed out. Through field survey, the current major problems of CRM in XIAMEN WATER GROUP CO.LTD had been studied and the necessity of CRM in XIAMEN WATER GROUP CO.LTD had been inferred, for improving customer satisfaction and market competitiveness. Combined with the enterprise's internal marketing materials,according to relevant literature and the realities of XIAMEN WATER GROUP CO.LTD, new concepts of strategic planning, improving customer service system and restructuring parts of the business process structure had been proposed in this paper through analyzing the enterprise's business philosophy and customer service systems as well as the existing key business processes, thereby to explore the entire enterprise customer service system. The work had a positive reference value to the development of the XIAMEN WATER GROUP CO.LTD.