Xin Sheng Real Estate Company Customer Relationship Management Information System Design And Implementation

The object of the project is to build a Customer Relationship Management (CRM)system for some estate enterprises. The CRM system is designed for AutomaticMarketing, Sale and Service. The system provides the customers more efficient andconsiderate service. And it also enhances the relationship among suppliers, partners andcustomers; finally improve the competitive advantage of enterprise in theElectronic-Commerce age.Many evidence shows that CRM bring a positive return on investment of it toSMEs. Communications, procurement, and interactive information are collected by thesystem to deepen the understanding of enterprise customers and to simplify themanagement of knowledge. Then use this knowledge to increase sales, expand return.RM improves the sales process for SMEs provided a guarantee for the success ofmarketing activities. It shortens the sales cycle; strengthen the potential customers of theOpportunity Management. Eliminate the losses caused due to mismanagement ofpotential customers. Information is more focused, sales staff and more targeted.Transaction success rate has been significantly improved by analyzing the customertransaction information. CRM allows SMEs to be simpler to forecast sales, measurebusiness performance. It also digs deeper horizontal and vertical sales opportunities, andcreates a platform to assess the sales process, identifying existing problems and thelatest trends, and potential opportunities, directly or indirectly enhancing theprofitability of the enterprise. CRM for SME employees to access the shared knowledgebase provides an excellent way. It is convenient and effective to provide customerinformation to employees to help them make the right decisions, but also strengthen thelink between businesses and their customers, promptly determine the customers’ futureneeds, and try to meet those needs. With the customer history data in the database, wecan understand customer behavior, analyze customer preferences, which has targeted toprovide better products and services.Through the deep understanding of Object Oriented Analysis pattern, I researchedand realized this system using UML language based on the previous experience of CRM in view of real estate industry. I also followed the principles of software engineering,using the waterfall system development model to requirements analysis, design,development, testing. Based on the research of evaluation for CRM at home and abroad,I have made innovations and built a complete set of evaluation indicators. I used thepopular MVC framework. And take powerful My Eclipse as a development toolestablished a Mature and stable development framework with Struts. Mysql were usedas a database system. VBA was used to generate report and export the result to Excel.When the program was finished, unit testing, integration test and system testing wererequired. In the end the system must be maintenance. I hope to improve the system forfuture studies and provide better support for real estate industry.