The Evaluation System Of Educational Training Institutions CRM Capability

With the gradual maturity of global economy, market system, and more and more intense competition, the market has marched into a customer-oriented era. Eventually, education is getting more focused as the state economy, politics and technology progress. As the supplement or extension, educational training institutions have get established as a core in enriching culture and knowledge. Naturally, the basis on which these "profit-making organizations" exsit is the steady widespread sources of students and the good story that comes along. Therefore, these institutions have to put into their daily practice the concept of "Customers as the Centre ", and enhance their management to ensure a healthy and long-term development. Foreign language training has long taken the lion’s share of the market and this trend is still on a radical rise. In spite of all these, while foreign language training is already on fire, more and more problems in relation with it appear on the surface, making it "the worst area" where customer complaints storm.Customer relationship management theory stresses "Customers as the Centre" and the close cooperation among departments. By recognizing and classifying customers on the basis of appropriate measures aimed at different particular ones, we raise their satisfaction and create faithful customers. The capability of customer relationship management is actually a collection of competiveness, knowledge and technology, which come from various business operations on the basis of customer information exploration and all sorts of resources, the purpose of which is to meet customers’ different demands, establish, develop and enhance the relationship with them. To educational training institutions, this evaluation system is highly helpful in objectively recognizing their own customer management ability, finding solutions to raise their own capacity by means of comparisons with peers, and strengthening the core competiveness in maintaining customers.This paper aims to anlayze the present situations of educational training institutions, the focus of which is to construct the evaluation system of English training institutions CRM capability, all in 6 chapters. The first chapter is to introduce the development of the educational training institutions-the main focus of the paper. This chapter includes the background, meaning and purposes, all together with the structure. Chapter 2 is bibliography, starting from the definition of customer, then analyzing the background and development of the Customer Relationship Management. The following is the statement of the statua quo of CRM theories home and abroad. Chapter 3 is to analyze the marketing environment, the inter and intra environment and also the management of the foreign language training institutions, fully aware of the opportunities as well as the challenges. Chapter 4 starts from analyzing CRM capability, chooses the index according to the principle of the evaluating system, and using the analytic hierarchy process (AHP) method to construct the model. Chapter 5 is, by employing the DES English as an example, to analyze its CRM capability, thus giving the suggestions of how to improve the ability. Chapter 6 is the conclusion, including the deficiencies of the paper, giving the advice for later research.This paper aims to explore the new method of evaluating the CRM capability of educational training institutions, whose spark point is to point out the analyzing frame, analyzing the impact of the information technology and the inter-intra relationship on the capability, forming the operative index system, employing analytic hierarchy process (AHP). This paper uses an example to explain the application of the index system, and to give advice to the case enterprise of how to improve the capability. What is short is that this paper focuses on case study, and the result of the research based on only one case enterprise is lacking the persuasiveness. As for later research, we can explore more cases and make comparisons of CRM capability of foreign language institutions from different strategies and different areas.