Process Improvement Of Sales Support In OTIS Elevator Co. Based On CRM

With economic development and fierce competition among different corporations,business strategies of the enterprises have been changed accordingly. The traditionalproduction modes such as manufacturing oriented and push system, increaseinventories and funds consumption and waste. Compared with push system, the pullsystem can exactly solve these problems. So the key point of enterprises’development is to understand the real requirement of their customers. The concept of“Customer Oriented” has become increasingly important in the elevator manufactory.This article introduced the Customer Relationship Management (CRM) and otherrelative knowledge, pointing out the influence of CRM concept to strengthening corecompetition and business process reengineering. For now, many big elevatorcorporations have already adopted ERP system, and ERP system played an importantrole in improving the efficiency of production, purchase and finance. ERP can helpstraighten organization inside enterprises and improve the accuracy manufacturing;however, CRM can be used to help the company find the real customers, integrate andclassify all kinds of customers’ requirements, and provide the most suitable andcompetitive productions. CRM can integrate all the sales tools, achieve the transferfrom manual work to automatic work by system, and reduce the human errors. At lastachieve the outside customer satisfaction on the basis of inside customer satisfaction.Taking OTIS Elevator Co Ltd, as an example, looking at the special requirementsof elevator products, the special mechanical and electronic devices, this article pointedout that using the old sales supporting mode, customers’ requirements cannot be metby the increasing amount of orders and the variety of the requests, and R&Ddepartment cannot grasp the customers’ needs in real time. Hence, marketcompetitiveness of the products would be affected. From the view of CRM mergingsales support tools, this thesis mainly focuses on the integration of CRM and othersales support models in comparison with existing business processes and how atraditional offline workflow gets transmitted into online automatic system process. Finally，with the continuous improvement of CRM in OTIS, this articleconcluded the problems and experience during the implementation and madeprospects for the new functions that would be used in CRM.