Business Etiquette And Customer Relationship Management

The importance of understanding and satisfying clientele needs as well asmaintaining solid customer relations has been increasingly recognized by enterprisesfacing iferce competition from the market. Therefore，the management of customerrelation has become one with strategic value. And to many stakeholders, the primaryfocus has shifted to establishing, nurturing and upholding the interactive ties betweencorporates and their customers. Instead of merely being used to manage the database,effective CRM should be customer-oriented and aimed at reshaping the operationalprocedures in place. Based on this argument, this dissertation points out in itsliterature review the implications, alterations, geographic differences and rules. Thebackground in which the concept of CRM was born is also put forward together withits deifnitions, levels and process. With the help of theories in relationship marketingand customer-orientation, this dissertation speciifes the ifve major effects of businessetiquette in CRM. They respectively are strengthening the customers’ trust inenterprises，raising customers’ satisfaction, assisting in the communication lfowbetween business and clients, increasing customers’ shifting cost and also positivelyaffecting staff’s behaviors to be more customer-based. After that, the author choosestourism industry as an example and researches the use of business etiquette incustomer relationship management with bivariate cross analysis, correlation analysisand Importance-Performance Analysis. These analysis results contribute to thesuggestions of customer relationship management improvement. Based on researchdata, this dissertation brings up relevant strategies to improve CRM with businessetiquette. They involve methods such as attaching more importance to theeffectiveness and suitability of business etiquette speciifcations, implementing regularand diversiifed etiquette training programs as an effort to promote staff’s skills inapplying business etiquette in various market segments. Additionally, this dissertationintroduces the performance appraisal and motivation mechanisms which is centeredby staff behaviors. Such mechanisms are to ensure the sound achievement of CRMobjectives. The ifnal part of this dissertation reveals the points for improvement in itsresearch and outlines the prospects of further research.