Research On Improving Customer Relationship Management Of M Law Firm

With the rapid development of market economy,seller's market is transiting to buyer's market,which makes the competition among enterprises transiting to the competition of serving customers and satisfying customers which also is a focus of the customer relationship management(“CRM”).CRM is a kind of management concept of taking the customer as the center.It is an effective integration of management philosophy,system operation and information technology to meet customers demand with lower costs and higher efficiency and improve the loyalty of customers and make a long-term friendly relations with them,which can help enterprise create a competitive advantage and build brand recognition.This paper covers the connotation,review and function of CRM,and takes M law firm as the research target.By combining the feature of law firm and the study result of CRM,the paper explains the present situation of CRM and points out the main problems of the application of CRM in law firm at three levels: the lack of CRM concept,immature system and out-of-date technology,which are specified in the individual segments.Then this paper analyzes the internal and external causes of these problems: the short period of development of China's lawyer service trade and imperfect judicial system;the slow development of law firm and inflexible organizational structure,etc.In the conclusion,from the perspectives of concept,system and technology,this paper explores the improvement of CRM in five aspects: the introduction of CRM concept,enhancement of enterprise culture construction,establishment of CRM operation mechanism,improvement of organizational structure,and design of CRM system.This serves the purpose of putting customer first and foremost,serving customer and improving customer satisfaction.By realizing the above,M law firm may acquire its own competitive edge.By combining the theory and the practice and by referring to the first-hand law firm working experience,this paper presents a more accurate explanation of the status quo of law firm,and then puts forward relevant improvement strategies of CRM in order to solve the targeted issues of law firm,which in both theoretical and practical sense,has some certain guiding implications,and provides some feasibility and value-add proposals for the practice of M law firm's CRM.