Distribution Enterprise Crm Customer Retention Research

Homogenization and product surplus of goods make the dominant factor in the development of enterprise change from product value to customer's needs. Customers turn out to be the core resources. Customer Relationship Management also known as CRM was just grown in this environment. CRM is a client-centered ideas and it values to provide personalized customer service so as to continually enhance customer satisfaction and loyalty. After that, customers will contribute to achieve sustainable customer value, thereby enhancing the profitability of the business.The first chapter of the paper presents the basic concepts of Customer Relationship Management, such as functional aspects of the theory, basic profiles, the definition of CRM and its components, functional analysis of the nature of CRM system. Therefore, chapter two will discuss details on the basis of chapter one.Chapter two explores the scope and importance of CRM in enterprises; Analyze the particular characteristics and necessity of CRM in distribution enterprise; the key point of chapter two-is the comparison between distributors and large retail enterprises according to their similarities and differences. For distribution enterprises, it is critical to identify CRM in order to maintain clients and prevent the erosion of their customer. Consequently, it will also continuously improve customer satisfaction and strengthen customer loyalty.The third part of the paper focuses on CRM implementation and realization in distribution enterprise. It starts with the definition of customer mamtaining, then the function of customer maintaining to business profit, later the background of customer maintaining in the current economic environment. After the study of customer satisfaction and customer life cycle, we can find a good point to explore customer mamtaining.In chapter four, a data mining technology is introduced so as to use modern information technology to enhance client maintaining. It involves the construction of a data warehouse, customer data acquisition, data type pretreatment, construction of multidimensional data model, the final decision made by decision tree, and how to make strong support to the CRM system. By understanding a specific example of maintaining customer, we can see the value of data mining technology of CRM in real life.Chapter five contains analysis of building CRM system based on the customer maintain and further analysis of the trends in distribution enterprises: integration of CRM and ERP. CRM is an extension of ERP systems, while ERP CRM is the foundation of CRM. The factors of customer tracking, customer care, one-to-one marketing are the specific features of CRM. In future, the integration of ERP and CRM to form a seamless loop system so to improve business operation comes to be a big topic and must be attracting more and more attention.