Design And Implementation Of Customer Relationship Management System

With the development of the market and the expansion of business, there are more and more customers on the company's list, management of the customers'profiles with only excel formats was unable to satisfy the demand of business marketing, which are mainly embodied by the following aspects:1) The loss of customers'data; 2) The loss of customers due to the mobility of company staff and constant occurrence of business interruption because of handover; 3) Inadequate attention paid to key customers and the old customers turned to our competitors for cooperation; 4) Hard to search for key customers'document due to their scattered space in our computers, without unified management; 5) Difficult of counting sales data and seriously delayed reports affect the company's decision-making policies. 6) Difficult to assess the performance of sales staff, also inefficient to motivate the incentive enthusiasm of the staff.Customer relationship management is very important for enterprise. Building an effective long-term business relationship, making closer relationship with customers, understanding customers and providing personalized service to customers can increase customers'trust and market share, sustain growth in value of customers to enable enterprises maximize profits.With the growth of business, it is necessary to turn our management center from product-centric of past to customer-centric. Traditional management ideas are not enough and need to be updated. From the long-term strategic vision, it is very significant to develop a customer relationship management system considering the construction of enterprise information.The customer relationship management (CRM) system can effectively group customers'information from various channels to one database, so as to implement the information sharing of one same customer within departments of the company. From the customers' information retrieval, the saleswork to order tracking and field service, all the above-mentioned information will be presented to the company staff ,and so we can let them feel an overall care from us and therefore to enhance the business opportunities and to improve our company performance.The newly-developed CRM system includes service management, sales management, market management and so on. Service management includes customer care, order tracking, field service, problems and solutions database, service request management, etc. Sales management is to manage the daily sales activities, such as calendars and schedules, contact and information management, business opportunity management, sales forecasting, recommendation and proposal management, field management division. Means of marketing performance management, includes sales performance management, sales list generation and management, budgeting and forecasting, customer tracking, distributing and management of those customers who have demands.During CRM project development process, we used RUP process management method which has been reduced to be suitable for our CRM project, and used it iteratively push forward the advance of CRM project. Including: 1) We simplified the process of the products documentation. 2) We used only key models and technical documentations of whole RUP process, which can simplify the development process, that is, for Use Case model, domain model, and technical documentations, we used only prototype system, the, the software specifications requirements, glossary, and database dictionary these four kinds. It proves that such a process has played a key role in the success of CRM projects. The CRM project development process covers the initial stage, refined stage, construction stage, transition stage, and the eventual completion.The system initial stage undertakes a research on high-level needs of CRM project, Use Case modeling, understand the scope and boundaries of the system, identified project risks, and technology selection of the construction phase. In the initial state of the CRM, we also had to understand the project stakeholders, develop system prototypes, study system feasibility, make project development plans and other activities.The system refined stage includes the domain modeling phase, object-oriented design phase and database design.1) Domain modeling is the real problems that we had to resolve before learning more about the field of modeling business processes and identify projects. In this phase, we did not discuss what makes a specific system, we just kept deepening our cognition of CRM business, analyzing how to improve customer relationship, so as to improve enterprise management level, and to maximize enterprise benefits. So, in this domain modeling phase, we mainly refined the system's operational activities and business model to form system use cases, and decomposed the building process of concept model for customer relationship management .2) Object-oriented design stage describes how to detail system use cases, how to describe the refined use cases and establish the system of class diagrams and sequence diagrams, how to express activities and behaviors of system from different angles through the system use case diagram, class diagram, sequence diagram, and so as to complete the mapping from system analysis model to design model.3) Database design describes how to map concepts model to logical database model of the domain analysis, and ultimately form the physical form of the process database. We completed the database design ER diagrams and database structure design in the CRM database. Database design is the most critical step in the development process of CRM project, a good database structure is the basis for the normal operation of software systems. From the physical structure to the logical design, problems from either area can cause unstable operation of the software system, so the database modeling is the indispensable design process for a designer.The system construction stage. We used J2EE architecture in this stage, and also used Spring, Ibatis, ZK, AJAX and other technical means to complete the system of coding, and turned the design model into an executable software system, and then made a systematic iterative open work after the transition phase of the system.The system transition stage. The CRM system entered the transition stage after iterative development and integration testing, ultimately formed a stable CRM software system, then project development was completed and came to the system maintenance stage. The development of the project of Customer Relationship Management system(CRM) took a total of ten months. As a project manager, my duties were responsible for project communication and coordination, and participation in system requirements analysis, domain modeling, object-oriented design, and completing the coding of management client information and customer care reminding functions. Under the close cooperation and joint efforts of system team members and through the beginning stages of refinement phase, construction phase, transition phase, CRM was successfully on-line finally, and entered the operational phase, and gained good results for the company.