Customer Relationship Management And Its Application In Service Enterprises

At present, the service industries of China are growing rapidly and manyfamous international service providers have entered China market, so the competitionin service industry is becoming more and more drastic. Furthermore, the behaviormodel and psychology of customers also have changed a lot. Therefore, in order tosucceed in competition, service industries must find a way to meet customers' needsmore effectively, establish closer relationship with them , gain customer satisfactionand loyalty, and retain important customers. Customer Relationship Management,which is the combination of modern marketing theory and information technology, ishelpful for service enterprises to know and meet customers' needs effectively.Through delivering more value to customers, service enterprises can gain customersatisfaction and loyalty.Firstly, this thesis analyzes the fundamental management theory in CRM, anddiscusses the latest technology trends of CRM. Secondly, the thesis introduces thetechnology details in establishing CRM system, especially discusses the keytechnology of CRM—data warehouse and data mining technology. Thirdly, the thesisgives some advices on how to establish CRM system successfully. In the end of thethesis, there is an application case which is the CRM system the author designed for aservice enterprise. The case includes the whole progress of establishing CRM system,such as, enterprise background description, demand analysis, framework design andfunction module partitioning. The thesis introduces the latest theory and technologyabout CRM, which can be used as a reference to help decision-makers and managersin applying CRM. The author hopes that the thesis can provide an integrated CRMsolution to those service enterprises which try to strengthen their core competencythrough CRM.