A Study On Customer Information Resource Management Based On CRM

At present, the corporation begins to focus on the customer information resource as the development of productivity. The key of creating the core competition power is to dig, coordinate, analyse, empolder and take good advantage of customer information resource. The customer information resource belongs to immaterial resource. Therefore it has both the commonness of economic resource and characteristic of its own. Then the corporation could manage it in digital based on CRM system. Containing advanced computer technology and internet technology, CRM system puts CRM ideology into reality. The CRM system could be sort as operational CRM, analytical CRM and collaborative CRM in term of foundation classify method in the current market. The different type of CRM emphasizes particularly on different function, and plays different part in management process. This thesis is written for this.At the first, the thesis analysed the status quo of research on information resource in both domestic and overseas as well as the status quo of development of customer relationship management. At the same time, it introduced the purpose and significance of this thesis as well as the content and frame.The second part summarized the meaning, types, characteristic of customer information management and analysed the function and operation of CRM application system.The third part expatiated the process of customer information collection based on operational CRM and collaborative CRM. As to operational CRM, it analysed customer information collection based on three sub- modules: sale sub-module, marketing sub-module and customer service and support sub-modules. Meanwhile as to collaborative CRM, it analysed customer information collection based on calling center.The fourth part, which expounded the process of customer information resource coordinating and analysis, is the emphases of the whole thesis. This part summarized common mode of information coordinating and analysis and the characteristic and core-function of analytical CRM at first. Then it discussed the coordinating mode and analysis mode of customer information resource based on analytical CRM. At last it introduced the coordinating and analysis tool--data warehouse, including its functionand working process.The fifth part argued making good use of customer information resource. This part began with the demand layers in corporation as well as the problems caused by the using of customer information resource. Then it analysed the using mode of customer information resource while put forward the issue of information sharing and intelligence property protection.The last part, giving an example of banking, introduced the instance of customer information resource management based on CRM.