A Study On Evaluation Of Customer Relationship Management Capability And Promotion Strategy

In the current increasing competitive market environment, the focus of competition among enterprises has turned from product competition to brands, service and customer competition. More and more companies are trying to establish and maintain a long-term good partnership with customers. The effect of the core idea from customer relationship management in practice specific application, including mastering customer resources, to win customer trust, to analysis customer needs, to provide satisfactory customer service, depends on the customer relationship management capability (CRMC). CRMC is one of the abilities of an enterprise. It is the configuration, development, protection, use and integration of resources for customer relationship management activities. We can say that the level of CRMC directly affects the strength of the competitiveness of enterprises, and improving CRMC is the key to increase market share and maximize profits for the enterprises. So, what's the level of CRMC in enterprises now? Which aspects of sub-capacity are better? And which aspects of sub-capacity lacks then? What approach should be taken to be a more accurate evaluation? After getting the evaluation results, how to give a targeted promotion strategy based on the analysis of the evaluation results? This study is to answer the questions, which has important theoretical and practical significances.This paper is mainly including the following research aspects:1. First review relevant research including:the ability of the enterprise, CRM, CRMC and evaluation; 2. Clarity and define the concept of CRMC, Construct CRMC system based on analysis of value chain; 3. Identify the key elements of CRMC and construct matrix model based on two dimensions:basic and support capability, which provide important theoretical basis for evaluation.4. Build the evaluation index system of CRMC. Make the four basic capabilities and the five support capabilities as one class index. Further refine these abilities, form secondary evaluation index, finally evaluate by the testing method of dual semantic information processing 5. Based on analysis of evaluation results, give the targeted improvement strategies in different quadrant of the matrix model; 6. Combined with China life insurance company lvliang branch practice, evaluate its CRMC to validate the proposed theory and method.Main conclusions:1.CRMC is a sub-capacity of enterprise capability, is one of the main elements of core competitiveness of enterprises, which support the enterprises to obtain competitive advantages; 2.CRMC has two dimensions:basic and support capability. CRM basic capability, including information management, customer observation, ability to create customer value delivery, customer retention capacity; CRM support capability, including senior management leadership, the ability to shape the corporate culture, human resource management, enterprise reorganization capabilities, resources integration.3. Evaluating CRMC provides effective support for enterprises on how to further enhance and cultivate the CRMC. If the evaluation results are in the matrix modelⅠquadrant, the implementation is the transition strategies; if the results are in the matrix modelⅡorⅣquadrant, the basic or support capability improvement strategies; if the results are in the matrix modelⅢquadrant, the implementation is cultivating capacity. You can also use tools such as radar charts and bar charts to analyze the enterprise CRM weaknesses, companies can combine their own situation to improve and ultimately enhance the competitiveness of enterprises.4. By evaluating CRMC of China life insurance company lvliang branch, verify the theoretical method proposed in this paper, which has the effectiveness, feasibility and practical value. Its CRMC is in the quadrantⅣ, has strong basic capability and weak support capability; dimensions in terms of basic capability(the ability to identify gold customers (A6), research and development new products (A7), brand management capability (A 13)), dimensions in terms of support f capability (structure of knowledge and skills of employees (A26), inter-departmental team (A29), the ability to integrate external relations (A31)) are following of comprehensive evaluation value q4= M (Medium|as important), the company should focus on improving the weak links, strengthen customer relationship management capability.