Customer Relationship Management Evaluation System And Implement Of Haitian Terminal

Customer relationship management (CRM) is a new management machanism for improvement of relationship between enterprises and customers. Various customers, or same customer in different phase, need various services. Hence if enterprises want to build up stable customer relationship in the long term, it is necessary to meet customers'requirements, which intends to improve competition. With our nation entering WTO and economic globalization, port industry is developing rapidly. In the increasingly drastic market competition, port has transferred from planned management to market management, so port erterprises CRM introduction is imperative under the situation. Making use of several ways to find out research and communication channel, further evaluating and analyzing survey results via advanced evaluation technologies, which promotes build up scientific and reasonable customer's relationship.On the basis of imperative of CRM as well as production and operation characteristic of HAITIAN terminal, CRM implement project is established for diverse customers based on CRM strategy and thought. As for implement process, it is around customers'satisfication and comprises many steps, establishing evaluation target, collecting customer research results, establishing customer synthetical evaluation system, and putting forward improvement measure based on satisfication evaluation results, presenting obtained effect. In details, research study include the following aspects:(1) Synthetical evaluation system establishment and technique research of HAITIAN terminal's CRM: in order to analysis reasonably and completely satisfication research result of diverse customers, a synthetical evaluation mathod from different point of view, which includes integrated and respective satisfication evaluation, is adopted. The integrated one includes fuzzy synthetical evaluation based on fuzzy theory, as well as relative progress exponent evaluation. The respective one comprises satisfication and superiority appraise for single factor.(2) Implementation process of HAITIAN terminal's CRM: From such macro strategy as subdivision of customers, confirmation of factors, reform of enterprise...