The Study Of The Implementation Of Customer Relationship Management In Our Accounting Firms

Customer Relationship Management (CRM) is an enterprise business strategy which started from the West, and its relationship to the value of customer relations is the object of study. As the space of reducing the cost of business is getting smaller and smaller, and the market competition environment is increasingly fierce. The Customer Relationship Management is in order to be able to maintain its competitive advantage for enterprises to find a creative path, which is a management concept innovation. Customer Relationship Management includes the newest internationally recognized as the most advanced marketing strategy and management philosophy. At the same time, China's accounting firms face competition in the market as well as customer resource competition. Studying the advanced customer relationship management mode in our accounting firms, making full use of all ways and means to expand our accounting firms'own customer marketing share, these will undoubtedly extend the strategy of their sustainable development.This article is divided into three parts, as follows:The first part is the basic theory of the customer relationship management in accounting firm. Firstly, as the enterprise increasingly concerned about the customers resources under the new competitive market, and the CRM theory developed. Secondly, the author explores the nature of the accounting firm and then gives the definition of customer relationship management in accounting firms. I believe that choose the customer relationship management will be a valuable long-term development of the accounting firms. Thirdly, according to the information I have collected our accounting firms'customer relationship management is not yet founded in operation and they still don't have a systematic of the CRM theory study. Then the author analyzes the current situation of our accounting firms'customer market.The second part is the customer relationship management elements of our accounting firms. This first analyzes China's firm Industry, China's audit services market is a scattered and divided both, full of small-scale firms, the audit practice environment is imperfect, audit charge costs low, composes a small proportion of non-audit business. Secondly, the author introduced the successful implementation of customer relationship management-- the CRM Body Check Evaluation Method, which provides a detailed and comprehensive way to the key elements such as customer, strategy, personnel, process, technology that China's accounting firms can refer. Our own accounting firms designed customer element which includes customer loyalty, values and experience; Strategy includes vision and strategy; Personnel includes staff management and organizational structure; Process includes process design and internal coordination; Technology includes the intelligence and the business supply.The third part is strategy for the implementation of customer relationship management in our accounting firms. Firstly, the author explores our accounting firms'classification and their customers'classification. Secondly, I analyze the stages of the implementation of customer relationship management in our accounting firms, which include establishing objectives, adjusting accounting firms'organization, designing specific customer marketing strategies, and personnel management, financial support. Third, the author analyzes the process of customer relationship management services. Major in the communication between accounting firms and audit clients, and then establish the trust and fulfill the commitment to clients. Fourthly, in the Finnish stages of customer relationship management services, our accounting firms should take our clients profiles, and take advantage of advanced information technologies for our customer keeping. Fifthly, the author discussed the management of indirect customers both in the government's relations and in public relations.In the course of writing the article, the author tries to desert the following contributions:1,the article has a novelty and practical topic. From the hot topic of customer relationship management, I try to connect the CRM theory and our accounting firms'operation, and then offer our own definition. It's full of practical significance.2,the article is to achieve the implementation of a customer relationship management strategy innovation. The article introduced a customer relationship management CRM Body Check which is the current mainstream approach, contained advanced technology and management ideas. Secondly, the article also tried a new perspective, the study thinking that the combination of economics, the theory of marketing, organizational behavior, human resource management, particularly the marketing of "7P" theory is throughout the analysis of our own accounting firms'strategies.3,the implementation strategy is practical. The article analyzes the specific accounting firms in China, and put forward a concrete strategy for the implementation of customer relationship management. Our accounting firms can selectively apply these strategies to their actual operations according to their own environment and the ability.