The Research Of Company H For Establishing Architecture Of Customer Relationship Management

Under the buyer's market, the customers become the most important and sparse resources of the modern business enterprises. They decide the destiny and the prospect of the business enterprises. Therefore, the more customers the enterprise can occupy, the more market quotas they have. The enterprise that has more customers can be in invincible position of market competition. The theory of CRM was generated under this situation.Recognizing the importance of the customers with the development of CRM, more and more enterprises especially for manufacturers and service providers like insurance companies, banks, telecom enterprises and etc. begin to recognize, accept and establish their architectures of CRM by using these theories of CRM, but almost no international express company has done with CRM at present.In view of the above-mentioned, this paper takes Company H as an example for reference. According to the benefits and functions of CRM, this paper will resolve the problems of customer service in Company H through establishing the architecture of CRM for the company based on theory of analytic CRM. Meanwhile, the architecture will analyze the customers of Company H on the base of their basic information, business data, sorting, loyalties, satisfaction and etc. under the powerful support of CRM software. Then, the writer provides the basic conception of CRM in Company H after the strategy planning, enterprise goal, enterprise culture, logistics alliance and software system are analyzed.In order for Company H to perform CRM successfully, 4 steps of performing CRM including Strategy planning, Business planning, CRM performing and Evaluation and improvement are proposed firstly. Secondly, the writer provides the method of performing CRM which generalizing some factors like capital, creative, stimulation, project team, CRM technology system and so on. The model of performing CRM is provided on the base of the information transmission of customers and market. This model is divided in 4 levels, including customer information collecting level, customer information process level, customer information output (use) level and support system and technology level. At last the writer analyzes how to use CRM and the key factors during performing CRM in Company H successfully.The writer hope that textual research can help Company H to carry out CRM successfully, have a new understanding to customer's importance, manage the data quantity and quality in CRM usage, use these data better by the powerful support of CRM software, help Company H hold the customer's need really and find out the most worthy customer in the company. By providing products and services that aim at them, the Company H can realize customers' satisfaction and loyalties, get the profits and arrive at the expected result of CRM.