The Program Based On Crm To Build Customer Service Center Of H Company

Today differentiations of product and management between enterprises are increasingly narrow. Because of small internal potential and more competition, more and more enterprises draw attention to most important external resources–-- digging-up customer resources. How to dig up customer resourses deeply to increase customer value and in order to enhance the value of the business, which is reality need leading to the development of customer relationship management theory.For the industrial market, high-volume and long-period continuous procurement express the main form of enterprises purchase. Therefore, how to obtain and maintain a profitable and stable customer relationship, is a issue that many industrial products manufactures try to solve successful ly for a long time. As the global financial crisis hitting the semiconductor industry inevitablely suffer a severe cold winter, the H company is also being heavily impacted. Therefore, at this time how to maintain the customer relationship which is the lifeblood of fragile enterprises, is increasingly becoming the most important thing.Based on the above two aspects of theoretical and practical, H Company organize a project team to set up the Customer Service Center in order to help company manage customer value, so this study also emerging .Research ideas of this article are divided into the following steps:Firstly, stating Customer Relationship Management Theory as a starting point, from study abroad to the local developing research gradually. In this process, deeply study the definition of CRM forwarded by the Gartner Group, and developed by some academic experts such as Philip Kotler and Armstron. Among them, there is no lack of clear views from McKinsey & Company and the Hurwitz Group in Boston. Subsequently, the author studied from three perspectives of marketing philosophy, business strategy and systems development, operation to understand domestic academic point of view about CRM. In this paper, there are the two latitudes about theoretical research on CRM.Secondly, in order to study actual situation and development requirements of the H company, the paper stated from both the necessity and importance latitudes to inquire into the reality basis of customer relationship management. In details, at the stage of necessary analysis, the content includes three external factors of macroeconomic trends, industry developments and competitor analysis, as well as the analysis of internal factors such as present situation of marketing and existing problems and reasons acoordingly; at the stage of importance analysis, the content is mainly on the risk of not-to-be because of the key action characteristics of sales staff and the value of to-be due to the systematically operating of organization.Thirdly, from the practical point of view, the paper states on the scheme of constructing Customer Service Center program, the main contents guiding operation in four aspects of which covering the organization of functions and construction, staffing and job descriptions, pay design and performance evaluation (the key point here is to use strategic management thinking of the Balanced Scorecard), as well as training management.Fourthly, focus on the full implementation in the future, this article concludes with a trial run of customer service center program and work prospects. Among them, the trail run designs a program of soft landing that basing on the actual situation of H Company as the starting point; the aspect of work prospect mainly explains that H company should immediately get ready for proceeding the customer database and building the platform of CRM system, so that they will fully upgrade level of company customer service and implementation results of customer-oriented strategy.In this paper, the innovation point is that the work of the project team relied by the paper is the first time for H company to use adcanced CRM theory to settle issues about business development. The significance of this paper lies in the fact that the proposed thesis research to build the customer service center is considered the reality of business and requirements of future development as a starting point, and regarded the enterprise now and future operation of customers as the end-result, and therefore its attainablity and utility to give this article a value of special importance.