Customer Relationship Management Implementation Strategy

Since Peppers and Rogers presents the One to One Future in 1993, Customer Relationship Management (CRM) has become the necessary management tool of many companies. It is also apparent that managing customer relationships, coupled with building the value of the customer base, is no longer a business management fad based on the latest consultant speak, but rather a fruitful new avenue of business competition that has been rendered necessary by permanent innovations in the technological landscape and one of the important ways that enterprises obtain the competition advantage. Being the latest development of enterprise informationization after MRP, MRP II and ERP, CRM attracts broad attentions of the industrial community, and numerous scholars and research institutions carry on the research of CRM and write articles about it. However, the miss ratio of the implementation of CRM has been remaining high all the time. On the other hand, according to the latest research paper of the American research institution Frost & Sullivan, because the implementation of CRM lacks enterprise strategy, cause technology to fail to well combine together with enterprise strategy and the success rate of CRM project to reduce. So, we should not regard CRM as a kind of technology or one-off project. We should regard the implementation of CRM as a continuously improved course, making long-term planning and goal for the implementation of CRM from strategic height.What's the deep reason of the emergence of CRM? What does it bring to the enterprises? How to implement CRM in the enterprises successfully? Based on the above reason, I take the strategic of CRM implementation as the paper's title and make a deep study on the theory and practice of CRM from multi-angle such as management, marketing, technology and informationization etc. I try to analyze the fail of implementation of CRM, how it should be implemented, and finally propose a successful strategic model of the implementation of CRM.The paper shows that many enterprises have ignored the merger of a lot of important factors artificially while implementing CRM project, just make CRM system unable to give play to its effect normally, cause the failure of project implementation of CRM finally. CRM is not a simple technology or software, but a very complicated...