Research On Customer Management Relationship And Its System In XC

In recent thirty years, our county has made significant progress in machinerymanufacturing industry and achieved great success especially in machinery manufacturing.However, enterprises of machinery manufacture industry of our county confront someproblems in customer relationship management, especially problems on sales managementresulting from unclear client definition and incomplete description. And such problemsproduce a serious effect on the promotion of sales ability of enterprises.Based on the study of domestic and foreign CRM theory and present situation ofapplication of CRM in our country, this thesis states the core management concept oncustomer relationship----―Customer-centric‖concept and presents the significance ofmachinery manufacturing enterprises using CRM management theory to improve theirsales ability. First of all, this thesis introduces the basic situation of XC machinerymanufacturing enterprises and summaries the product features, customer features andcustomer relationship management of XC enterprises. The description of current situationof XC enterprise on product features, customer features and customer relationshipmanagement of XC enterprises and the analysis on problems on customers relationshipmanagement and underlying reasons on such problems of XC enterprises lay thefoundation for XC enterprises bettering the customers relationship management. Then,combined with customers relationship management theory and aimed at problems oncustomers relationship management of XC enterprises, the thesis expounds the overallCRM system fracture of XC enterprises and gives out the major functions such ascustomers management, customers rating, market management, sales forecasting of CRMsystem in XC enterprises in order to change the current situation on customers relationshipmanagement and use CRM system to improve customers relationship management of XCenterprises. At last, the thesis, connected with the author’s working experience, presentsthe major factors of XC enterprises implementing the CRM system and points outrespectively major factors in three aspects, project preparation, platform selection, andimplementation and generalization, of XC enterprises to insure smooth implementation ofCRM project. I hope, by virtue of the study in this thesis, the XC enterprises can bring in CRM management theory and improve their customers relationship managementMeanwhile, I hope this thesis can be the reference in CRM system construction formachinery manufacturing enterprises.