Research On The Improvement Of Customer Relationship Management Of Chenzhou Power Supply Company

As the rapid development and intensifying competition of electricity industry, the focusof competition has shifted to services competition for customer and customer loyalty(customer relationship management). Customer relationship management (CRM) is theenterprise "a product-centered" to "take the customer as the Center" changes and rapiddevelopment of management thought, human resources, business processes, and the effectiveintegration of information technology, enables organizations to lower costs, to meet customerneeds more efficiently, so as to seize more market share, access to new market opportunitiesand enhance the competitiveness of enterprises.At first, this paper expounds the generation of customer relationship managementbackground, connotation, function, development status and trends. On this basis, takingChenZhou Power Supply Company as the research object, this paper analyzes the marketenvironment and the present CRM situation of ChenZhou Power Supply Company, thenpoints out main problems of customer relationship management are the lack of customerinformation management system, customer management process, the customer informationsystem lack of unified planning, differentiation for customers management, enterprise internalsystem inadequate use barriers and potential customer value mining. And this paper points outthe reasons of the above problems mainly includes the market management idea behindemployees, enterprise internal management concept and mode, the inefficiency ofperformance evaluation and business process is not clear from. Finally, we improve thecustomer satisfaction management and loyalty management, and establish customer retentionmechanism to make improvements in CRM to make every effort to promote ChenZhou PowerSupply Company’s core competitive advantage.Using a combination of theory and practice of research methods, on the basis of depthanalysis of ChenZhou Power Supply Company CRM, this paper proposes actual situation ofCRM strategy and implementation, providing a feasibility proposal for ChenZhou PowerSupply Company CRM application.