Customer Relationship Management Study Of Siemens Industry

Nowadays, the competition between industrial enterprises is turning fiercer asthe technical barrier is lowering. How to seize the market for theses industrialenterprises which mainly rely on relationship marketing? How to maintainthe high quality customers and get a good hand in the market competition?Many enterprises began to implement CRM project. CRM is not only an ITsystem, it is a strategic project including organization structure adjusting,trans-department coordination, flow execution, corporate image etc. About70%of CRM projects did not achieve enterprises’ value of expectationbecause the complication of CRM system. However, CRM is still the mosteffective way to increase customer satisfaction and loyalty, develop customerrelationship. So enterprises should try to make their CRM as perfect as theycan.This article studied the theory and relationship of CRM, customer loyalty andvalue, service value chain through document retrieval, then analysed the background and CRM current situation of Siemens China Industry Area andpoint out the problem of the company’s CRM system. Finally, this article putforward a CRM improvement program based on service value chain to helpthe company perfect its CRM system.