Research On The Establishment Of Customer Service System Of A Company Based On The Instructionof The Theory Of Customer Relations Management

Customer relations has always been the core issue in the business activities since human beings have business activities. Along with the deepening of the market economy, the meaning of customer relations management (CRM) is ceaselessly extending. However, the final goal is all the time to improve customer’s satisfaction and realize the balance between the maximization of customer’s value and the maximization of enterprise’s value. While, to build the customer service system is to turn the "product oriented" formulated in the customer service management into the "customer oriented", and to realize the goal of improving customer’s satisfaction and the market competitiveness. This is exactly the purpose of this thesis.Under the current conditions that the market competition is growing keen and the customer’s demand is becoming diversified, A company recognized it is hardly possible to maintain a leading role in the buyers’market depending only on the technology reform and product homogeneity. We have to transfer from product value to customer value, insist in the service concept of "all customer centered", meet customer’s individual demand, so then to win clients. Therefore, A company, combining with the instruction of CRM theory, reviewed again its CRM and clarified further the responsibilities and work distributions of relevant units in order to establish the imperative customer service system which is applicable to the market development.This article has researched and analyzed systematically the current situation of company CRM by ways of studying the theory of CRM, using comparison analysis and combining theory with practice. It is acknowledged that there is obviously insufficient in the aspects of customer service idea, operating mechanism product service, customer’s service level and customer management. It is needed to enhance the publicizing implementing the idea of "all staff marketing" and the "full service", to improve and perfect further the customer management, and to set up scientific constructive idea and implementation plans for the establishment of customer service system. Meanwhile, the implementation shall be well organized in order to form a closed loop for the customer information flow and management, and to build an integrated and scientific customer service system. In consequence, the interest of the enterprise is to be finally maximized while we are improving customer’s satisfaction and loyalty.Finally, the article puts forward the constructing goals for the company to build customer service system:the first one is to create a kind of service culture of "all customer centered", the second is to set up a service brand with the company characteristics, the third is to form a professional service team of high-quality, the forth is to promote customer service management level and the fifth is to increase the customer’s satisfaction and loyalty.