Study On The Implement And Assessment Of Customer Relationship Management

With the arrival of the information age, the whole market competition mechanism has changed rapidly. During this period, enterprises mainly take "product-centric" as a guide to achieve product differentiation, improve product quality, so that achieving the market share and maximize profits. But with technological advancement in the new century, product-oriented competitive strategy is no longer meet the requirements of the market. It is widely recognized that the most valuable resource is the customer, and enterprises has taken customer-oriented as the guide of the market. So whether companies can manage their customers is also a critical factor to the success of enterprise.In this context, the customer relationship management theory emerged. If companies want to have a better prospects in the future, they must implement customer relationship management, maintain good customer relations and achieve long-term business objectives.The main purpose of this paper is to discuss the concept of customer relationship management, understand the present situation of application of customer relationship management in enterprises, the problems existing in the implementation process of summary analysis. Enterprises need to focus on the main points in the process of implementation, do research on the evaluation in the late implementation and improve the enterprise customer relationship management mechanism in time.Firstly, according to the literature, this paper analyzed research situation of customer relationship management and then expounded the theory of customer relationship management, and summarize key point in customer relationship management, attaching importance to the collection and use of customer information in the enterprise implementation and keep fully digging the potential customers. At the meantime, strengthening maintain existing customers, improving customer satisfaction to achieve customer loyalty. Besides enterprise should properly handle customer complaints and provide timely response to loss of customers for businesses. Finally, through the empirical investigation and analysis by the hotel, enterprise should evaluate the implementation of customer relationship management, and make relevant recommendations for hotel management.Eventually, through summarisation and some research, this paper propose different measures to establishing, maintaining and retaining enterprise customers relation. And this paper investigates and analyses implementation effect of customer relationship management from the customer point of view, so we can obtain the weight of customer satisfaction factors, make recommendations according to the actual situation of the hotel, enhance the value of customer perception, and vigorously achieve customer satisfaction. Achieving the maintenance and development of good customer relations ultimately enable enterprises to have a more long-term development.