Can CRM System Create Customer Value?

CRM is short forCustomer Relationship Management in English. This conceptmeansa pattern or mechanismof information exchange between enterprise andcustomer created by anUScompanycalledCartnet. The core idea is customer centered which enhancing customer satisfactionandimproving customer relationship. CVC is short for Customer Value Creation in English which is the core content of CRM system. With the widely use of information and network technology,CRMsystem is gradually popular in China. This paper had a analysis of whether CRM system create customer value through the research of CRM and CVCinChina and overseas by taking Zibo Aisino Aerospace Information Co. Ltd. as an example.This paper is divided in three parts: the first part is the basic theoryabout CRM, CRM system and CVC. Through this analysis we find out that there is no uniformity in the definition of whether CRM system can create customer value. The second part introduces the situation of Zibo Aisino Aerospace Information Co. Ltd. and its CRM system. By researching the differences before and after usingCRM system in this company we draw the conclusion that CRM can createcustomer value. The last part is about the measurement and improvement about Zibo Aisino Aerospace Information Co. Ltd. through questionnaire, data collection, concept modeldesign, analysis of reliability analysis, validity analysis of survey data and multivariate regression. According to the analysis result of CRM system of this company can indeed create customer value. Finally we draw the conclusion that companies can greatly improve the management efficiency, enhance customer value creation, increase the competitiveness through the introduction and implementation of CRM system.