Research On Customer Relationship Management Optimization Of GZ Power Supply Bureau

With the rapid development of electricity system reform and high degree of marketization,the monopoly of the electricity industry is gradually broken.More and more social capitals are coming into the electricity industry in sales side.The increasing market competition has forced electricity enterprises move from " product-oriented " to"customer-oriented".Customer relationship management(CRM)has become a key management concept in electricity enterprises,which effectively integrate human resources with business processes and information technology resources.CRM enables enterprises to excavate the value of customer,maintain existing customer resources,develop the potential market and offer core competitiveness,achieving the increasing corporate profitability ultimately.This paper selects GZ Power Supply Bureau as the research object,starting from the connotation and origin of customer relationship management.Firstly,this paper introduces the topic background,significance of the research,research method and related literature review.Then,this paper makes a comprehensive analysis of internal and external environment of GZ Power Supply Bureau.Secondly,this paper introduces the current status of customer relationship management in GZ Power Supply Bureau.Through the investigation and survey of employees and customers,this paper evaluates and measures the level of customer relationship management from customer identification,service experience and information support perspective respectively.It is found in the research that the major issue of customer relationship management in GZ Power Supply Bureau are demonstrated in the following aspects;lackof customer differentiation management,insufficient deep analysis and forecast in customer indicators,limit power supply system implementation,deficiency in the key function module in information system and poor co-movement.Accordingly,the main causes to the above problems are supposed as the following several factors.First of all,the company has not set up Customer-oriented serviced awareness.Besides,the lack of sufficient theoretical guidance of the customer relationship management and normative standard customer relationship management process and business models are very obvious.Moreover,the capabilities of service staff are limited.In the last part,the paper is going to reconstruct the general strategy of customer relationship management optimization and proposed the following improvement suggestions;set out differentiated service strategy,establish VIP one-stop service and e-service platform,set up customer information integration sharing platform,restore customer information data structure and improve CRM system function modules.In addition,In order to establish a"customer-oriented"customer relationship management system,it is supposed to set institutional safeguard measures ranging from enterprise culture,organizational structure,performance appraisal,business process and staff training.During the process of research and writing,this paper uses a combination of theory and practice of research methods.On the basis of depth analysis of GZ Power Supply Bureau CRM,this paper proposes actual situation of CRM strategy and implementation within certain theoretical depth and practical significance.Hopefully the results of this paper can benefit other power companies to implement their customer relationship management.