CRM-based Sales Support Process Optimization Research In Company B

From the year of 1980s,market competition has become more and more intense since the rapid development of globalization process and the smooth increase of market requirements.The compet-ition has changed from "product-oriented" to "customer-oriented”.Companies has realized the importance of recognition,selection,acquirement,development and maintenance of customers.From 1990s,supported by system integration technique,customer relationship management has become not only a business theory,but also a tool and method that provides complete and reliable data for decision-making in most enterprises.System integration enterprises are competing fiercely.How to hold the market share and improve the industry competitiveness become hot issues concerned by the system integration enterprise.CRM starts as one of the core strategies of the enterprise to bring continuous competitiveness to the system integration enterprise.Company B,as a well-known integration industry enterprise,always take customers as center concerns.It formed the mode of "consultation-guided","product-based","service-centered",providing customers with integrated and professional information systems integration services.This article takes company B as the research object,based on a research of customer relationship management(CRM),points out the influence of customer relationship management(CRM)to the business process optimization in this company.Finally makes an optimization design for the sales support business from the view point of process.This article developed from the following six chapters:introduction,related theory and research,the present situation and diagnosis,building process evaluation and control system based on CRM,optimization design,the application effect evaluation,result and deficiencies.Through the research from related theory and application of customer relationship management,from the perspective of customer relationship management(CRM),taking the sales support business process of company B as the research object,using the method of case analysis and research analysis,to find the problems existing in the process and reason.Then combine the theory of customer relationship life cycle and customer value to analyze the status quo of the process.To build the evaluation and control system of CRM implementation through the method of quantitative analysis and model analysis and using the balanced scorecard correction model.To optimize the business process of the company's sales support through the Ramle-Brach methodology and apply it in the business process.Then finally evaluates the application effect of the optimized business process.Thus lays a good foundation for the completion of the enterprise CRM strategy.