Research On Application Optimization Of Customer Relationship Management System Of SG China

The network technology has developed rapidly that led many industry applications have a rapid development as well,such as big data,Internet of Things,artificial intelligence and so on.With the development of these technologies,enterprise information management and customer relationship management will be an important support for the strategic objectives of enterprises.Good customer relationship management can not only help companies strengthen their relationships with customers(acquire.new customers,retain old customers),but also help companies improve operational efficiency and reduce operating costs.However,the actual application of CRM with a failure rate of up to 70% does reveal many problems in the implementation of CRM.Confronting the trend of enterprise information management and the shift to a "customer-centric" business philosophy in future,it is urgent to solve these problems that have caused the failure of CRM applications.This article takes the current failed CRM application cases of SG company as the research object,draws on the successful cases of M company,and takes CRM corporate strategy theory,"customer-centric" management theory,customer ABC classification theory,and PDC A theoretical model as the guide.The current application status of SG's CRM is analyzed.The specific phenomena and causes of the problems are analyzed in detail from the status quo of business processes,organizational structure and existing system applications.Respectively,from the aspects of changing the way of thinking of senior managers,customer classification and key account management,basic database reconstruction,business process optimization,organizational structure optimization,etc.,an effective optimization solutions for SG company's CRM application are proposed.And through the establishment of the task force organization structure,management thinking and cultural system,the formation of CRM strategic position,business node responsibility system and continuous reform of PDCA to ensure the successful implementation of the CRM optimization program.The application of CRM is actually the result of optimization of enterprise management methods.Through the optimization of business processes and organizational structure,the overall customer relationship management capabilities of the enterprise have been enhanced.Combined with the powerful functions of CRM system,the overall operating efficiency of the enterprise has been improved,and costs have been reduced.This article focuses on analyzing and solving the phenomenon of CRM application failure.There are two innovations:(1)Key elements of customer relationship management.This article analyzes and studies the case of SG Company,and puts forward the key elements of customer relationship management.Help companies achieve comprehensive,systematic and accurate management of customer relationship information.(2)Changes in management thinking.Through the research of CRM application in this article,the managers of SG company realize the strategic significance of customer relationship management,realize that customer relationship management is not customer relationship.Customer relationship focus on communicating,socializing,understanding,and developing feelings at different levels with customer,and are a form of work that interacts with customer.Customer relationship management is mainly the management of various customer information and transactions within the enterprise.Thoroughly managing this information can help enterprise better understand customer and industry and make timely and correct decision.So change the way you used to focus only on customer relationship.By optimizing business processes and organizational structures,we realize customer relationship management thinking with a focus on key customer.Customer-centric,solid customer relationship,to ensure the continued growth of the business.