The Empirical Analysis On The Relation Of Enterprise’s CRM And Operational Performance

In recent years,with the changesof customers’ needs and consumption upgrade,domestic enterprises has been realized customer relationship management system(CRM)for digital transformationso as to improve the performance and market competitive advantage.However,the impact degree of enterprise’s CRM on business performance are inconsistent in the related literature research.The results of CRM,business operations,and customer satisfaction are mostly qualitative research and management strategy improvement.Therefore,it is necessary to use data to make empirical analysis sp as to further demonstrate the impact of the enterprise’s CRM on the operation performance and provide decision support for further improving the application level of the enterprise‘s CRM.In this thesis,basing on existing research,the listed companies in the financial industry and automobile manufacturing industry during 2010-2019 is selected as the research objects and the double difference method(DID model)is used to demonstrate the relationship between the CRM and Operational Performance.The relative implement strategies are provided.The main research results of this thesis are as follows:(1)Implementing CRM has a significant impact effect in the financial service industry with large branches and large customer bases.It is recommended that managers or decision-makers in the financial service industry should vigorously operate new information technology and deepen the application of customer relationship management systems in their enterprises to improve application level.(2)Implementing CRM is not significant in the automobile manufacturing industry with a high degree of customer intensiveness and few branches,but there are still obvious positive effects in special some years.It is suggested that the operators or decision-makers of the automobile manufacturing industry should pay attention to the deep-level cooperation between the customer relationship management system,the enterprise production management system and the supply chain management system.