Thesis of Enterprise Customer Relationship Management Course

For enterprises, customer relationship management is an old and innovative topic. As an ancient topic, in fact, since human beings have commercial activities, customer relationship has always been the core issue in commercial activities and one of the keys to the success of commercial activities. The following is my thesis on enterprise customer relationship management for your reference.

Enterprise Customer Relationship Management Paper 1

Research on Customer Relationship Management of Automobile Enterprises

With the objective demand of the development of automobile industry, customer relationship management, as a new and effective management mechanism, has been implemented in enterprise practice. This paper briefly expounds the present situation of customer relationship management in automobile industry, analyzes its role in automobile enterprises, and finally puts forward some countermeasures and suggestions to improve customer relationship management in automobile industry.

Keywords: automobile industry; Customer relationship management; service

Automobile industry is an important pillar industry of national economy, with long industrial chain, high correlation, wide employment and large consumption, which plays an important role in national economic and social development. With the increasingly fierce market competition and the constant change of customer demand, the customer-centered business philosophy has been accepted by more and more automobile enterprises, especially automobile sales enterprises. Customer relationship management, as an advanced customer-centered concept, attaches importance to the application of modern information technology and attracts more customers by providing fast and thoughtful quality services, thus reducing the cost of enterprises and maximizing profits.

First, the status of customer relationship management in the automotive industry

1, the customer-centered service concept has not been correctly established. Now, the automobile manufacturing enterprises that benefit from CRM have begun to realize that the basic needs of customers have not been fully met in actual operation, and most of their thinking has remained in the period of product-oriented, and they have not noticed that the competition of enterprises in the current market has turned to the service-oriented competition form. Serving customers and improving customer service satisfaction and trust is a long-term strategy for the development of enterprises at present.

2. Lack of effective enjoyment of customer resources. This mainly means that all kinds of customer information are basically scattered in automobile enterprise headquarters, maintenance service stations and retailers, but there is no effective * * * sharing mechanism, and these departments actually form customer information islands. The most prominent thing is customer resources, whether it is small customer resources or large customer resources, which are mostly in the hands of sales staff, which is easy to cause huge fluctuations in the replacement of customer information by managers. For example, once you leave, the enterprise will not only lose customer resources, but more seriously, it will also increase the follow-up and investment to customers, which will greatly increase the cost of the enterprise.

3. Information management is relatively backward. The premise and foundation of establishing a good relationship between customers and automobile enterprises is full and timely communication and understanding. The single and backward communication mode in the past has greatly affected the establishment of long-term cooperative relationship between customers and enterprises, and the popularity of the Internet has effectively solved this big problem. However, many automobile companies have neglected this good carrier. Due to the backward information management, weak management concept, lack of enterprise funds, weak competitiveness, fierce market competition environment and low company profits, they neglected to use various information systems to promote the improvement of customer relationship management.

Second, the role of customer relationship management in automobile enterprises

1, grasp the correct needs of customers.

CRM system makes use of the integration of all development links, business and resource links of enterprises to better increase the operational efficiency of enterprises. Establishing a complete CRM system has played a very good role in the development of enterprises and the allocation of resources. On the positive side, the system can be developed and extended to all channels of the enterprise. It can not only build a complete enterprise front end with traditional call centers and customer organizations, but also with many e-commerce contents such as enterprise portal, sales network and online customer service. In the future, the system can be gradually developed and infiltrated into various production links and departments, such as production, design, logistics and human resources departments, and integrated with ERP, SCM and other systems. This effectively realizes the integration of resource systems, effectively enjoys information resources, improves the business ability of employees, and realizes the automation of business processing. In this way, the operation process of the enterprise will be smoother and resources will be used more effectively.

2. Provide personalized service to improve customer satisfaction.

With the advent of the information age, the competition in the automobile consumption market is becoming increasingly fierce, products and services are developing and improving in an all-round way, especially the rapid development of information channels and means. Customers have more and more information about various automobiles and their choices are expanding. At the same time, customers' psychology of product choice is getting stronger and stronger, and personalized choice is more prominent. Under the background of market competition and diversified customer choices, CRM system can provide one-to-one services for different customers according to different customers. In other words, enterprises should choose different service methods and marketing methods according to different customers. This requires our automobile enterprises to establish a learning CRM relationship with valuable customers. In the long-term contact and cooperation with customers, enterprises keep learning and provide corresponding quality services according to different needs, so as to improve customer satisfaction.

3, improve the competitiveness of enterprises

Customer relationship management is a magic weapon to maximize enterprise value, enhance enterprise competitiveness and better establish a customer-centered business model. Driven by advanced technology and ideas, enterprises are gradually changing from traditional business model to advanced business model to better adapt to the rapid development of the information age and improve their competitiveness. The organic combination of customer relationship management and enterprise's own culture urges the enterprise as a whole to effectively carry out all aspects of business around customers.

4. Reduce service operation cost and improve enterprise income.

The implementation of CRM can greatly reduce the investment cost of automobile enterprises in developing new customers and maintaining old customers. According to incomplete statistics, the cost of acquiring new customers is more than five times that of maintaining old customers. Increasing the number of customers' purchases and maintaining the continuous purchases of old customers require enterprises to be more and more efficient in service, thus effectively reducing the service cost of enterprises; Make customers less sensitive to price; Maintaining old customers can also effectively attract new customers and stimulate potential customers to buy. Statistics show that customers' lifetime value can be increased by 35%-95% if they add 5 points, which is obviously an important method to improve capital utilization and reduce costs.

5. Develop potential customers and their value.

In the process of implementing customer relationship management, enterprises need various channels and methods to communicate and understand with consumers. In this process, it is required to effectively understand the needs of customers, actively help customers solve various problems, answer customers' doubts and solve problems one by one. Good advice to customers can be adopted, and the purpose of developing potential customers and tapping potential value can be achieved through the follow-up experience of old customers.

Third, improve the automotive industry CRM countermeasures and suggestions

1, update ideas

In fact, the implementation of customer relationship management system is an all-round reform and development of management mode and management level, which includes business process, corporate culture, staffing and structural reorganization of automobile enterprises. We must thoroughly implement the idea and concept of taking customers as the center. Only by truly taking customers as the center, putting customers at the center of the whole marketing process, and actively establishing, maintaining and developing customer relationships, can the market competitiveness of automobile enterprises be effectively improved.

2. Establish an information system

When implementing CRM system, automobile enterprises should make full use of all kinds of information systems, actively and effectively collect, sort out, integrate, mine and analyze customer information, enjoy all kinds of information, and apply it to all kinds of work of automobile sales management to play and apply the role of customer management.

3. Accelerate business innovation

Accelerate the progress and innovation of enterprise management concept, accelerate the continuous innovation and improvement of sales staff and management mechanism, and establish an effective mechanism for employees to be promoted, demoted and eliminated; Establish a salary system and bonus distribution structure to motivate employees. Make the salary be effectively distributed, and take profit as a tool and index for the long-term development and growth of an industry.

Under the background of increasingly fierce competition in the automobile industry, consumers are the foundation and prerequisite for the survival and development of enterprises. They choose satisfactory products according to their own needs or preferences, so enterprises must improve product quality and service to improve customer satisfaction, and at the same time establish a good relationship system with customers, making it an important means of enterprise competitiveness, so customer relationship management should be paid more attention to by more automobile enterprises. (Author: Anhui Vocational College of Industry and Commerce)

Fund Project: Anhui Humanities and Social Sciences Project 20 13? Research on Quality Evaluation and Promotion Strategy of Service-oriented Enterprises in Anhui Province Based on Excellent Performance Model? (SK20 13B07 1)

refer to

Wang Guangyu. Management method of accommodation-family relationship [M]. Tsinghua Humanities Publishing House, 2009, 24-27.

[2] Zhang Guofang. Development and application of CRM in automobile marketing enterprises [J]. Journal of Wuhan University of Technology, 2009 (3): 37-40

[3] Wu Haoli Mei Jie. Application of Customer Relationship Management in Automobile Enterprises [J]. Economics and Management, 2005(l 1)

[4] Wang Bingxue. Problems and Countermeasures of Customer Relationship Management in China [J]. Economist, 2005, (02)

Enterprise Customer Relationship Management Paper II

Exploration of Customer Relationship Management in Real Estate Enterprises

This paper expounds the important practical significance of strengthening customer relationship management in real estate enterprises. Satisfied and loyal customer relationship is an important support of enterprise brand. At the same time, it also points out the main problems existing in the existing customer relationship management of real estate enterprises and puts forward some constructive suggestions. Enterprise-level system and effective customer relationship management system are the foundation, and paying attention to customer contact points and handling customer complaints are the key control points of customer relationship management.

Keywords: real estate customer relationship brand

Real estate enterprises provide customers with not only a residence, but also a way of life, and service is the essence of the real estate industry. The traditional fireman-style customer service system of real estate enterprises will face more and more market challenges. More and more real estate enterprises realize the important value of customer relationship in building real estate brands, and pay more and more attention to customer relationship management. According to the research of western marketing experts and the experience of enterprises, The cost of winning new customers is five times that of retaining old customers, and the profit contributed by old customers is 16 times that of new customers. ? This is the essence of customer relationship management that is often said now.

First, the value of real estate customer relationship management

Customer relationship management refers to the establishment of a customer-centered business philosophy and the reorganization of related businesses and workflows by using information technology to achieve comprehensive and effective management of customer resources. It is not only a management mechanism to improve the relationship between enterprises and customers, but also a management mechanism of modern enterprise activities.

The essence of customer relationship management is to advocate consumer-oriented, attach great importance to customer service, emphasize two-way communication between enterprises and consumers, cultivate customer satisfaction and loyalty, thus establishing long-term and stable mutual relations and establishing brand advantages for enterprises in market competition.

The brand relationship established between consumers and developers is a kind of trust and satisfaction for consumers and a kind of value and reward for developers. Because once the brand relationship is formed, the brand will gain meaning, which not only represents the brand loyalty of customers, but also has commercial value. It is manifested in many aspects, such as actively recommending to relatives and friends, buying again, tolerating problems, actively exchanging experiences, and promoting product improvement.

Second, the main problems existing in the current customer relationship management

1. The separation of services of different entities and departments has caused a waste of resources.

Because there is no unified customer service center, customers often have to negotiate many times to find a department suitable for answering questions. The information of each department is low, communication is not smooth, and the reply results are not uniform, which wastes resources and reduces the service effect.

2. Existing customer resources have not been effectively utilized.

Enterprises have accumulated a lot of customer data, but due to the lack of analysis and classification of their potential needs, the customer resource pool is not enjoyed, and the utilization rate is low, resulting in resource waste.

3. Improper handling of customer complaints.

At present, most domestic real estate development enterprises have such problems. The quality of the staff in customer service department is not high. Most people have doubts about customer complaints and often think? Are complaining customers bad customers? 、? Complaining is about getting something. . Customer complaints are often not reflected to the company's top management, the company has not improved, and the complaints have not been used for feedback on design planning, marketing and enterprise operation, thus finding problems. Because of the lack of feedback system, marketers don't know the dissatisfaction of customers, and continue to sell the company's products to dissatisfied customers, which makes customers more angry.

Third, suggestions on strengthening customer relationship management

1. Provide institutional guarantee for customer relationship management.

Pay attention to customer relationship management and service, put it in the same important position as product development, sales and property management, form an enterprise-level system and a unified service concept, so as to integrate scattered service resources. The customer-oriented concept will be implemented in the whole process of real estate development, planning, sales and service.

Take the customer as the center and improve the customer service system. Establish a perfect customer relationship management system within the enterprise, with consistent service standards, service slogans and promised service levels, and form a customer-oriented service operation chain relying on the customer service department. All employees serve customers wholeheartedly in different positions, thus forming a brand corporate culture with service as the core within the enterprise. Establishing a real estate customer database, making effective use of the stored data, studying customers, developing customers, symmetrical information and communicating with customers in time can effectively retain customers and win their trust and support.

Customer service is an upgraded service based on enterprise promotion, sales, after-sales and property management. Generally, a perfect real estate customer service system should include customer data management and analysis system, customer service processing system, customer profitability evaluation system, customer satisfaction monitoring and feedback system, customer management and coordination control system, etc. Through the cooperation of the five systems, it can provide customers with the greatest convenience.

2. Pay attention to customer contact points

To strengthen customer relationship management, we should pay attention to customer contact points in product value chain. The characteristics of real estate field manufacturing and expected sales make its customer contact point more important. Real estate customers experience the brand of real estate enterprises through the identification of the construction site, on-site enclosure, customer visit channels, entrances and exits, sales offices, model houses and so on. These customer contact points are not only places that customers can reach visually, but also places where they interact with customers. Who is dealing with customers directly, who is receiving customers, who is interacting with customers and so on. These are the key links to the success of our customer relationship management.

? Grassroots work is the key to satisfaction. ? The communication channel that the owner is most accustomed to and best used is at the customer contact point, at the front line and at the grassroots level. Therefore, it is urgent to improve the customer relationship management awareness and service skills of employees who have direct contact with customers. As a real estate enterprise, the first customers we contacted were visiting customers, including telephone visiting customers and on-site visiting customers. These customers are generally very casual, very casual. What should our front-line salespeople do? Catch it? They will infect them with our corporate culture, make them interested in the enterprise, and then turn them into customers interested in our products. This is a key step in the sales process, and then we will continue to follow up and persuade them to turn interested customers into customers and produce specific buying behaviors. After the customer completes the purchase, does it mean the end of the customer relationship? The answer is no, because old customers often bring many new customers. At the beginning, the target customers and our enterprise were infinitely far away. Through the unremitting efforts of sales staff, the visiting customers will be transformed into intentional customers, and the intentional customers will be transformed into transaction customers, and the infinite distance will be turned into zero distance. Then, through the service and care for customers, we can keep a zero distance with customers for a longer time. In other words, we can turn customers into loyal customers, so that the relationship between loyal customers and enterprises can be repeated and repeated, bringing value to customers.

3. Pay attention to the handling of customer complaints.

In the whole process of buying a house, it is inevitable to encounter some minor frictions or accidents, causing customer complaints. Real estate enterprises should pay attention to complaining customers, and the wrong handling of complaining customers will bring intangible losses to enterprises and even lead to brand crisis. Paying attention to customer complaints can promote the improvement of enterprise products and services and realize the benign interaction with customers.

Dealing with customer complaints should be managed by the customer service department, and there are some fixed methods to follow when dealing with them. For example, create a constructive conversation atmosphere; Listen carefully to the needs of customers; Reduce unreasonable expectations; Propose alternatives and so on. But more importantly, it is necessary to make the staff who solve complaints realize that customers are their parents, so they should put themselves in their shoes and understand their requirements. Know how satisfied they can be. In addition, the cooperation between the customer service staff and other staff should also be in place, and the customer service should be cautious in its commitment to customers, but once the commitment is made, it must be realized.

For customer complaints, the best way is to reply immediately. Take Vanke as an example. Vanke originally thought: For complaints received outside working hours, the feedback time should be explained to the customer, and the complaints should be submitted to the customer service center within 1 hour after working hours, and the first person in charge of the relevant department will arrange for handling. ? Later it was changed to:? Customers care about solving problems as soon as possible, so why wait until working hours to deal with them? When customers are worried, we are resting quietly. How does this reflect the customer-centric concept? . ?

Archive and subdivide customer complaints, so that all departments and links can enjoy these customer complaint information. If complaints are received, they should be divided into complaints, consultations or suggestions. On this basis, it can be subdivided into design planning, engineering quality, sales commitment and service process. In this way, we can give the corresponding incentive and sharing mechanism to the customer's consultation and loyal customer's suggestion, so as to make full use of it. Customers' favorable comments can also be fully utilized. Only after subdivision can we deal with customer complaints in a targeted manner and help enterprises establish their own work priorities.

With the development of the real estate industry, the market competition will become more and more fierce. As one of the most valuable resources of enterprises, customers will be paid more and more attention by real estate enterprises. Establishing an effective customer relationship management system, cultivating customer satisfaction and loyalty, and thus establishing a long-term and stable relationship will be the direction of real estate enterprises.

Enterprise customer relationship management paper 3

Analysis on strengthening customer relationship management in power supply enterprises

Through customer relationship management, power supply enterprises can not only meet the daily electricity demand of power customers, but also provide customers with personalized and differentiated services, improve customer value and customer satisfaction, maintain and attract more customers, and finally realize the "win-win" of social benefits and enterprise interests.

Keywords: customer relationship management; Power supply enterprises; service

Implementing customer relationship management in power supply enterprises is an important means to improve the economic and social benefits of power supply enterprises. In view of the problems existing in the current marketing service, this paper puts forward some concrete suggestions for power supply enterprises to implement customer relationship management from different angles, and strives to improve the quality of power supply service.

First, the problems in power supply marketing services

1, weak market awareness and weak competition awareness. The ideological concept of employees in power supply enterprises has not changed from the old mode of power management to the mode of marketing, and the concepts of big market and big marketing are still very vague. We must highly realize that power marketing is the core business of power enterprises, and the production and operation activities of power enterprises must obey and serve the needs of marketing, complete the transformation from production management to marketing, and turn to the track of market demand-oriented and benefit-centered. Actively study and explore the market and establish a strong sense of competition.

2. Society doesn't realize that electricity is a commodity. Electricity is a commodity, so you must pay for it, and stealing electricity must be dealt with according to law. This popular truth is not unknown to users, but the awareness that electricity is a commodity is not strong. After owing money and stealing electricity, he was eloquent and indifferent. How to manage and manage their own goods is a hot topic that workers in power supply enterprises must think about.

3. The behavior of power supply service needs to be standardized. A few power supply enterprises still have the phenomenon of "three decisions" in design, construction and power supply. There is no uniform provision for the charging standard of paid services, which is arbitrary. Some power supply enterprises have low fulfillment rate of service commitments, the planned power outage notice is not timely and in place, the power outage plan is not strictly implemented, and the fault repair overtime is serious, which affects the service image of power supply enterprises.

4. The content and form of power supply service need to be deepened. Smiling service and active service are the common requirements of customers for power service. Due to the ignorance of the current electricity consumption policy and the limitation of our own professional knowledge, the potential of electric science has not been fully tapped. Power supply enterprises lack more detailed and professional in-depth communication with customers in customer service, and there are not many characteristic marketing services and personalized services, and the content and form of services need to be deepened.

5. The application of customer service information needs to be strengthened. Generally, setting CRM as a module in the power marketing system is not a "rigid" job in the eyes of some employees of power supply enterprises, because it is "shelved" and rarely used; The accuracy and completeness of the customer's business files and basic data do not meet the requirements of 100%, and the relevant materials cannot enjoy * * *; Some functions of the customer relationship management information platform are not humanized enough, which also affects its overall function.

Second, customer relationship management methods

1 Establish the concept of all-staff marketing

In fact, we have changed from a closed state of "I am the only one" and "the emperor's daughter is not worried about getting married" to a new realm of "service first" and "customer first". Establish a customer-centered marketing awareness and establish a new business model with the goal of improving the market competitiveness of enterprises. To strengthen the concept of all-staff marketing, every employee should be responsible for the social image and future of the enterprise. The work of planning, infrastructure, production, dispatching, finance, human resources, science and technology and other departments of power supply enterprises should be market-oriented, with power marketing as the core, and establish the concept of "big marketing and big service", with everything subordinate to marketing and everything serving marketing.

2 accurate implementation of customer classification

Different customers' demand for electricity varies greatly. When power supply enterprises formulate marketing strategies, they must first segment the market. Power supply enterprises should group customers according to the characteristics and requirements of power marketing business and customer attributes (such as industry category, voltage level, electricity price category, meter reading section, etc.). ), electricity consumption behavior (such as electricity consumption and electricity charges, default electricity stealing, load, etc.). ), as well as the demand for electricity, thus generating a customer base. VIP users in the power market are also called the most valuable customers, which is the result of subdividing the power customer market according to their power consumption level, social status and development potential.

3. Establish a customer evaluation system

Customer evaluation is based on customer classification and information management. The information about customers is very extensive, including the financial status, operating status, competitive position, future development trend, economic environment and other aspects of the appraised object. The core of the customer evaluation system of power supply enterprises is to establish an evaluation index system, which mainly includes useful electricity, electricity demand characteristics, profits and profit contribution rate, customer payment, electricity supply contract execution, electricity metering, electricity price execution, electricity assistance and so on. Customer evaluation system should be the unity of economic indicators and social benefit indicators, which is determined by the special market nature of power enterprises.

By establishing a customer evaluation system, on the one hand, power supply enterprises can find and retain customers with high profit contribution from the analysis of customer profit contribution, establish a VIP customer list and provide special services; On the other hand, we can carry out customer credit evaluation, determine the payment method of customer's electricity fee according to the credit rating information, and establish a list of customers who are untrustworthy and inferior to prevent enterprise risks.

4 establish and improve the customer relationship management information platform

Information technology is the technical support of customer relationship management. A complete customer relationship management system should include customer interaction management, workflow management, customer support and decision management, and customer information management, and realize system integration. Customer interaction management emphasizes the contact management and channel management between power supply enterprises and customers, understands the customer's identity through the system, records the transactions with customers, and effectively provides customers with information such as power supply and demand, price and marketing policies. Workflow management requires improving the marketing business process, and making the internal operation of power supply enterprises more efficient through the automatic connection and feedback of upper and lower business links. Customer support and decision-making management is to help power customers implement decision-making management of their own enterprises and provide customers with services that never leave home. Customer information management is to establish customer files, mine customer data information, and provide quantitative and qualitative auxiliary support for power supply enterprises to quickly respond to market demand and clarify marketing priorities in the next stage through the integration of information resources.

5. Cultivate and improve customer value

Power supply enterprises create value for customers, that is, according to customer needs, reduce customer costs and provide quality services to customers. Power supply enterprises should provide technical advice and policy suggestions to customers from the perspective of synchronous development with customers, and eliminate the cost caused by information asymmetry. The specific contents include: (1) When customers apply for business expansion, provide a more reasonable power supply scheme from a professional, technical and economic perspective. (2) Provide customers with safe and reasonable electricity consultation, such as three-phase load balance, peak shifting and valley filling, energy saving potential and other services. (3) Assist customers in power consumption analysis. Power load management system is used to provide customers with reactive power analysis, so as to improve production efficiency.

6. Enrich measures to improve service quality

Actively promote the customer manager system, the first inquiry responsibility system, one-stop service, extended service and other ways to better improve the relationship between power supply enterprises and customers.

Actively carry out active services. According to the results of customer segmentation, VIP identification and important customer identification, power supply enterprises analyze the characteristics and needs of different customer groups and formulate active service strategies. Services to customers mainly include: due business notice; Payment reminder; Safe use of electricity and energy-saving guidance services; Timely notification service for power failure; Green channel service (giving priority to power business and supervising it); Regular access to services; Power outage consulting service for important customers; VIP customers' internal accident emergency maintenance, regular inspection and maintenance fee concessions; Special power safety requirements; Personalized billing service: You can flexibly customize the content, time and method of billing, and notify by mail, fax, letter, telephone and SMS.