With the rapid development of science and technology, the differences between products are getting smaller and smaller, and the importance of customers to the development of enterprises is becoming increasingly prominent. Customer resources are important resources of enterprises. Whether an enterprise can survive depends on whether customers buy the products or services of the enterprise. Establishing stable and good customer relationship is the key to ensure the survival and development of enterprises. In order to make enterprises improve customer satisfaction, so as to retain and attract more customers, this paper explains the connotation of customer relationship management, analyzes the importance of implementing customer relationship management, and expounds how enterprises implement customer relationship management and the obstacles that may be encountered in implementing customer relationship management. 2/kloc-since the beginning of the 20th century, with the acceleration of global economic integration and the intensification of competition, enterprises have gradually changed from the traditional management mode centered on products and scale to the intensive management mode centered on customers, guided by services and realizing customer value. Good customer relationship is the key factor for enterprises to achieve good development and win in the competition. Customer relationship management is the key for enterprises to obtain good customer relationship.
I. Overview of Customer Relationship Management 1 The meaning of Customer Relationship Management is a customer-centered business strategy, which uses advanced modern communication technology to reorganize business processes and enhance the customer retention ability and customer cognition ability of enterprises. Finally, the goal of maximizing customer income is achieved. CRM is a new management system aimed at improving the relationship between enterprises and customers. It is to use information technology to understand and influence customers' buying behavior through effective communication. CRM is not only a good software product, but also an advanced management concept and method. With the help of CRM, enterprises can not only better understand customers, serve customers, and constantly improve customer satisfaction, but also expand market channels, reduce business costs, and finally achieve a win-win situation for enterprises and customers. 2 Composition of Customer Relationship Management System The customer relationship management system consists of customer information database management system, including contact activities, business functions and databases. The contact activities of CRM system can support customers to communicate with enterprises in various ways, such as call center, email, mobile sales, fax and other communication channels. Enterprises must ensure the integrity, accuracy and consistency of information from different channels, so that customers can communicate with enterprises conveniently and timely. The business function modules of CRM system mainly include sales management subsystem, marketing management subsystem, service management subsystem, field service management subsystem and call center management. Database customer information database management system is the basis of business activities of various departments of enterprises. It can reflect customer, sales and market information in a comprehensive, detailed and accurate way, and can help enterprises effectively segment the market and improve customer satisfaction, thus improving efficiency and reducing costs. 3 The role of customer management in enterprise marketing management (1) is conducive to the enjoyment of information resources and the reduction of enterprise costs. CRM is a working platform that enables all departments of an enterprise to enjoy and automate information resources. It can coordinate and improve the original workflow and reduce operating costs. At the same time, the management and mining of customer information by CRM database can realize effective communication between enterprises and customers, help product sales and predict future trends, reduce marketing costs and improve sales success rate. (2) It is beneficial to improve customer loyalty and win more customers. Through communication with customers, we can learn more about customers' personal information, such as name, age, income, personal preferences and living habits, and provide personalized services according to customers' different characteristics and needs, so as to truly take customers as the center. Improve customer loyalty, so as to attract and retain more customers. (3) It is beneficial to the change of enterprise organization. In order to adapt to the development trend of enterprise informatization, the internal reorganization of enterprises is required, and the enterprise organization is increasingly flat. To successfully implement CRM, it is necessary to closely combine information technology with enterprise management, so as to improve the profits and enhance the competitive advantage of enterprises.
Second, the necessity of implementing customer relationship management in enterprise marketing management 1 the need to improve the competitiveness of enterprises With the fierce market competition, the differentiation of goods is getting smaller and smaller, and the competition between enterprises is transformed into the competition of service quality, which requires enterprises to provide more perfect and high-quality services to meet customer requirements. Customer relationship management system provides more complete customer information and provides a basis for improving the service quality of enterprises. 2 to meet the needs of the change of marketing concept In order to adapt to the development of social economy, the marketing concept has changed from the traditional product-oriented to the customer-oriented, which requires enterprises to fully understand customers, respond to customers' needs quickly, and provide customers with valuable products and services. Customer relationship management provides an effective and fast communication platform for enterprises.
Third, how to implement customer relationship management in enterprises Since 1997, CRM has developed rapidly at home and abroad. The successful implementation of CRM requires the joint efforts of managers, salespeople and technicians. The following seven steps are the key for enterprises to successfully implement CRM. 1 Establish a clear business plan. Before considering the implementation of CRM, the enterprise should determine the profit target, required funds, communication methods, training plan, etc. And pay attention to the benefits brought by the project to the enterprise. 2 Establishing an effective CRM project management team The successful implementation of CRM requires an effective project management team, which should include the following categories of personnel: project leader, implementation sponsor, sales representative, market representative, customer service representative, CRM software supplier and system implementation representative. In addition, we should also pay attention to the stability of project members, and the flow of personnel will have an adverse impact on project implementation. 3 Evaluation of sales and service process Before evaluating the feasibility of a CRM scheme, enterprises should make detailed planning and analysis of their own business processes, and carefully understand and study a series of problems for employees and managers of sales, marketing and customer service in order to establish the best scheme. It should be noted that CRM focuses on management process and customer status. Because the sales process determines the sales results, and the analysis of customer status can not only increase the initiative of sales, but also improve customer satisfaction. 4 Clarify the actual goal From the perspective of sales and service personnel, understand its required functions and let users find useful and desirable functions. As far as sales are concerned, there are two user groups in the enterprise: sales managers and salespeople. Among them, the sales manager is interested in market forecast, sales channel management and sales report submission; What salespeople want is customer information, accurate sales and product catalogue. 5 Choose a supplier. The supplier you choose should have a full understanding of the problems to be solved by the enterprise. It is best to entrust a complex CRM scheme to a consulting service provider with rich experience in CRM industry to help you choose a reliable supplier with strong technical support ability, convenient communication and positive response to your needs and requirements. 6 Implementation of CRM system Because time is very important for project implementation, enterprises should deploy the most important functions according to users' needs, and then add new functions in stages, so as to get the maximum benefits in the shortest time. The evaluation of the system evaluates the effectiveness of CRM according to the function it wants to achieve, that is, it evaluates the degree to which CRM solves the existing problems of enterprises, compares it with the established success standards, finds out the gap, and analyzes the reasons, so as to continuously supplement and improve the CRM system and make it better serve the enterprises.
Four. Obstacles that enterprises may encounter in implementing customer relationship management 1 financial problems. Implementing CRM requires a lot of material resources and manpower, such as system maintenance, technology introduction and personnel training. Therefore, enterprises should carry out feasibility analysis before implementing the project, and do not blindly implement it. 2 it is difficult to collect customer data. CRM needs detailed personal data of customers, such as family information, income, age and other issues involving personal privacy, which is difficult for enterprises to collect. 3 The resistance of the sales staff in the company to change the business process of the enterprise requires the sales staff to change their previous work habits and share the customer information, related product information and other resources with everyone, which is also a great challenge for the enterprise. In short, the successful implementation of a set of software is often accompanied by changes in management methods and business processes, which require the joint efforts of enterprise leaders and employees. CRM brings enterprises not only a new management system, but also an advanced management concept and method, which pushes enterprises into a brand-new marketing era.
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