江西省电力设计院的客户关系管理分析

1、江西省电力设计院的客户关系管理分析 摘 要随着市场经济的发展,客户需求日益个性化,市场竞争日益激烈,客户关系管理的经营理念不断渗透到企业战略筹划、资源计划、人力开发、以及内外环境的研究与运作中,企业的信息化程度、办公自动化程度、管理水平的提高,都为客户关系管理提供了基础,使先进企业的管理重点从以产品为中心向以客户为中心转移,客户关系管理成为今天企业形成竞争优势的核心价值。客户管理研究是当前市场营销领域中的热门话题,如何有效地运营客户这项资产,对它进行开发、维护、运用,并使其增值,对企业有积极的作用。 本文以江西省电力设计院为背景,强调客户关系管理的重要性,并运用客户关系管理理论,探讨并提出具体

2、的实施建议和解决方案,帮助江西省电力设计院最大限度地开发、获得和保留客户,最后能真正以客户为中心,达到提高客户满意度和提高经济效益的双赢局面,在激烈的市场竞争中稳步前进。本文在第一章导论中,从客户关系管理的研究背景、意义、内容及本文贡献入手,使读者清晰地了解本论文的研究思路;第二章着重阐述了客户关系管理理论的基本内容、形成与发展,简单介绍了客户关系管理软件系统,是本文的理论基础;第三章介绍了国内外企业客户关系管理现状,并针对江西省电力设计院这一特定企业,分析其面临的形势,目前客户关系管理的现状,以及客户关系管理过程中存在的问题,为以后各章节的论述做好铺垫;紧接着在第四章通过分析上海工程化学设计

3、院的成功经验,围绕江西省电力设计院客户关系管理方案,提出相应的实施建议,企业不但要有一个完善的客户关系管理方案,更要有实施这一方案的平台,主要从企业内部着手,重塑企业客户服务理念,健全客户管理机构,调整企业内部动作机制,配备良好的客户管理队伍;第五章提出解决江西省电力设计院现存问题的方案,从收集客户信息,识别和选择客户等方面论述,力求以客户为中心,提高客户满意度和忠诚度;第六章结论部分,重申客户关系管理的重要性,提出客户关系管理系统只是聚焦客户的有力工具,企业应善加利用。关键词:市场营销 客户关系管理 客户服务 客户价值 客户忠诚度 1 abstractalong with developin

4、g of marketing economic, due to diversification of market, individuation of demand of custom, impetuous competition, enterprises will operate with stratagy, erp, human resource management, customer relationships managementby the informing, oa of enterprise, it provides product foundation for custome

5、r relationships management, and the center of company will transform from to customhow to make use of custom resource becomes the hotthe thesis bases on the institute of electric designing in jiangxi province, emphasizes the importance of customer relationships management, discusses and then brings

6、forward material suggestions and solutions, so that it can help the institute of electric designing in jiangxi province to develop, gain and keep stay its customers imally. at last this institute can center around with customers, reach the complexion of improving customer satisfaction and economic b

7、enefits, move on in the marketing competition steadily. first, it starts with background, purport, content of customer relationships management makes sure the path of research. second, it introduces the basic content of customer relationships management and its formation and developmentit is the the

8、ory basis of this thesis. third, it introduces the customer relationships managements current situation at home and abroad. then basing on the institute of electric designing in jiangxi provincial, analyses the actuality, existing problem of application of customer relationships management. fourth,

9、learning by analysis sceis successful experience, it provides the flat for implementing scheme, include improving satisfaction and faithfulness of custom, building organization, adjusting internal operation mechanism and troop of customer relationships management. fifth, it puts forward scheme for i

10、mproving customer relationships management of enterprise. the final part of conclusion reaffirms the importance of crm, proposes that crm is a very powerful tool to focus customers, so all the corporations should make use of itmeanwhile in this chapter, it emphasizes the primary coverage of crm, and

11、 then achieves the position of increasing customer satisfaction and economic benefitskey words: marketing, customer relationships management, customer service,customer value,customer faithfulness2 目 录1.引言?1 1.1 研究背景?1 1.2 研究意义?2 1.3 文献综述?3 1.4 研究内容及框架?5 1.5 本文期望成果?5 2.客户关系管理综述 ?6 2.1 客户关系管理理论的形成 ?6

12、2.1.1 客户关系管理产生背景 ?6 2.1.2 客户关系管理发展阶段 ?7 2.2 客户关系管理定义及内容 ?8 2.2.1 客户与客户关系管理定义?8 2.2.2 客户关系管理目的和内容?8 2.3 客户关系管理软件系统?11 2.3.1 crm软件系统一般模型? 12 2.3.2 crm软件系统组成 ? 13 2.3.3 crm软件系统作用 ? 14 3.江西省电力设计院客户关系管理现状及问题? 16 3.1 客户关系管理应用状况? 16 3.1.1 全球客户关系管理应用状况? 16 3.1.2 国内企业客户关系管理应用状况? 16 3.2 江西省电力设计院营销状况 ? 18 3.2.

13、1 营销机构状况? 18 3.2.2 营销队伍状况? 18 3.2.3 客户管理现状? 19 3.3 江西省电力设计院客户管理存在问题? 19 3.3.1 缺乏“为客户创造价值”的企业经营理念? 20 3.3.2 企业营销组织机构没有以客户为核心 ? 20 3.3.3 欠缺信息化客户管理系统? 20 3.3.4 忽视了除设计服务以外其他能够增加客户价值的服务 ? 21 3.3.5 企业客户管理人员综合素质较低? 22i 4.江西省电力设计院客户关系管理方案实施建议 ? 23 4.1 上海工程化学设计院客户关系管理的先进案例? 23 4.1.1 上海工程化学设计院简介? 23 4.1.2 上海工

14、程化学设计院的客户关系管理 ? 23 4.2 加强客户服务理念? 25 4.2.1 从客户利益出发切实贯彻客户服务理念 ? 25 4.2.2 建立客户导向的经营组织? 25 4.3 健全客户管理机构? 26 4.3.1 健全客户管理机构原则 ? 26 4.3.2 客户管理机构职能? 26 4.3.3 客户管理机构的改进? 26 4.4 调整企业内部动作机制? 27 4.4.1 重组公司业务流程,加强部门之间的协调? 27 4.4.2 重视客户资产经营,提高信息化管理水平? 27 4.4.3 完善营销网络体系? 28 4.4.4 健全质量保证体系? 28 4.5 配备良好的客户管理队伍 ? 29

15、 4.5.1 客户管理队伍应具备的素质? 29 4.5.2 加强客户管理人员培训 ? 29 5.江西省电力设计院客户关系管理方案设计? 30 5.1 制定客户关系管理方案? 30 5.1.1 确定实施客户关系管理方案目标? 30 5.1.2 客户关系管理方案内容 ? 31 5.2 收集客户信息? 32 5.2.1 客户信息内容? 32 5.2.2 收集客户信息方式? 32 5.2.3 客户信息管理? 33 5.3 识别并选择客户? 33 5.3.1 客户价值模型? 33 5.3.2 选择客户 ?334 5.4 发展长期稳定的客户关系 ? 34 5.4.1 发展客户关系途径? 34 5.4.2

16、重点发展与大客户的关系? 35 5.4.3 维系老客户? 35ii 5.5 培养忠诚客户? 36 5.5.1 客户价值链? 36 5.5.2 培养忠诚客户的途径? 37 5.5.3 客户跟踪 ? 38 5.6 建立客户关系管理系统? 38 5.6.1 江西省电力设计院 crm系统要求 ? 38 5.6.2 江西省电力设计院 crm系统组成 ? 39 5.6.3 建立呼救中心? 40 5.6.4 建立和更新客户数据库 ? 41 6.结论? 43 参考文献? 45 后记 ? 47iii contents1. introduction?1 1.1 study background ?1 1.2 st

17、udy significance?2 1.3 literature review?3 1.4 contents and framework ?5 1.5 expecting achievement ?5 2. overview of customer relationship management crm theory?6 2.1 formation of crm?6 2.1.1 background of crm ?62.1.2 evolution of crm?7 2.2 definition and contents of crm?82.2.1 definition of crm ?82

18、.2.2 the purpose and contents of crm?8 2.3 the crm software system?112.3.1 general model of crm software system ? 122.3.2 components of crm software system? 132.3.3 functions of crm software system? 14 3. current situation and existing problems of crm in jiangxi electric power design institute? 16 3

19、.1 application of crm? 163.1.1 the application of crm around the world? 16 3.1.2 application of crm in china? 16 3.2 marketing in jiangxi electric power design institute jxepdi? 183.2.1 marketing agency? 183.2.2 marketing team ? 193.2.3 current status of crm? 19 3.3 existing problems in crm in jxepd

20、i? 193.3.1 lack of bussiness videa of “creating valuve for customers ”? 203.3.2 marketing agency failed to focus on customer? 203.3.3 lack of software-based crm system ? 203.3.4 ignorance of other services besides design service? 213.3.5 the crm staff is under qualified? 22iv 4. suggestions for crm

21、in jxepdi ? 23 4.1 the case of crm in shanghaichem engineering incorporation(scei) ? 234.1.1 introduction of scei ? 234.1.2 crm in scei? 23 4.2 enhancing the value of customer-service carrying? 25 4.2.1 implementing the value of customer-service on behalf ofcustomers interests ? 254.2.2 establishing

22、 customer-oriental management? 25 4.3 regularing crm agency? 264.3.1 regularing principles of crm agency? 264.3.2 functions of crm agency? 26 4.3.3 improvement of crm agency? 26 4.4 adjusting internal operation mechanism in jxepdi? 274.4.1 restructuring the bussiness process,strenthening coordination between departments? 274.4.2 attachingimportance to resource management, improve software-based management ? 274.4.3 completing the marketing network system? 284.4.4 perfecting quality assurance system? 28 4.5 qualified crm team to be prepare