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The Research of CRM System Planning and Practice for D Company

Author: HuYa
Tutor: XuBoYi
School: Shanghai Jiaotong University
Course: Business Administration
Keywords: Customer Relationship Management (CRM) Information systems System Assessment System Planning System Implementation
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 121
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Abstract


With the development of economic globalization, China’s accession to theWTO and opening its markets and participating in the world economy, newcompetitors and opportunities are emerging. Chinese small and medium-sizedenterprises are facing unprecedented challenges. Many small and medium-sizedenterprises in the fierce market competition recognize that wining customers’ is themost effective way to win the market.From Gartner Group in1999presented the concept of Customer RelationshipManagement (CRM), CRM systems is using more and more generally in the world.Chinese companies is upgrading from product-centric to customer-centric. SoCRM is also becoming popular in China. However, CRM as a technology mixingwith modern management concepts and advanced IT technologies together is notdeveloping smoothly in China. After the use of CRM, the company’s actualincome is much lower than expected. At present, there are many theoreticalresearch and work about CRM in large enterprises. However, the understanding ofthe CRM system for small and medium-sized enterprises is still inadequate.Compared with large enterprises, small and medium-sized enterprises is verydifference about company size, financial strength or organizational structure.Therefore, there are many things worth to discuss for small and medium-sizedenterprises. In view of this, the thesis first analyzes and summarizes the research of CRM. Then, D company, as a typical case of CRM, is described the planning,designing and implementation of D company CRM system. The paper alsoanalyzes its strengths and weaknesses, as well as the success and the key factors.Finally the paper points some of the practical methods about small and medium-sized enterprises’ CRM system.In CRM planning stage, the thesis analyses D company assessment methodcombined with “Information Technology Assessment” method and the “CustomerUnderstanding Ability Assessment” method. This is a good way to judge CRMsystem, understand its status quo, and provide strategic planning method.Subsequently, the thesis compares the above assessment methods and otherassessment methods in other references. Based this method, small and medium-sized enterprises can be more comprehensive to set strategic objectives,development stage and find a practical definite way. Meanwhile, this paper alsodiscusses how to select partners and choose the information systemimplementation technology.In CRM design phase, D company adopted the designing way based on theCustomer Understanding Ability. It’s helpful to enhance effective access toimprove Customer data Quality and Customer Contact Quality. There are threequantifiable design models to reference including Customer Unified View model、Customer Segmentation variable model and Customer Lifetime Value Tree model.Meanwhile, D company CRM system is pointed out the lake of gaining customerdata ability and touching customer ability. And its future avenues to explore isbeen specified.In CRM implementation phase, according to the standard of informationtechnology assessment, the paper summarizes the key elements of a successfulCRM implementation, including change management, process management, project management, and information technology. It both analyses D company’soperation in these aspects. D company did not have thoroughly organizationalchange, which leads to the incompatibility to CRM system. It builds the marketingprocess management. But because of the incompatibility of organizations withCRM, it makes the CRM closed-loop management is not thorough enough.D company introduced a project management methodology, and helps toimprove implementation’s efficiency and economy. D company chose ITtechnology by technology’s practical applicability but not the advancement.Finally, the thesis based on the core ideas that CRM is a management and ITtechnology integration, using combining research methods including theory casestudies and author’s own work experience, summarized a series tools about CRMfor small and medium-sized enterprises and provides a useful reference and somenew ideas for applied research in the CRM.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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