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Study on Customer Relationship Management in Power Plant of 6th Aerospace Institute

Author: JuJianHui
Tutor: LinSheng；YinYaoGuang
School: Tianjin University
Course: Public Administration
Keywords: Service-Oriented Enterprise Power Plant of 6th Aerospace Institute Customer Relationship Management (CRM) Customer Service
CLC: F426.5
Type: Master's thesis
Year: 2009
Downloads: 42
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Abstract


As a sunrise industry, service-oriented enterprise plays more and more important part in people’s life and work. With the continuously improvement of working and living environment, people are increasingly diverse needs of service-oriented enterprises. At the same time, the fierce market competition forces the service-oriented enterprises to constantly improve its services, to change the traditional business concept and the management pattern, to increase the customers’loyalty and satisfaction, thus to survive and develop the enterprises in the fierce competition.Taking Power Plant of 6th Aerospace Institute, a typical service-oriented enterprise, as an example, this paper analyzed the present situation, existing problems and their causes in the enterprise management by using of Customer Relationship Management (CRM) theory. The scheme for implementing CRM in the plant was proposed and a performance evaluating model was established. The main points of the paper are as follows:1. The related basic theories were briefly introduced such as Customer Relationship Management, Enterprise Value Chains, Process Rebuilding, Customer Satisfaction and Customer Loyalty, etc..;2. The main business processes in the Power Plant were summarized and a systematic analysis was carried out for the status, existing problems and their causes in the point view of CRM. The necessity for implementing CRM and attended affairs were pointed out.3. The customer relationship strategy was developed for the power plant and the scheme for implementing CRM was proposed. A procedure for establishing CRM system in the plant was planned as well.4. The difficult points and the principle to determine the indicators were summarized for performance evaluation of CRM. A performance evaluation model was disigned by using the theory of Balanced Score Card.Implementing CRM in service-oriented enterprises can achieve better effects in customer-centred service, continuously improving service quality, realizing the customers’value while achieving maximum profit for the enterprise and establishing good customer relationships. As a result, the core competitiveness of the enterprises can be enhanced a lot. For the Power Plant of 6th Aerospace Institute, which just begins its market operation, to establish a scientific CRM system would have positive meaning in upgrading the core position of the customers, improving the customers’loyalty and satisfaction, establishing humanized and faith management philosophy and developing the service business in 6th Aerospace Institute.

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