B. The role of the customer relationship management
Customer information management, marketing
management, sales management, and service management
and customer care are the four main functions of CRM,
concrete can be summarized as the following aspects: (1)
improve marketing effectiveness: CRM marketing module
enterprises through planning, executing, monitoring and
analyzing marketing activities. Calls outside the enterprise,
telecom, media, intermediary institutions, government
departments and other resources associated with the
customer. (2) provide decision support for the production of
research and development: CRM’s success lies in the data
warehouse and data mining. (3) provide decision support for
finance strategy : Through the enterprise CRM system
inspection and correction, enterprises give the feedback of
different financial policy decisions to different customers,
corporate sales staff can accordingly be concluded in early negotiations with customers, contract, loan recovery process
to take appropriate and reasonable countermeasures. (4)
provide the basis for the timely adjustment of the internal
management: enterprise CRM system is an important part of
the whole enterprise internal management system, enterprise
could inspect the science and rationality of companies’
internal management system through the CRM system’s
feedback, in order to adjust the internal management policies
and systems. (5) optimize business processes: successful
implementation of CRM must redesign business processes,
make more rationalization in order to more effectively
manage customer relationships, thereby reducing the cost of
doing business.