摘要:客户关系管理是借助先进的信息技术和管理思想，通过对企业业务流程的重组来整合客户信息资源，并在企业的内部实现客户信息和资源的共享和智能化分析，使企业有能力在海量的信息中分析客户价值、把握核心客户、认识个体差异，从而有利于为客户提供一对一的个性化服务、挖掘客户潜力、提高客户满意度、增加客户忠诚、保持和吸引更多的客户，最终实现企业利润的最大化。实施CRM系统可以收到以下效益：有效管理客户资源、提高竞争力、改善服务、提高效率、降低成本、提高客户满意度和忠诚度、提高客户终身价值。
论文在介绍客户关系管理理论的基础上，简要介绍了AB公司目前的CRM管理现状，并以该理论为基础，结合AB公司的客户数据档案、客户满意度、客户抱怨以及客户信用额度等方面的具体实践，总结该公司CRM管理中存在的相关问题，并通过对CRM体系的进一步研究，借助CRM所蕴含的先进企业管理理论，提出了解决AB公司现行客户关系管理中存在问题的具体应对措施及对策。
笔者希望通过这些方法能够有助于提高AB公司的客户管理水平和客户满意度，进一步稳固该公司在整个粮油行业的综合竞争能力。由于CRM在国内应用刚刚开始不久，本人也希望通过此次研究，为客户关系管理在国内粮油销售业提出可供参考的案例，并有助于促进我国粮油行业的高质量、高层次、高水平的发展。
关键词 客户关系管理 改善 客户满意 客户抱怨 客户信用
Abstract:Customer Relationship Management , with the help of advanced information technology and management theory , reengineers the business process to combine customer information resources,share customer information and resources mutually and analyze them intelligentiedly inside the business. It enables the business in a sea of information to analyze customer values, hold tight to the core customer “one-to-one” style service dig up the customer potentiality ,better satisfying the customer, keep and attract more customers, ultimately to maximize the business profit.
Carrying out CRM can be rewarding and beneficial as following: (1) manage customer resources effectively (2)enhance competition (3)better service (4)promote efficiency (5)reduce cost (6) increase the customer satisfaction and loyalty (7)improve the customer all-life value.
The thesis, on the basis of the theory of Customer Relationship Management (CRM), briefly introduces the present CRM applied in AB company. It combines with the solid practices in the customer data management, the customer satisfaction, the customer complaints and the customer credits, etc. Meanwhile it summarizes the related problems existing in the company by furthering studies of the CRM system and the advanced theory of business management. It also brings out the feasible measures and solutions to the problems mentioned above.
With the opening of China grain and Cooking Oil market, how to attract customer become more and more important. The study of the customer relationship management is important of improving the level of China grain and Cooking Oil market , In the article I made some suggestion on how to improve customer satisfaction in my company depending on the theory of CRM. I believe that such work will improve the competition ability of grain and Cooking Oil firm in the market.
Keywords Customer Relationship Management Improvement Customer satisfaction Customer complain Customer Credit
