S公司客户关系管理的改进研究 摘要
I
摘要
面对如今越来越激烈的市场环境，企业战略已经从“产品为中心”转化为
“客户为中心”，客户已经成为企业的核心资产，属于企业的核心竞争力，所以
争取新客户，保留老客户已经成为企业必须要加强的一项工作。而客户关系管理
可以再造公司的业务流程，提升客户价值，增加客户满意度，所以加强客户关系
管理成为企业增强客户关系的首选
在电梯行业经历了多年的高速发展后，S公司也开始面临着巨大的竞争压力，
包括成本压力、销售压力等。在这样的大环境下，S公司需要通过改进客户关系管
理来获得和保留更多的客户，提高客户忠诚度和企业的核心竞争力，实现企业长
远发展的目标
本文阐述了客户关系管理对企业的意义，以及S公司客户关系管理的现状，
对相应的现状进行了分析，指出目前S公司在客户关系管理方面存在的问题，并
利用客户关系管理的相应知识对这些问题进行了改进，包括客户关系管理理念的
转变、客户分类、业务流程改善和客户满意度等方面的内容
另外，本文还设计了客户关系管理的绩效评估方式，保证S公司的客户关系
管理可以持续有效进行
关键词：客户关系管理；客户忠诚度；流程改善；绩效管理
作者：汤新华
指导老师：尹洪英
英文摘要 S公司客户关系管理的改进研究
Improvement Research on the Customer Relationship
of S Company
Abstract
As the stiffer competition in the current marketing environment, the center of a
company has changed from product to customer, the customer has became the core
assets of a company, it is the core-competitiveness, so it is essential to get the new and
hold the old customers. Customer relationship management (CRM) could re-engineer
business process, improve customer value, and enhance customer satisfaction, so it is
the first choice to get closer relationship with customers.
After many years high-speed development, S company also has the huge
competitive press, such as cost, sales, etc. In this environment, in order to realize the
long-term development, S company has to get and hold more customers, improve
customer loyalty and core-competitiveness by improving CRM.
This paper presents the significance to a company, and the present CRM status of S
company, then analyze the status and point out the problems we have, after that it
improves these problems, including the transformation of the concept of CRM,
customer classification, business process improvement and customer satisfaction
according to the CRM principle.
At the end, his paper designs performance evaluation method to ensure the CRM
improvement is effectively and continuously.
Keywords: Customer Relationship Management; Customer Loyalty; Process
Improvement; Performance Management
Writtenby:Tang Xinhua
Supervised by:Yin Hongying
II。