本文首先通过文献检索,对客户关系管理、客户忠诚与价值、服务
价值链以及他们之间的关系进行分析和研究。然后对西门子(中国)工
业集团所在的行业背景及其客户关系管理现状进行了分析并且指出了企
业客户关系管理中存在的问题。最后在原有系统的基础上提出了基于服
务价值链客户关系管理改进方案,帮助公司完善自身的客户关系管理体
系。
关键词:客户关系管理;服务价值链;客户满意度;客户忠诚度;CRM
系统CUSTOMER RELATIONSHIP MANAGEMENT
STUDY OF SIEMENS INDUSTRY
ABSTRACT
Nowadays, the competition between industrial enterprises is turning fiercer as
the technical barrier is lowering. How to seize the market for theses industrial
enterprises which mainly rely on relationship marketing How to maintain
the high quality customers and get a good hand in the market competition
Many enterprises began to implement CRM project. CRM is not only an IT
system, it is a strategic project including organization structure adjusting,
trans-department coordination, flow execution, corporate image etc. About
70% of CRM projects did not achieve enterprises’ value of expectation
because the complication of CRM system. However, CRM is still the most
effective way to increase customer satisfaction and loyalty, develop customer
relationship. So enterprises should try to make their CRM as perfect as they
can.
This article studied the theory and relationship of CRM, customer loyalty and
value, service value chain through document retrieval, then analysed the