【作者】 彭少华；

【导师】 俞家文；

【作者基本信息】 合肥工业大学 ， 工商管理， 2008， 硕士

【摘要】 客户关系管理能够帮助企业树立以客户为中心的发展战略,不断优化与客户关系相关的全部业务流程,并在此基础上利用先进的信息技术及优化的管理方法为企业争取、发展和保持客户资源,进而提升企业核心竞争力和客户满意度及忠诚度,达到长期、稳定盈利的目的。本文在深入研究国内外客户关系管理的发展现状和发展趋势的基础上,运用归纳分析法,对中广核集团的IT服务现状和CRM发展现状进行了深入的分析,并以此指出集团现有的客户关系管理系统存在的一系列缺陷,已经不能适应集团战略发展的需要,需建立新的CRM系统。接着根据IT业界先进的ITIL管理理念,结合集团的实际情况,提出了新CRM系统建设的技术方案,使客户的IT需求从提出到得到满足,都处于可控的状态中。新系统的功能覆盖了IT设备的全生命周期,并扩展到了IT的使用者,从IT设备的到货验收到IT设备的报废处理,所有的IT服务都在新系统的监控之内,对IT服务质量进行全方位的监控。新系统的建设为中广核集团的内部IT客户提供一个统一的、高效的IT服务平台。新系统能够对集团内部的IT需求进行分析和处理,使集团内部的IT服务需求能得到快速响应和及时的处理,提高了客户的满意度和忠诚度。最后对公司以往实施客户关系管理系统取得的成功经验和暴露出来的问题进行分析和总结,从企业文化建设、企业业务流程再造、系统选择、实施条件的准备和加强管理等方面提出了针对性较强的配套管理改进方案,以保障集团新CRM系统的顺利实施。论文所提出的技术方案、管理改进方案对其它企业的CRM系统建设具有一定的参考意义。更多还原

【Abstract】 Customer relationship management can help enterprise to establish a development strategy which regards customers as the center, to optimize the business processes related to the customer relation constantly and on the base of which employ the advanced information technology and optimized management approach to fight for, develop and maintain modern enterprise customers, and then promote core competitiveness of an enterprise and also can enhance customer’s satisfaction and loyalty to it, which leads to a long-term and stable earning purpose.On the base of deep understanding of the current situation and development trend of customer relationship management at home and abroad, this paper uses the approach of induction to analyzes the IT service situation of the China Guangdong Power Nuclear Group and the current situation of CRM, and points out that the shortcomings of the present customer relationship management system which couldn’t meet the demands of increasing development of the Group and leads to the establishment of a new CRM system. According to the advanced management experience of ITIL and in combination with the actual situation of the Group, this paper provides a new CRM System-building program to make the IT needs of customer come into a particular state which comes from adding dimension to getting satisfaction and can be controlled. The functions of this new system cover the whole lifecycle of IT equipments and spread to the users of IT. All of the IT services are under the monitoring of the new system which from the Inspection of incoming merchandise of IT equipment to scraping of them. This paper provides some highly targeted recommendations to protect the smooth implementation of the Group’s customer relationship management. The construction of the new system provides a unified and efficient IT service platform for the internal IT customers of it. This new system can process and analyze the information of internal IT customers of the Group, meet the service requirement of internal IT service instantly and enhance customer’s satisfaction and loyalty to the Group. Finally, this paper provides an analysis and summary on the successful experience and the problems of previous experience. This paper provides a compatible solution to improve the Group’s overall management level and provides protection for the development of the new CRM System from many ways such as culture construction of enterprise, business process reengineered of enterprise, business system option, the preparation of condition apply and strengthening management and so on. Finally, the program, improvement measures and recommendations in this paper have a reference value to other enterprises’ construction of CRM.更多还原