Customer relationship management paper in e-commerce

The development of e-commerce and the Internet has greatly promoted the development of customer relationship management in e-commerce. The following is a paper on customer relationship management in e-commerce that I compiled. I hope you can get some insights from it! Paper 1 on customer relationship management in e-commerce

A brief analysis of customer relationship management in e-commerce

Abstract The development of e-commerce and the Internet has greatly promoted the development of customer relationship management in e-commerce. Enterprise customer relationship management has become the key to the survival and development of enterprises. This article studies the customer relationship management strategies in e-commerce by analyzing the dialectical relationship between e-commerce and customer relationship management, as well as the practical problems of enterprise customer relationship management.

Keywords e-commerce; customer relationship management; countermeasures

With the continuous development of information technology and the rapid popularity of the Internet around the world, e-commerce is becoming more and more popular. topic. E-commerce is no longer just a concept, but is setting off a craze. This emerging business method based on information networks is changing the management and lifestyle of enterprises, families and individuals. With the advent of the e-commerce era, customers have huge space and room for product selection, and they also show personalized demand characteristics.

1. The role and significance of e-commerce environment in customer relationship management

Customer relationship management in e-commerce environment is to use modern information technology to establish a relationship between enterprises and customers. A digital, real-time, interactive communication management system. It is a set of advanced management ideas and technical means. It effectively integrates human resources, business processes and professional technology, and ultimately provides perfect integration for all areas of customers or consumers involved in the enterprise, so that the enterprise can Lower costs and higher efficiency meet customer needs.

1. Provide technical support. The development of network technology and information technology has made e-commerce more powerful. With the support of e-commerce technology, customer relationship management can realize synchronous operations in the network, using large databases to manage some customer information, and the marketing, sales and technology of enterprises Data can be shared between some departments and modules, and data mining and data warehouse technology can be used to intelligently analyze massive customer data and some business data. Security has also been improved, and marketing and sales automation have been partially realized. Enterprises can truly provide products and services to customers. The original simple collection of customer information has been transformed into data mining and intelligent analysis. The various processes of customer relationship management have become more closely integrated and can be integrated with other systems to provide personalized products or services in a timely manner according to customer needs.

2. The basis for realizing e-commerce. Since customer relationship management provides a business automation solution for the company's sales, marketing, customer service, technical support and other fields, it gives the company a customer-facing frontier based on e-commerce. Therefore, it can also be said that customer relationship management can provide enterprises with the basis for successfully realizing e-commerce, and it can help enterprises smoothly transform from traditional enterprise models to modern enterprise models based on e-commerce.

3. Improve efficiency and reduce operating costs. E-commerce can improve the quality and efficiency of corporate marketing efforts. Improve work efficiency through the implementation of intra-enterprise networking. By implementing customer relationship management, companies can have a comprehensive understanding of their customers. It is easier for companies and customers to form a partnership and establish a credit relationship with each other. Therefore, enterprises can greatly reduce search costs, negotiation costs and fulfillment costs, thereby ultimately reducing the overall transaction costs of the enterprise.

4. Improve customer service and increase sales. Customer relationship management provides proactive care to customers, provides personalized services based on sales and service history, provides customers with more professional services with the support of databases, and online consultations, etc., all of which are conducive to improving customer service levels.

Customer relationship management can increase the accuracy of sales, increase the success rate, improve customer satisfaction, and the expansion of sales becomes inevitable.

2. Existing problems

(1) Insufficient understanding. In our country, most enterprises still focus their competition on the physical market and do not fully realize the necessity and urgency of seizing customers in the era of knowledge economy. Without unified thinking, senior corporate leaders and employees lack understanding of the importance of customer relationship management. Some companies have implemented customer relationship management, but have not clearly defined the reasons and goals for implementing customer relationship management. Only by clarifying the original intention and reasons for implementing customer relationship management can we formulate strategic plans and short-term goals that are consistent with the enterprise. (2)Poor network utilization. The contact channels between customers and enterprises are inflexible. The online marketing of most small and medium-sized enterprises only focuses on online advertising and promotion, and most of them just enter the name of the factory, product name, address, and contact number on the company's website homepage. Very few companies have their own independent domain names and URLs. , and there are very few other online marketing activities. The huge advantages and potential of the Internet are far from being explored. (3) Lack of communication with customers. The currently popular CRM system misdirects the company's attention from its market to the company's database. It requires companies to focus on information such as information about products purchased by customers and predictions of what products in their database customers will buy in the future. Therefore, companies that adopt this kind of CRM system tend to ignore the real needs of their customers and ignore the real driving forces behind the correlation coefficients that determine the customer's purchase of products. (4) Over-reliance on CRM software. When implementing CRM, some companies believe that as long as they enroll in a CRM project, they can immediately increase sales performance and enhance corporate competitiveness. But this is not the case. CRM software is just a technology. The technology itself has no relationship with customers. It is just the integration of internal resources of the enterprise. Therefore, all the benefits claimed to be brought by customer relationship management are actually the actual benefits of natural growth for the enterprise. CRM software itself cannot serve customers. Only by effectively integrating the software with internal resources can the CRM project be truly implemented.

3. Countermeasures for relationship management

1. Raise awareness. First, we must unify our thinking and raise awareness. This not only requires the support and promotion of the company's senior leaders, but also needs to increase employees' awareness of the importance of customer relationship management. Employees must fully realize that customers are the company's most valuable wealth. Customer relationship management requires the conscious actions of every employee. , can we ensure that customer relationship management is truly implemented and realize CRM; secondly, we must design customer-centered business strategy goals and find win-win opportunities with customers; in addition, companies must clearly implement customer relationship management if they want to carry out customer relationship management. Reasons and goals. After clarifying the goals, it is necessary to strengthen the integration of channels and functional subsystems to gradually achieve the set goals.

2. Make full use of the Internet. The website is a special and important platform and communication tool for enterprises to connect with customers in e-commerce. Customers can directly consult manufacturers, express opinions, and express their opinions through the website; manufacturers can use the website to provide one-to-one personalized services to customers. In e-commerce, enterprises can adopt: email links to facilitate customers and website managers to contact each other through emails; online communities to cultivate a stable customer base; customer shopping areas to store each customer's shopping information to facilitate customer tracking and order inquiry. Implement measures such as strengthening communication with customers and implementing customer relationship management.

3. Expand communication channels. The success of customer relationship management requires good communication, including not only communication between the company and customers, but also communication between departments within the company, communication between employees, communication between employees and the customer relationship management system, etc.

Communication between enterprises and customers enables enterprises to learn more about customer needs, collect more customer information, and learn from customers to change the enterprise's business strategy. It also enables customers to have a better understanding of the enterprise during constant communication. A more comprehensive and profound understanding is conducive to the establishment of corporate image and brand; communication between departments can reduce information asymmetry between departments, strengthen collaboration between departments, and improve operating efficiency; communication between employees Communication can improve the work efficiency of the team; communication between employees and the customer relationship management system can improve the operational level of employees and make the operation of customer relationship management more stable.

4. Make reasonable use of CRM software. CRM software is just a set of technologies and needs to be coordinated with the relevant resources of the enterprise to be effective. Customer relationship management alone cannot meet customer needs. Customer relationship management must ultimately be integrated with enterprise resource planning to achieve maximum effectiveness. The second is the integration of customer relationship management and internal enterprise management. Only by fully integrating front-end and back-end, internal and external, software and hardware, customer relationship management will be the most successful winner in the future market. As long as it involves the exchange of information between enterprises and customers, it involves the integration of customer information in marketing, sales, maintenance, telephone service, interactive network contact and after-sales service.

The development of e-commerce and the Internet has greatly promoted the development of customer relationship management, and the problems that arise in the development of customer relationship management continue to challenge the technology and applications of e-commerce and the Internet. They form a kind of A relationship that promotes and restricts each other. Exploring customer relationship management under e-commerce has important practical significance for corporate marketing and market development. It has a promoting role in developing actual and potential needs, improving the viability and competitiveness of enterprises, and laying a strong foundation for the development and take-off of enterprises. .

References

[1] Liu Meilian, Yang?. Customer relationship management strategies in e-commerce environment [J]. Productivity Research. 2005(12): 194～195

[2] Luo Xinyan. Thoughts on CRM in the e-commerce environment [J]. Jiangsu Business Review. 2008 (1)

[3] Yang Gancheng. Problems and countermeasures in customer relationship management of Chinese enterprises [J]. Shopping mall modernization. 2008(7): 95～96

[4] Sun Hao. Customer relationship management in e-commerce environment [J]. Electronic technology and accounting. 2007(2)

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