Definition and connotation of crm in tourism reception industry

Crm (Customer Relationship Management) is customer relationship management. Literally, it means that enterprises use CRM to manage the relationship with customers. CRM is a business strategy to select and manage valuable customers and their relationships. CRM needs a customer-centered business philosophy and corporate culture to support effective marketing, sales and service processes. If the enterprise has correct leadership, strategy and corporate culture, CRM application will realize effective customer relationship management for the enterprise.

CRM is a method and process to acquire, maintain and increase profitable customers. CRM is not only a brand-new, internationally leading, customer-centered enterprise management theory, business philosophy and business operation mode, but also a concrete software and implementation method to effectively improve enterprise income, customer satisfaction and employee productivity by means of information technology.

By understanding the idea of "receiver-centered" put forward earlier in philosophy, literature and aesthetics, it will help you to further understand the concept of "customer-centered" in economics. Zhuangzi said, "If you are not a fish, you will know the happiness of the fish"-if you are not a fish, how can you know whether the fish is happy or not? If we can accurately grasp the experience of the recipient, this person will not only become a rich man, but also become a great thinker. Reception aesthetics was founded by Hans Robert Hans Robios in 1967. In the past, the research and creation of literature and aesthetics were centered on the author/artist, while Jauss advocated a fundamental and subversive change to the reader/receiver, so it was called reception aesthetics. It is equivalent to the change from "product/manufacturer-centered" to "customer-centered" in economics. Hans Robert Jauss's "reader/receiver-centered" experience theory is three years earlier than toffler's predicted experience economy and many years earlier than philip kotler's perfect "4C" theory, which is one of the theoretical sources of CRM.

CRM improves and enhances the performance of the whole customer relationship life cycle to the greatest extent. CRM integrates customers, companies, employees and other resources, effectively and structurally allocates and reorganizes resources, so as to facilitate the timely understanding and use of relevant resources and knowledge in the whole customer relationship life cycle; Simplify and optimize various business processes, so that the company and employees can focus on the important aspects and core business of improving customer relationship and performance in sales, service and marketing activities, and improve employees' quick response and feedback ability to customers; It also brings convenience to customers, who can quickly obtain personalized products, solutions and services according to their own needs.