Tinge CRM project

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Tinge CRM project

 

Author: Li, Heng
Title: Tinge CRM project
Degree: M.Sc.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations
Customer relations -- China -- Management -- Case studies
Customer loyalty -- China -- Case studies
Data mining -- China -- Case studies
Department: Dept. of Computing
Pages: xi, 153 leaves : ill. ; 30 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b2146411
URI: http://theses.lib.polyu.edu.hk/handle/200/5405
Abstract: Currently competition is tougher and tougher, how can we win in market? Different companies have distinct strategies. Giants have good reputation, well brand, even monopoly power; reversely SMEs rarely have reputation or influence in marketplace. Compare with large companies, SMEs survive and develop in market relied on customer relationship more than large companies. Obviously SMEs aspire after CRM desperately. Especially in China, relationship with customer is a crucial weight for business success. Hence my research focuses CRM implementation of SME in China. I try to find out a suitable acquisition approach for SME in China. Problems of process related to customers: Artificial operation and no data were recorded. No unified window to customer. The salespersons changed job frequently, so the customers should face different faces. And only sales department and service department are responsible for customer satisfaction, other departments are not connected with customer service well. Lacking of IT talents, if we adopt a CRM system, who is in charge of it? I use three questionnaires to collect first-hand data, the questionnaires are aimed to help us to understand CRM status of SME in China, meanwhile I have constructed reference model of CRM via questionnaire. I also select a particular SME as sample to practice CRM, the practice can help us to know more details of SMEs, and I initialized operational CRM in the first round of CRM implementation, in the second round I start analytical CRM.

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