| 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: | Department of Computing |
| Pages: | xi, 153 leaves : ill. ; 30 cm. |
| Language: | English |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b2146411x.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 6.38 MB | Adobe PDF | View/Open |
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