In daily study and work, when it comes to papers, everyone is certainly familiar with them. With the help of papers, we can effectively train our ability to use theory and skills to solve practical problems. Then the question comes, how to write an excellent paper? The following is my thesis on the background and motivation of customer relationship management theory for reference only. Let's have a look.

The background and motivation of customer relationship management theory

Paper Keywords: customer relationship management theory background motivation

Abstract: Customer relationship management theory, as a management method to attract customers, retain customers and improve customer satisfaction, has become the key to maintain competitiveness and gain benefits in the fierce market competition. By analyzing the background and motivation of the theory of customer relationship management, marketing practitioners can better understand the root of the theory, thus further enhancing the guiding role of the theory in practice.

With the development of globalization and Internet technology, customer resources have become the lifeline of enterprise development. With the development of information technology, the business philosophy of "product-centered" has changed to "customer-centered". The challenges of the new economy include the liberalization of the economic environment, breaking the monopoly of countries, industries and resources, leading to more intense competition, shorter product life cycle and more personalized customer needs. How to maintain competitiveness and development is a problem that enterprises must face. The fierce market competition makes how to attract customers, retain customers and improve customer satisfaction and loyalty become the key to the survival of enterprises. Especially with the arrival of commercial times, the information technology revolution has greatly changed our business model, especially the interactive relationship between enterprises and customers. In all accessible information society, customers can obtain information very conveniently and participate more in business processes. This also shows that we have entered the era of customer-oriented. It will be the key to the success of the enterprise to deeply understand the needs of customers, feedback their opinions to the design of products and services in time, and provide customers with more personalized and in-depth services. 1998, Robert Whelan and Paul Cole put forward the concept of "customer relationship value" for the first time in "Into the Heart of Customers", holding that customer relationship is the most valuable asset of an enterprise, developing customer relationship is an investment behavior, and improving customer relationship is the return of this investment (Peng Shuang, 2005).

First, the theoretical background of customer relationship management

1 The emergence of customer relationship management theory is the inevitable result of the development of productive forces. In the process of society, customer relationship management has always existed, but its importance is different in different social stages, and its specific manifestations are also different. Enterprise theory has gone through several stages of development, from focusing on production to focusing on product quality, and now focusing on customers. The main driving force of these changes is the continuous improvement of social productive forces.

2. Customer relationship management theory is the product of scientific and technological progress. Under the new economic conditions based on digital knowledge and technology, with innovation as the core and characterized by globalization and informationization, the management of enterprises has further broken the geographical restrictions and the competition has become increasingly fierce. How to occupy a place in the global trading system, how to win a larger market share and broader market prospects, how to develop customer resources and maintain a relatively stable customer team have become the key issues affecting the survival and development of enterprises. Customer relationship management theory provides ideas for solving these problems and is becoming the core of enterprise management strategy (Gao, 2007).

Second, the motivation of customer relationship management theory

(A) from the perspective of external competition of enterprises

Pressure from competitors. The essence of market economy is competition. Now is an era of change and innovation. One step ahead of the competition, and only one step may mean success. The redesign of business process provides a tool for enterprise management innovation. When introducing the concept and technology of customer relationship management, it is inevitable to change the original management mode of enterprises. Innovative ideas will help employees accept changes, while business process reengineering provides specific ideas and methods. In the Internet age, traditional management ideas are no longer enough. If an enterprise wants to be invincible in the ever-changing market environment, it must rely on modern management ideas and means to effectively integrate the internal and external resources of the enterprise. Nowadays, advanced computer networks and management software have been able to exert their talents in the integration of internal and external resources of enterprises, which not only changed the management and operation mode of enterprises, but also directly affected the competitiveness of enterprises. Customer relationship management theory enables enterprises to meet the needs of consumers faster, better and more effectively than their competitors, thus becoming more competitive.

(b) From an internal perspective

1, customer relationship management theory has become a necessary means to maintain the survival of enterprises. We have a vivid example here: Northeast Airlines used to be a large aviation enterprise with many fixed assets of routes and aircraft, but it had to declare bankruptcy in the 1980s. Its closure is not due to the quality of service or other reasons, but because when other airlines have adopted the aircraft information system, so that agents all over the country can inquire, book tickets and change flights in real time, Northeast Airlines has not done so. Soon they found that they could not compete with other airlines in terms of price and service. Other airlines offer discounts to customers in time, or inform customers when changing flights to maintain the full rate of each flight, while they still have to rely on expensive long-distance calls for manual operation. When they decided to invest in the reservation system, it was too late, and finally they had to close it. Today's well-run enterprises are actually facing such strategic decisions. Nowadays, consumers get information through wireless communication and other channels, and they will disdain businesses that do not provide online ordering. Therefore, in order to maintain an advantage in the competition, investment information systems are often not icing on the cake, but a necessary means to maintain the survival of enterprises (Gao, 2007).

2. The theory of customer relationship management is helpful to improve the relationship between enterprises and customers, improve customer satisfaction and effectively reduce the operating costs of enterprises. CRM is implemented in the fields related to customers such as marketing, sales, service and technical support. Marketing and customer service professionals provide comprehensive and personalized customer information, strengthen the ability of tracking service and information analysis, so that they can establish and maintain a series of effective "one-on-one relationships" with customers and business partners, so that enterprises can provide faster and more thoughtful quality services, improve customer satisfaction, attract and maintain more customers, and then increase turnover; In addition, although the establishment of customer relationship management information platform requires huge expenses. But in the long run, by sharing information and optimizing business processes, the operating costs of enterprises can be effectively reduced. At the same time, we should realize that customer relationship management is not the same as simple information technology or management technology, but a business strategy of enterprises. The purpose is to make enterprises reorganize according to customer segmentation, strengthen the process of satisfying customers' behavior and connecting customers and suppliers, so as to optimize the profitability of enterprises, improve profits and improve customer satisfaction.

(C) from the perspective of consumers

1, the need to strengthen consumption power and cultivate consumer loyalty. With the growth of consumers' wealth and knowledge, especially the growth of network knowledge, consumers not only have stronger purchasing power, but also have more information about various products and enterprises, so they have more choices. Therefore, how to establish consumers' loyalty to enterprises has become the key to the success or failure of enterprises. The implementation of customer relationship management theory not only contributes to customer interaction, that is, it pays attention to the feedback and complaints of sales information, and enterprises interact with customers constantly, constantly analyze and refine information, and constantly improve the service level; It is also helpful for customization, that is, advocating personalized service, analyzing the value points that customers are willing to pay for goods from the perspectives of customer needs, customers' joys and sorrows, and customers' every move, so as to better, accurately and timely meet customer needs and make customers more willing to buy enterprise products, thus establishing brand preferences and improving consumers' loyalty to enterprises.

2. Maintain the needs of key customers. Marketing research shows that 80% of the benefits of enterprises are generated by 20% of big customers, so the service of big marketers should be the focus. However, these big customers have higher requirements than ordinary customers for enterprise guarantee terms, data exchange, priority delivery, early information communication, customized products and effective maintenance, repair and upgrade services. Only efficient customer relationship management and integrated system data collection can enable enterprises to provide higher quality and more comprehensive services to these large customers in today's era of personalized demand and information explosion, so that these customers are willing to establish long-term cooperative relations with enterprises, thus ensuring long-term profits of enterprises.

[1] Peng Shuang. Research on Customer Relationship Management of Enterprise Users [D]. Dalian: Dongbei University of Finance and Economics, 2005.

[2] Gao. Customer Relationship Management in Enterprise Management [J]. Knowledge, 2007, (8).

Discussion on customer relationship management and maintenance of construction enterprises

With the rapid development of China's construction industry, the competition among construction enterprises is becoming more and more fierce. Construction enterprises pay more attention to service quality from the perspective of traditional housing construction, that is, bring better user experience to customers. The low barriers to entry in the construction industry have also led to irregular industry management. Therefore, in order to enhance the core competitiveness of construction enterprises in the industry, provide quality services and maintain customer relations is particularly important. Therefore, this paper analyzes the necessity of building overnight customer management and maintenance, and puts forward some opinions and suggestions for reference in the actual operation process.

[Keywords:] customer relationship construction management and maintenance

I. Introduction

With the rapid development of the construction industry for decades, the purpose of construction enterprises is not only to provide residential products in the market, but more importantly, to establish the brand and reputation of enterprises in the fierce market competition. Often, high-quality construction enterprises have higher product premiums and more room for appreciation. Traditional industries also learn from the successful experience of emerging industries such as e-commerce, especially in customer competition. More and more enterprises pay attention to customer needs, put customer needs in the first place, and provide customers with better products and better services. This concept has been widely spread in the construction industry. Therefore, more and more construction enterprises put the maintenance of customer relationship in the strategic position of company development. Customers directly determine the development of enterprises. Through the management and maintenance of customer relationship, the maximization of customer resource value and enterprise profit can be realized. For traditional industries, customer maintenance is a weak link and needs to be improved urgently. Generally speaking, the marketing work of construction enterprises is mostly outsourced, and some personnel will be sent to manage and organize a professional outsourcing marketing team to carry out the housing sales process. In the early stage of project marketing, potential customers are mainly tapped by marketers, who only target fixed real estate. Once the project is over, the marketing team is dissolved, and the mobility of personnel increases the mobility of customers.

Therefore, it is necessary to pay more attention to the management and maintenance of customer relationship in construction enterprises, establish a special customer relationship maintenance framework, and establish different customer management systems for owners, suppliers, subcontractors, design institutes, construction units and consulting units related to enterprises. And pay a return visit according to the uniqueness of customers, and establish a long-term, stable and mutual trust relationship between enterprises and customers.

Second, the enterprise customer relationship management

1. The contents of customer relationship management in construction enterprises mainly include the maintenance of basic customer information, the designation of customer contacts, the management of potential customers and the management of marketing personnel. Through the management and maintenance of the data in the information base, marketers can explore potential customers and explore greater interests of enterprises through information analysis. And make customers get more professional services and better service experience.

2. Establish a customer-centric service framework, so that marketing, technology and service are customer-centric, and customers are an important factor to be considered in the development of enterprises. Establish enterprise brand and reputation through quality service and consolidate intangible assets of enterprises.

3. For every customer who has a special contact, because the house is a commodity with special attributes, generally speaking, the value of the property is relatively high, and the number of properties that many families can buy is limited, so choose to buy carefully. Establishing a one-to-one exclusive service model can make customers trust corporate brands more.

4. Establish a fixed customer return visit system, specify a fixed period to return visits to customers, organize group activities such as spring outing on major festivals, and close the relationship between customers and enterprises. Through the form of activities, customers can have a better understanding and trust in corporate culture, and form a good reputation and brand promotion among customers.

5, improve the communication mechanism with customers, to ensure timely understanding of customer needs, so as to grasp the latest market trends, understand the most foreword demand in the market, so that enterprise products can lead the market trend.

Third, the maintenance of corporate customer relations.

1, establish and improve the enterprise customer relationship system.

In the construction industry, marketers usually have direct contact with customers, so it is easy to confuse the relationship between marketers and companies and link their personal impressions with corporate image. Marketers have the characteristics of great mobility, and often they take away a large number of potential customers in the process of mobility. Therefore, it is necessary to establish a perfect customer management mechanism, dilute personal relationships and transform them into corporate relationships. First, establish a customer management and maintenance department, which is responsible for maintaining customer relationships; Second, clear the customer management and maintenance process, so that the customer's affairs will never be shirked; Third, regular customer visits and exchanges; Four, the use of information software for professional customer information management.

2. Understand customer characteristics. In-depth understanding of customer needs, such as just-needed housing, improved housing, investment-oriented housing and investment-oriented shops, are all aimed at different customers. Only by truly understanding the needs of customers can we provide better help to customers. Treat people sincerely, make serious and true promises to customers, and ensure that the conditions promised to customers are met. You can't make false promises to customers in order to sell an extra house.

3. Pay attention to communication with customers and keep communication smooth. Think from the customer's point of view, worry about the customer's urgency, think about what the customer thinks, and do practical things for the customer.

Fourth, the strategy of establishing good customer relationship.

1, treat people sincerely

Treating people sincerely is the basis of establishing a good customer relationship. Through good communication and sincere service attitude, customers feel at home, and only sincerity can impress customers. Treating people sincerely is the basis of maintaining customer relationship, the first step of building mutual trust, and the cornerstone of future cooperation and maintaining good customer relationship.

2. Pay attention to customers

In the process of customer relationship management and maintenance, solving customer problems is the first priority. Only by truly thinking for customers, doing for customers and doing for customers can we gain customers' trust. Only by deeply understanding the needs of customers can we truly serve them.

3. Focus on maintaining old customers. Usually, the potential of old customers is unpredictable, and an old customer often brings many new customers. The time and success rate of developing new customers far exceed that of maintaining old customers, so we need to pay attention to the return visit and maintenance of old customer relations in the process of maintaining customer relations.

4. Make concessions in exchange for customers' approval. Buying a house is not a process of buying and selling. Pay attention to the attitude in the process of contact with customers, and remember not to be strong and give customers the feeling of bullying customers. Correct your position and attitude and consider the problem from the customer's point of view. The main responsibility of customer service staff is to solve problems for customers, not to create problems, and to make concessions when necessary to gain customer recognition.

Verb (abbreviation of verb) conclusion

With the rapid development of China's construction industry, the competition among construction enterprises is becoming more and more fierce. Construction enterprises pay more attention to service quality from the perspective of traditional housing construction, that is, bring better user experience to customers. Therefore, this paper discusses customer relationship management and customer relationship maintenance, expounds the suggestions of construction enterprises in customer relationship management and maintenance, and puts forward some strategies for establishing customer relationship for reference in the actual operation process, with a view to providing some guidance and reference.

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