1. Foreword Customer relationship management is not actually a new thing. As early as the 1980s, SFA (Sale Force Automation) and telephone and computer integrated systems (CTI Computer Telephony Integration) have been widely used by foreign companies. application. The SFA system can help companies manage sales quotas to calculate the salesperson’s commission, predict profits, and coordinate the activities of sales staff; CTI system can provide customers with 400 phone services, let users quickly and professionally through automatic menu selection and interactive voice feedback. Telephone service personnel call and record conversation data. Customer relationship management (CRM) is an idea and technology for managing customer relationships. In other words, customer relationship management is a customer-centric business philosophy that uses information technology in the company’s market. Applications such as sales, technical support, and customer relationship management, to improve and enhance the relationship between the company and its customers, achieve the goal of maintaining and attracting more customers with better, faster and more personalized services, and through comprehensive The optimization of customer-facing business processes minimizes the cost of retaining old customers and acquiring new customers, and ultimately provides a qualitative improvement in market adaptability and competitive strength.

2. New characteristics of customer relationship management in the era of e-commerce Traditionally, customer relationship management has greater limitations in terms of traditional conditions. It is mainly manifested in the dispersion of customer information and the independence of the business operations of various departments within the company. The customers are based on the Internet. Relationship management is a complete system for collecting, analyzing, developing and utilizing various customer resources. Its new features are:

(1) Concentrated the various customer data originally dispersed within the company to form a correct, complete and unified customer information for all departments to share;

(2) The customer can get consistent information by dealing with any department of the company;

(3) The customer can get a satisfactory answer by choosing email, telephone, fax and other ways to contact with the company, because the information processing within the company is highly integrated;

(4) All kinds of information related to customers and the company can be reflected in the customer database of the other party, which can meet the customer's personalized needs to the maximum; (5) The company can make full use of the customer relationship management system and can accurately determine the customer's Demand characteristics, in order to target customer service and increase customer loyalty.

3, the main advantages of customer relationship management to the company (1) reduce costs and increase revenue. In terms of reducing costs, customer relationship management automates the sales and marketing process, significantly reducing sales and marketing expenses. Moreover, because customer relationship management enables companies and customers to have a high degree of interaction, it can help companies achieve more accurate customer positioning, so that enterprises can retain old customers and the cost of acquiring new customers is significantly reduced. In terms of increasing revenues, as a result of mastering a large amount of customer information during the process of customer relationship management, data mining technology can be used to discover potential customer needs and realize cross-selling, which can bring additional new revenue sources. Moreover, due to the use of customer relationship management, it is possible to enhance the close relationship with customers, increase the number and frequency of orders, and reduce the loss of customers.

(2) Improve the efficiency of business operations. Thanks to the application of information technology, information sharing within the company's internal scope has been realized, and the degree of automation of business process processing has been greatly improved. As a result, the time required for the use of business processes has been greatly reduced, and the work of employees has also been simplified, enabling businesses inside and outside the company to perform various services. Get effective operation to ensure that customers receive satisfactory service with the least time and the fastest speed. Therefore, the implementation of customer relationship management can save the company's product production and sales cycle, reduce the inventory of raw materials and products, and greatly help improve the economic efficiency of enterprises.

(3) Retain customers and increase customer loyalty. Customers can communicate and conduct business with companies in various forms. The company's customer database can record and analyze the customer's individual needs, provide each customer with one-on-one products and services, and the company can be based on different customers. The transaction records provide different levels of preferential measures to encourage customers to conduct business with the company in the long run.

(4) It helps to expand the market. The customer relationship management system has forecast and analysis capabilities for market activities and sales activities, and can provide relevant product and service cost and profit data from different perspectives, and make scientific predictions for changes in customer distribution and market demand trends so that Good grasp of market opportunities.

(5) Mining the potential value of customers. Each company has a certain number of customers. If we can study the customer's demand, we can bring more business opportunities. In the process of customer relationship management, a large amount of useful customer data has been generated, and as long as it is used in depth, the potential needs of many customers can be discovered.

4. Advantages of the use of the Baosteel Technology Call Center System (CTI) (1) Connect the telephone exchange system and computer system to deliver messages and commands between the two systems to realize the integration of applications; reduce labor costs through self-service services , to reduce the operating costs of the entire company. For example: telephone monitoring, automatic transfer by telephone, 24-hour free transfer of mobile phones, call recording, call loss statistics and other functions.

(2) Improve customer experience, so that customers can be more effectively attracted and retained; agent representatives can better cross-sell after further empowerment, become the center as a profit center; achieve customer full-time telephone reception, scientific statistical distribution Work focus, better grasp customer information, more effective communication with customers.

(3) In order to facilitate the tracking and analysis of the docking list, feedback on the customer's feedback on the real situation, and the ability to better use the recording function to train and learn the marketing staff's communication skills, adding the "call record audit function" .

(4) In order to statistically analyze the effect of network promotion, the "inbound time-sharing statistics" function was added. See Figure 5.

6, Baosteel Technology fully upgrades the "CRM system" and does a good job in customer relationship management. With the establishment and improvement of network information systems, the lack of timely internal communication and information asymmetry will bring certain difficulties to the marketing work. CRM information The timely communication of the upgrade will improve this contradiction. In addition to the CRM system upgrade, customers can be further layered, allowing marketers to grasp the most valuable customers.

Baosteel Technology's internal CRM system is fully upgraded, and it can also enable customers to roam information, completely satisfying the clerk's business trip overseas to query customer information needs. We plan to use RTX in a unified manner to strengthen the timeliness of internal communications and take the lead to build a professional and good communication platform. We will transfer shared information at the first time. 7. Customer relationship management and corresponding implementation in e-commerce development First, we must unify ideas and raise awareness. This requires not only the support and promotion of senior leaders, but also the awareness of employees on the importance of customer relationship management. The employees must be fully aware that the customer is the company's most valuable asset. Without satisfactory customers, there can be no future for the employees. The customer's prosperous satisfaction and loyalty needs to be nurtured by every employee through meticulous efforts. Customer relationship management needs to give full play to each employee's conscious action in order to ensure that customer relationship management is truly implemented; secondly, to establish a project Implementation team. The implementation of the customer relationship management system must have a dedicated team to specifically organize and lead. The members of this team should include the company’s main leaders as well as the internal information technology, marketing, sales, customer support, finance, production, research and development and other departments of the company. Delegates must also have external consultants to participate. If conditions permit, they should also invite client representatives to participate in the project. Finally, conduct business needs analysis. From the perspective of customers and related departments of the company, analyzing their actual requirements for the customer relationship management system can greatly improve the effectiveness of the system. Therefore, the analysis of business requirements for the customer relationship management system is an important part of the entire project implementation process.

E-commerce is inseparable from the Internet. The website is a special and important platform and communication tool for companies to communicate with customers in e-commerce. The distance between the vendor and the end customer that the website will provide products and services is eliminated. As a client, you can directly consult vendors, express opinions, and express opinions through the website. As a manufacturer, you can use the website to provide one-on-one personalized services to your customers. In addition, companies can understand market demand and customer information through the website, speed up the availability of information, and accelerate the cycle of business flow. To a certain extent, it can be said that it is because e-commerce websites provide new communication channels and communication methods between enterprises and customers (including potential customers), so that e-commerce has such a vigorous and fresh vitality. In order to communicate with customers, the measures taken in e-commerce:

(1) E-mail links, easy for customers and website administrators to contact via email. Mailing list, please sign the mailing list. Let all people on the mailing list know about the latest products you provide in time. In order to put customers on the mailing list, ask the customer's e-mail address when doing the first transaction, you can provide them with two options, one The types are clearly listed on the mailing list. One is unclear. Once you have an address and draw out their purchase behavior, you can send appropriate information. The customer feedback will soon be felt.

(2) Online communities, and foster a stable customer base. The principles established by the community are based on basic psychological knowledge. Humans do not like change and do not like decision making. Once they seek some sort of big goal, they will integrate into a group and they will not give up easily. Considering the difficulty of the customer's decision to purchase your product for the first time, if the barrier to the next purchase is as low as possible, they will be very satisfied and create an environment in which customers can develop a good feeling and realize that they are Understandably, it has become a member of a strong group; it uses an electronic bulletin board for customers to express their opinions online. Through mailing lists, send different information to different customer groups on a regular or irregular basis; conduct online surveys to understand changes in market demands and customer propensities; call online services to answer customer questions and submissions promptly.

(3) Set up customer inquiries area, store each customer's information, to facilitate the customer to track, inquire about the relevant information. Engage in successful interactions with customers and provide them with a quality service process that allows them to quickly understand price information and related information that they want to know.

8. Conclusion Regardless of what the industry is and no matter how good the product is, no matter how famous the brand is, if you want to maintain the advantages of competitors, attracting batch after batch of repeat customers, doing customer service is the only choice. In fact, any product or service, from production to accounting, may become a commodity. Every competitor hopes to do well in all aspects and try to eliminate defects. If the company is to outperform the competition, then one of the things that can keep the company in a continuous position is excellent customer service.

The practice of many corporate customer relationship management shows that in the era of e-commerce development, the effective implementation of customer relationship management is a strong driving force for companies to maintain their vitality. Only with the success of customer relationship management, can we have the success of e-commerce, and only then can companies be sustained and fast? And healthy development.