摘要
在全球化与数字化转型加速的今天，企业面临的竞争环境日益复杂多变。客户作为企业最宝贵的资源，其满意度与忠诚度直接关系到企业的市场竞争力与可持续发展能力。然而，许多企业在客户关系管理（CRM）实践中仍面临诸多挑战。一方面，客户信息收集不全面、不准确，导致企业难以精准把握客户需求，提供个性化服务；另一方面，客户服务体验不佳、客户忠诚度不高，使得企业在激烈的市场竞争中难以保持优势。因此，深入研究企业CRM中的问题及其改进措施，对于提升企业管理水平、增强市场竞争力具有重要意义。本文旨在探讨企业客户关系管理（CRM）中的常见问题及其改进措施。首先，通过文献综述和实地调研，分析了当前企业在CRM实践中普遍存在的问题，包括客户信息收集不全面、客户服务体验不佳、客户忠诚度不高以及客户关系维护不足等。随后，基于客户关系管理理论、顾客价值理论和关系营销理论，提出了相应的改进措施，包括完善客户信息收集机制、提升客户服务体验、增强客户忠诚度以及加强客户关系维护等。通过案例分析，验证了这些改进措施的有效性和可行性。最后，本文总结了研究成果，并对未来研究方向进行了展望，以期为企业CRM实践提供理论支持和实践指导。
关键词：客户关系管理（CRM）；客户信息收集；客户服务体验；客户忠诚度；关系维护
Abstract
With the acceleration of globalization and digital transformation today, the competitive environment facing enterprises is becoming increasingly complex and changeable. As the most valuable resource of an enterprise, its satisfaction and loyalty are directly related to the market competitiveness and sustainable development ability of an enterprise. However, many enterprises still face many challenges in customer relationship management (CRM) practice. On the one hand, customer information collection is not comprehensive and accurate, which makes it difficult for enterprises to accurately grasp customer needs and provide personalized services; on the other hand, poor customer service experience and low customer loyalty make it difficult for enterprises to maintain advantages in the fierce market competition. Therefore, it is of great significance to deeply study the problems and their improvement measures to improve the management level of enterprise management and enhance the market competitiveness. This paper aims to explore the common problems in enterprise customer relationship management (CRM) and its improvements. First of all, through literature review and field research, the common problems in CRM practice are analyzed, including incomplete customer information collection, poor customer service experience, low customer loyalty and insufficient customer relationship maintenance. Subsequently, based on the customer relationship management theory, customer value theory and relationship marketing theory, the corresponding improvement measures were proposed, including improving the customer information collection mechanism, improving the customer service experience, enhancing customer loyalty and strengthening the maintenance of customer relationship. The effectiveness and feasibility of these improvements are verified through case analysis. Finally, this paper summarizes the research results and prospects the future research directions in order to provide theoretical support and practical guidance for enterprise CRM practice.
Keywords： Customer relationship management (CRM); Customer information collection; Customer service experience; Customer loyalty; Relationship maintenance
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景和意义 1
（二）国内外研究现状 1
二、相关理论概述 1
（一）客户关系管理理论 1
（二）顾客价值理论 2
（三）关系营销理论 2
三、企业客户关系管理的问题 2
（一）客户信息收集不全面 2
（二）客户服务体验不佳 3
（三）客户忠诚度不高 3
（四）客户关系维护不足 4
四、企业客户关系管理的改进措施 5
（一）完善客户信息收集 5
（二）提升客户服务体验 6
（三）增强客户忠诚度 7
（四）加强客户关系维护 8
结 论 10
参考文献 11
