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Research on customer relationship management system based on mobile services

1 introduction

with the transformation of enterprise strategic thinking from "product centric" to "customer centric", customer relationship management has now been recognized by the majority of enterprises. Customer relationship management builds and maintains a good relationship with customers by integrating a series of activities such as sales, marketing and customer service, and the good customer relationship formed on this basis is a strong competitive advantage and guarantee for the survival and development of enterprises. Enterprises need to maintain long-term contact with customers through personalized relationship services and continuous communication with customers. From this point of view, the new digital marketing channels based on Internet and mobile bring great convenience to the communication between enterprises and customers. Mobile communication can provide customers with personalized services and push relevant information about enterprise products, services, brands and customer services through the sending of mobile messages. At the same time, customers can also interact with enterprises one-on-one through the reply to these messages. Therefore, with the rise of mobile service technology, mobile customer relationship management came into being

2 research in related fields

2.1 business engineering

Business Engineering adopts a structured method to manage business operations to adapt to the transformation between business models in the information age. Business engineering decomposes the overall operation of an enterprise into discrete operational projects or combinations of projects, and gradually decomposes these projects into conceptual design models. Conceptual design can be further divided into three levels:

● strategic level. At this level, the long-term development plan of the enterprise is mainly considered, including the selection of strategic partners, the determination of enterprise structure, the content of market services, the division of customer groups and the construction of distribution channels

● operation level. At this level, we will consider how to implement the strategy into specific operations. Clarify the specific data of enterprise input and output, and implement the tasks of each process. The operational level mainly considers how to complete the planning formulated by the strategic level through specific processes, allocate tasks in an optimal way, and manage the processing process of the whole process

● technical level. That is, the construction and application of information system. Since the specific implementation of the operation needs to be realized through software systems and information technology, the technical aspects include the construction of networks, the configuration of hardware, and the selection of operating systems and software

2.2 relationship marketing

many scholars attach great importance to the relationship between relationship marketing and customer relationship management. The so-called relationship marketing is to regard marketing activities as a process of interaction between enterprises and consumers, competitors, government agencies and other public. Its core is to establish and develop good relations with these public. The concept of relationship marketing has brought people's research on marketing theory to a new level. Once the relationship marketing theory was put forward, it quickly swept the world. Berry defines relationship marketing as a way to attract, maintain and enhance contact with customers through a variety of services

Berry's definition of relationship marketing takes customer loyalty as the center, believes that enterprises need to analyze customer needs and take meeting customer needs as the standard to measure customer satisfaction. Satisfied customers will bring tangible and intangible products to enterprises, and believes that the essence of market competition is to compete for customer resources, maintain original customers, and reduce customer loss. These contents appear and occupy an important proportion in the research field of CRM. However, the definition of relationship marketing rarely involves the technical basis, while CRM emphasizes the strategy of relationship marketing supported by information technology. Therefore, CRM integrates potential new technologies, while relationship marketing focuses on improving profits and maintaining long-term relationships

2.3 mobile commerce

mobile commerce is a kind of business model that is closest to the main body of business activities. Its business activities are characterized by the application of mobile communication technology and the use of mobile terminals. Due to the corresponding relationship between the user and the mobile terminal, the communication with the mobile terminal can accurately communicate with the object at the first time, so that the user can escape from the shackles of the device network environment and gallop in the free business space to the greatest extent

the role of mobile commerce in enterprises mainly has three points:

● more business opportunities: compared with traditional e-commerce, mobile commerce can really enable anyone to get the information and services of the whole network at any time and anywhere. Information exchange anytime and anywhere means the increase and diversification of demand, but also brings more business opportunities for enterprises

● more sensitive response speed: mobile commerce is widely used in business activities of enterprises, such as mobile office, mobile data query information management, mobile logistics monitoring, mobile marketing, mobile customer service, mobile transactions, etc., which can make enterprises closer to consumers, reflect the market faster, and participate in competition more flexibly

● improve enterprise management efficiency and reduce enterprise operation costs: mobile commerce applications such as wireless customer relationship management and sales management can improve efficiency. Through mobile devices to store data, query information, transfer information, real-time transfer of information, sales automation, transactions, etc. can effectively reduce enterprise costs

2.4 mobile related technologies

mobile service related technologies mainly include WAP technology, MIT Technology and web service technology

wap is one of the core technologies to develop mobile services. Its proposal and development are based on the need to access the Internet in mobile. It provides a set of open and unified technology platform, and users can easily access and obtain Internet or enterprise internal information and various services using mobile devices. At the same time, WAP provides an application development and universal tensile testing machine flat sample jaw 0 ⑵ 0mm1 pair of running environment, which can support the most popular embedded operating system at present. In the transmission network, WAP can not only support various current mobile networks, such as GSM, CDMA, etc., but also support 3G

mobile Internet Toolkit (MIT) contains server-side technology and is a collection of server-side mobile program controls. It extends the functions of and can develop applications for many mobile devices. MIT controls can automatically identify the performance of mobile devices connected to the server and send back the correct markup language. As long as a mobile application is written, it can run on different devices, which has good portability

web servie is a new technology for application integration, which can reduce the cost of business and deploy its solutions faster. Web service adopts the open standard XML protocol as the service interface and protocol description specification, completely masking the differences between different software system platforms. Various programs can interoperate through this standard protocol to achieve the highest integrable performance

3 construction and implementation of MCRM system

3.1 key issues of the technical layer of MCRM

technology plays an important supporting role in customer relationship management. Like supply chain management and other information systems, customer relationship management contains many uncertainties. Therefore, the technical level plays a vital role in the implementation of MCRM. However, customers will not start to use the new functions of mobile just because of the development of new technologies. Therefore, how to guide customers to discover the enterprise's mobile portal, log in to the mobile portal through their own mobile devices, and use relevant functions will be the key to the implementation of MCRM

in general, enterprises need to start the implementation of MCRM. First, they need to build the relevant technical foundation and solve the uncertainty involved in the relevant technology. All uncertainty problems can be attributed to the following four, as shown in Figure 1:

server. Enterprises need to have MCRM servers to manage, send, receive and store a large number of short messages and multi-media perfect industry standard management body messages. There are usually three ways to build an enterprise's server system: building servers independently, jointly building with technology providers and fully hosting. Building a server system independently requires a large capital investment in hardware; Joint construction requires good communication with partners and ensuring that both parties are clear about their respective needs; Hosting requires additional consideration of data security and timeliness of message sending

number. SMS service number is a bridge between mobile and MCRM server. Generally speaking, the target customer group will use mobile services in a specific region or country, so it is necessary to ensure that customers can enjoy the mobile services provided by the enterprise wherever possible through the number of graphene based high-energy density lithium batteries and supercapacitors

dynamic logic. Dynamic logic is the detailed part of the system operation, including how to answer various queries dynamically sent by customers, how to quickly find answers to these questions and feed back the answers to customers through mobile services. If the dynamic logic is chaotic, the server will not be able to send and receive information normally, delaying the response time of customers, and then causing complaints and other customer dissatisfaction

price. The cost of sending a message can be divided into the following three types: normal SMS cost, free SMS and extra charged SMS. Enterprises can choose which charging method to adopt for information transmission with customers

3.2 the key problem of the marketing layer of MCRM

technology is only the basis for the implementation of MCRM, and its success also depends on finding appropriate marketing methods to attract customers' attention and start using mobile service business. From the marketing level of MCRM, as shown in Figure 2, there are two key issues to consider:

customer development. How to attract potential customers to open and use mobile media to communicate is the key to the success of mobile customer relationship marketing. How to use the charm of mobile services to enable customers to start using this technology and make profits, and enhance customer value is the central issue of marketing

enterprises need to first find the target customer group, determine the purpose of communication and exchange, design the content of short messages, choose the appropriate time to send these messages and collect customer feedback information, and then measure the effectiveness of messages through the analysis of feedback information. Once the mobile customer relationship management is started, mobile services need to penetrate into every link of marketing, make use of mobile media and channels to carry out a series of marketing activities as much as possible, and integrate the existing marketing activities with mobile services, which will enable enterprises and customers to adapt to the new communication channels faster and better, and achieve better results. In other words, mobile services are an effective supplement to other existing communication channels. Enterprises can use existing media to promote mobile services, which can complement each other and promote each other

data processing. How to obtain the detailed data of target customer groups and send information to these customers through MCRM is the core to promote the implementation of MCRM. There are usually three ways to manage customer data: purchase database, rent database or develop your own database

enterprises can collect relevant customer information through marketing activities, such as customer number, name, address and other information. At the same time, customers can also register new mobile services to provide customers with the use of terminals

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