Application of CRM on power marketing

Abstract

Based on the study of the concept of CRM, this paper demonstrates the background and feasibility of the using of CRM in power marketing , designs a systematic structure of Electric Customer Relationship Management (ECRM). The ECRM With the development of information technology and the change of the competing circumstance around the enterprise, Customer Relationship Management (CRM), a gradual mature management concept and technology system, has been used in strategic decision-making by more and more enterprises. As far as the power supplying company is concerned, it has to face the demand of electric customers, the pressure of energy marketing competition, the request of self-development and the desire of resource configuration optimization. All of those urge the company to put CRM into execution and to focus on the customers' expectation and benefit. Thus, it can maximize the enterprise's profit continuously and maximize the customers' benefit by managing and keeping the relationship between the company and their customers. At the same time, it is feasible to introduce CRM in the actual condition of power marketing. First, there are conception basis of bringing CRM into practice, in the past people only pay attention to production, but nowadays more attention is paid to the customer resource management. Next, the power supplying system is established on the base of electric costumer information data-warehouse and power marketing expert database, including four modules: Electric Customer Classifying Management, Electric Customer Retaining Management, Electric Customer Responding Management, Electric Customer Relationship Discussing Management. The implement process and parameter setting is brought forward also. (7 pages)