A Framework for Customer-Oriented Service Based on Relationship Technology

As the market competition becomes keen, keeping and developing customer relationship is coming to the front of enterprises for winning the competitive advantage. Customer-oriented service is concerned by more and more enterprises recently. However, decisions for customer-oriented service have been hampered by the lack of conceptual framework necessary to develop customer relationship. Relationship technology is a newly-emerged concept in management field for building up and developing customer relationship. It can collect and comprehend customers´ data continuously, then convert them into action. That is to say, it can convert information into action. Regarding relationship technology (RT) as a kind of system engineering, we develop an integrated framework to understanding and analyzing customer-oriented service, and then make customer-oriented service successful. The framework consists of data processing, customer relationship analysis and relationship optimizing. Each of the three aspects is described as a whole in this paper. Based on the RT, We believe in the future this framework can play an increasing role.