A Survey of Current CRM Practices in China

This paper uses a convenient MBA sample to study the current CRM practices in China. Fifty-two questionnaires were collected and eight cases among them were studied further. We find that there is a great demand of CRM, especially for service providers. Also the more complicated a company structure, the greater need for CRM. The major reason to use CRM is `to manage and integrate customer info for the purpose of customer retention and service personalization.´ Even if most companies are satisfied with their CRM practices, the greatest challenge of CRM practices is data issue, including data collection, credibility, etc. The CRM of B-B companies is simpler and focuses more on sales and financial affairs. Those personalized and humanistic CRM practices are characterized as nepotism and operated outside their IT system. Chinese B-B companies still don´t wake up to the importance of understanding their customers´ customers. The CRM of B-C companies focuses more on personal information, which is kept well in their IT system. Most B-C personalized services are mediated via mail, email, or phone. In China, CRM is better practiced among those industries who are able to collect credible personal info, like telecommunication and bank.