RESEARCH ON THE INNOVATIVE APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN MANAGEMENT SYSTEM CERTIFICATION INSTITUTIONS ACM CERTIFICATION (CHINA) LIMITED IN SHANGHAI, CHINA

Shuaiqing  Du

Shuaiqing Du Suan Sunandha Rajabhat University

Keywords: Credibility, pricing, service quality, policy orientation, customer relationships

Abstract

At the beginning of the 21st century, marketing gradually shifted from focusing on
brand centricity to customer centricity; Enterprises must have the ability to access, manage,
and use information, with a customer-centric approach, in order to generate competitive
advantages and achieve sustainable operations. Customer Relationship Management (CRM) is
a management methodology that focuses on treating a company's customers as the most
important resource. Through continuous improvement of customer service and in-depth
analysis of customer needs, it meets customer needs and expectations, continuously providing
maximum value to customers while realizing the company's own value and social value.
Studying the application of CRM in different industries is an important branch of current
marketing studies.