Research on Enterprise Crisis Management Based on CRM

Customer relationship management plays an important role in enterprise crisis management. Successful crisis management can not only effectively resolve the crisis, but also increase public understanding of the enterprise through crisis management measures and rebuild good corporate image. While unsuccessful crisis management caused corporate image was seriously damaged, which leads to declined customer satisfaction. Enterprises will lose a large number of existing, even potential customers.The paper narrated the concept of Enterprise Crisis Management and the connotation of CRM and discussed thoroughly the influences of comprehensive capability of CRM on enterprise crisis by introducing the comprehensive capability frame of CRM, proposing the importance of research on enterprise crisis management based on CRM. And Enterprise Crisis Management based on CRM was studied from the perspective of process analysis, discussing separately how the enterprises carry on customer relationship management in each phase of crisis management, to establish stable customer relationship, thus managing and solving the crisis effectively and properly.