The purpose of customer relationship management is mainly reflected in the following aspects:

1. Improve customer satisfaction and loyalty: The core of customer relationship management is to pay attention to customer needs and expectations, and improve customer satisfaction by providing personalized service and quality products to meet customer expectations. At the same time, continuous good customer relationship can enhance customer trust in the enterprise, improve customer loyalty, and then promote customer repeat purchase and word of mouth.

2. Enhance customer value: Customer relationship management helps enterprises to understand customers more deeply, identify and seize the potential needs of customers, and then provide more targeted products or services to enhance customer value. At the same time, through customer segmentation and personalized marketing, enterprises can better meet customer needs and improve market share and profitability.

3. Reduce customer loss rate: Through the integration and analysis of customer information, customer relationship management helps enterprises to timely discover and solve customer problems and prevent customer loss. In addition, enterprises can enhance the emotional connection with customers through regular communication and care, improve customer loyalty, and reduce customer churn.

4. Optimize customer service process: Customer relationship management helps enterprises to sort out and optimize customer service process, improve service efficiency and quality. Through automated and intelligent customer service systems, companies can respond to customer needs more quickly and accurately, improving customer satisfaction and loyalty.

5. Support enterprise decision-making: Customer relationship management provides a wealth of customer data and analysis tools to support enterprises to develop more scientific and reasonable marketing strategies and sales plans. Through the mining and analysis of customer data, enterprises can understand the market dynamics, competitive situation and customer demand changes, and provide strong support for the strategic decision of enterprises.

6. Improve enterprise competitiveness: Through the implementation of customer relationship management, enterprises can establish a more stable customer relationship, improve customer satisfaction and loyalty, reduce customer loss rate, optimize customer service process, support enterprise decision-making, and thus enhance the comprehensive competitiveness of enterprises. In the fierce market competition, customer relationship management has become one of the important means for enterprises to win market share and competitive advantage.