求关于CRM(客户关系管理)的英文文献
发布网友
发布时间：2022-04-24 14:56
共2个回答
热心网友
时间：2022-04-27 20:29
Customer relationship management (CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing.
While the term CRM generally refers to a software-based approach to handling customer relationships, most CRM software vendors stress that a successful CRM effort requires a holistic approach.[1] CRM initiatives often fail because implementation was limited to software installation, without providing the context, support and understanding for employees to learn, and take full advantage of the information systems.[2] CRM can be implemented without major investments in software, but software is often necessary to explore the full benefits of a CRM strategy.
Other problems occur[3] when failing to think of sales as the output of a process that itself needs to be studied and taken into account when planning automation[4].
From the outside, customers interacting with a company perceive the business as a single entity, despite often interacting with a number of employees in different roles and departments. CRM is a combination of policies, processes, and strategies implemented by an organization to unify its customer interactions and provide a means to track customer information. It involves the use of technology in attracting new and profitable customers, while forming tighter bonds with existing ones.
CRM includes many aspects which relate directly to one another:
Front office operations — Direct interaction with customers, e.g. face to face meetings, phone calls, e-mail, online services etc.
Back office operations — Operations that ultimately affect the activities of the front office (e.g., billing, maintenance, planning, marketing, advertising, finance, manufacturing, etc.)
Business relationships — Interaction with other companies and partners, such as suppliers/vendors and retail outlets/distributors, instry networks (lobbying groups, trade associations). This external network supports front and back office activities.
Analysis — Key CRM data can be analyzed in order to plan target-marketing campaigns, conceive business strategies, and judge the success of CRM activities (e.g., market share, number and types of customers, revenue, profitability).
Perhaps it is important to note that while most consumers of CRM view it as a software "solution", there is a growing realization in the corporate world that CRM is really a customer-centric strategy for doing business; supported by software. Along these lines, CRM thought leaders like Dick Lee of High Yield Methods define CRM as "CRM adds value to customers in ways that add value back to the company" [5]
[edit] Types/variations of CRM
There are several different approaches to CRM, with different software packages focusing on different aspects. In general, Customer Service, Campaign Management and Sales Force Automation form the core of the system (with SFA being the most popular[citation needed]).
Many CRM project "failures" are also related to data quality and availability. Data cleaning is a major issue. If a company's CRM strategy is to track life-cycle revenues, costs, margins, and interactions between indivial customers, this must be reflected in all business processes. Data must be extracted from multiple sources (e.g., departmental/divisional databases such as sales, manufacturing, supply chain, logistics, finance, service etc.), which requires an integrated, comprehensive system in place with well-defined structures and high data quality. Data from other systems can be transferred to CRM systems using appropriate interfaces.
Because of the company-wide size and scope of many CRM implementations, significant pre-planning is essential for smooth roll-out. This pre-planning involves a technical evaluation of the data available and the technology employed in existing systems. This evaluation is critical to determine the level of effort needed to integrate this data.
Equally critical is the human aspect of the implementation. A successful implementation requires an understanding of the expectations and needs of the stakeholders involved. An executive sponsor should also be obtained to provide high-level management representation of the CRM project.
An effective tool for identifying technical and human factors before beginning a CRM project is a pre-implementation checklist.[9] A checklist can help ensure any potential problems are identified early in the process.
[edit] Privacy and data security
One of the primary functions of CRM software is to collect information about customers. When gathering data as part of a CRM solution, a company must consider the desire for customer privacy and data security, as well as the legislative and cultural norms. Some customers prefer assurances that their data will not be shared with third parties without their prior consent and that safeguards are in place to prevent illegal access by third parties.
热心网友
时间：2022-04-27 21:47
The CRM is through the management customer information resources, to provide customers with satisfactory procts and service to our customers, and establish long-term, stable and mutual trust, mutual reciprocity and mutual benefit are closely related to the dynamic process and business strategy. CRM as a new management philosophy, the core value can be from different angles, and different levels to understand. First, customer relationship management is a kind of management concept, its core idea is the enterprise customers (including the ultimate customers, distributors and partners) as the most important enterprise resources, through the perfect customer service and in-depth customer analysis to meet the demand of customers, to ensure that realize customer lifetime value. Is now a change and innovation of the era, than competitors in a step ahead, and only one step, can
立友信CRM
