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CRM即客户关系管理,它的第一个发展阶段主要关注于解决方案的起源,比如销售力量的自动化、联系中心应用和营销的自动化。第二个发展阶段把这些与其他相关的应用,比如合作伙伴关系管理和通过各种不同交流渠道进行的服务整合在一起了,真正的功能和渠道的整合已经开始。目前CRM行业已经开始进入它的第三代,即需求链网络,用一种更有效率的方式来对消费者进行服务和营销,在炼化企业间对功能和交流渠道的整合。CRM行业未来将朝实用性方向发展,比如市场时机和投资回报(ROI),其最新趋势应该是实用性。
CRM is customer relationship management. Its first stage of development focuses on the origins of solutions such as sales force automation, contact center applications, and marketing automation. The second stage of development integrates these with other related applications, such as partnership management and services through a variety of different communication channels, where the integration of true capabilities and channels has begun. Currently the CRM industry has begun to enter its third generation, the demand-chain network, to serve and market consumers in a more efficient way and to integrate functional and communication channels among refining and petrochemical companies. The CRM industry will move toward practicality in the future, such as market timing and return on investment (ROI), and its latest trend should be practical.