CRM的全称有2个,其一是Customer Relationship Management,中文翻译为客户关系管理;另一个是Continuous Relationship Marketing,即持续关系营销。现在,前一个提法更普遍。客户关系管理虽然起源无从追溯,但普遍认为是源于美国,美国的商业公司除建立了一套理论体系外还开发出许许多多的产品和服务,号称是按照客户关系管理理论,帮助企业建立相应的业务流程。乍听之下,CRM有些玄妙,但实际上就是将“客户是上帝”的思想变成一个操作性很强的专业工作。怎么伺候上帝,让他开开心心地掏钱,这就是CRM要干的事。它首先是一种管理思想,其次是套IT系统。CRM软件的基本功能包括客户管理、联系人管理、时间管理、潜在客户管理、销售管理、营销管理、电话营销和客户服务等,有的软件还包括了呼叫中心、合作伙伴关系管理、商业智能、知识管理和电子商务等。通过以上功能,企业可以实现“创造和维持长期赢利的客户关系”,达到“提高客户满意度、降低客户流失率”的目的,从而在“一对一营销”的基础上,获得并保持客户,最终获取客户的终身价值。通过CRM系统,企业可以集成柜台、电话、E-mail和短信等多种渠道,把客户在接触、采购、送递及服务方面的信息在各个部门之间共享,并以此为基础,对客户进行分析,把客户的需求进行归纳, The full name of CRM has two, one is Customer Relationship Management, Chinese translation for customer relationship management; the other is Continuous Relationship Marketing, that is, continuous relationship marketing. Now, the first one is more common. Although the origin of customer relationship management can not be traced retrospectively, it is generally believed that commercial companies originated from the United States and the United States have developed many products and services in addition to a set of theoretical systems. They claim to help establish enterprises according to customer relationship management theory The corresponding business processes. At first glance, CRM is somewhat mysterious, but in fact it turns the idea of ​​“customer being God” into a highly professional work. How to serve God, let him happily pay, this is the CRM to do. It is first of all a management thought, followed by a set of IT systems. CRM software, including the basic functions of customer management, contact management, time management, lead management, sales management, marketing management, telemarketing and customer service, and some software also includes call center, partnership management, business intelligence, Knowledge management and e-commerce. Through the above functions, enterprises can realize the goal of “creating and maintaining long-term profitable customer relationships” so as to achieve the purpose of “improving customer satisfaction and reducing customer turnover rate” so as to obtain and retain customers on the basis of “one-to-one marketing” Ultimately get the customer’s lifetime value. Through the CRM system, enterprises can integrate customers, contact information, procurement, delivery and service information among various departments through various channels such as counter, telephone, E-mail and SMS. Based on this, Analyze, summarize the needs of customers,