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本文发表于2016年6月的《质量文摘》。作者露丝·P.史迪文斯拥有哥伦比亚大学工商管理硕士学位,曾任时代华纳、美国国际商用机器公司营销高管,是《目标市场营销》杂志的特约撰稿人,被《克莱恩B2B》(Crain’s BtoB)杂志评选为市场营销领域百名最具影响人物之一,最新著有《B2B数据驱动营销:来源·运用·结果》。本文介绍了什么是成功的客户关系管理(CRM),如何衡量CRM的项目,以及对CRM的投资多久可以获得回报。大多数企业利用以下三个领域指标的组合来对CRM进行测量:节约成本,增加收入,提升客户价值。本文通过不同企业的案例,对这三个指标进行了详细地介绍,说明了如何对CRM进行测量,并归纳了CRM测量获得成功的准则。
This article was published in the June 2016 Quality Digest. Author Ruth P. Stevens holds a master’s degree in business administration from Columbia University. He was Time Warner, a marketing executive at IBM International Business Machines Corporation and is a contributing writer for Target Marketing magazine. Crain’s BtoB Magazine named one of the 100 most influential people in marketing, with the latest being B2B Data Driven Marketing: Sources, Applications, and Results. This article describes what it means to be successful CRM, how to measure CRM projects, and how often CRM investments will pay off. Most organizations measure CRM using a combination of three metrics: cost savings, revenue, and customer value. This article through the case of different enterprises, described in detail these three indicators, shows how to measure the CRM, and concludes the CRM measurement success criteria.