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鑫化公司的独特作法,使客户关系管理更具针对性张行是北京鑫化电子商务公司的负责人。他每天到办公室后的第一件事,就是看前一天的业绩报表和购物者的性别比例、职业构成等等资料。鑫化公司众多的会员资料,都是通过企业的CRM系统获得的。每个注册会员都会留下基本资料,譬如年龄、性别、职业以及住址,甚至还有个人收入情况,再与其购物纪录对比一下,就能精确地对会员进行个性化促销;另外,还能应用CRM系统, 根据会员的购物情况自动发送有针对性的 E-mail广告。听起来,这种为用户提供量身订做的广告和产品的“一对一经销”,简直是太妙了。但是,做起来可不是那么容易。
Xinhua company’s unique approach to make customer relationship management more targeted Zhang line is the head of Beijing Xinhua e-commerce company. The first thing he does after he goes to the office every day is to look at the performance reports and the shopper’s sex ratio, occupational composition, etc., of the previous day. Xinhua many member information, are obtained through the enterprise’s CRM system. Each registered member will leave the basic information, such as age, gender, occupation and address, and even personal income, and then compared with their shopping records, you can accurately personalized promotional members; In addition, you can also use the CRM System, according to members of the shopping situation automatically send targeted E-mail advertising. Sounds like this one-to-one distribution of tailor-made ads and products for users is simply fantastic. However, it is not so easy to do.