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客户关系管理(CRM)是通过选择客户和管理客户,以达到对客户价值不断优化的企业战略。很多企业负责人认为,要使客户关系管理富有成效并不是一件简单的事情,它需要以客户为中心的企业哲学和文化,从而保证有效地支持企业营销、销售及服务流程。企业如何才能创建以客户为中心的企业哲学和文化?很显然不能只靠某个软件包就能解决所有问题。客户关系管理必须从企业战略开始,通过相应的信息技术的帮助,改善组织和相应的工作流程。否则可能达不到相应效果,因为企业战略本身不能靠自动化来解决。
Customer Relationship Management (CRM) is a business strategy that continually optimizes customer value by selecting customers and managing clients. Many business executives believe it is not a simple matter to make CRM effective. It requires a customer-centric business philosophy and culture to ensure effective support for the company's marketing, sales, and service processes. How can businesses create customer-centric business philosophies and cultures? Obviously not everything can be solved with just one package. Customer relationship management must start from the corporate strategy, through the appropriate information technology to help improve the organization and the corresponding workflow. Otherwise it may not reach the corresponding effect, because the business strategy itself can not be solved by automation.