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ID:238672
大小:55.50 KB
页数:8页
时间:2017-07-12
《CRM客户关系管理 毕业论文外文翻译》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、CRMCustomerRelationshipManagementACRMstrategyiscalledfortobothbuytimebeforenewproductofferingscouldbesourcedandofferedandtomovesignificantlyaheadofthecompetition.Whatisneededisastrategyinvolvingallaspectsofthecompany,includingdatabasestructure,creativeworkandstafftrainingthatwouldultimatelyre
2、ducepotentialdefections,quicklyincreasefootfalltermandbuildadatabaseforfutureactivity.Theaimistorecognizeexistingcustomers,torewardthosecustomers,toreactswiftlytocustomerneedsandtoturnCustomerRelationshipManagement(CRM)intoCustomerManagedRelations(CMR).Thepowerofwhatcustomerswant.Itlooksatthe
3、savingfromacompany'spointofview,nottheempowermentfromcustomer'sperspective.CMRisthreethings:Anabilitytorethink,toreshapeyourorganizationanditsknowledgesothatitisatthedisposalofyourcustomersInternetenabledmanagementtoolswhichcustomersusetogetwhattheywantAnabilitytoreacttotheinformationbeinggen
4、eratedandusedbycustomersinordertoincreaseprofitabilityA4stageapproachcanbecreatedwiththeobjectiveto:DiscoverthecustomerviaaquestionnaireIncentivesandRewardthecustomertoreturnFindmore"bestcustomers"throughnewcustomeracquisitionDataminethecustomercasetomakerelevantproductofferingsCreatingaquest
5、ionnairebaseduponprovenandsuccessfulmodels.Inadditiontostandarddemographicandthelifestylequestionscustomerscanbeaskedaboutwhichproductstheywouldliketopurchaseatwhichtimeoverthefollowingmonths.Theresponsewillgivethecompanyacuttingadvantageasitwillbepossibletomoreaccuratelyforecastandrespondtoc
6、ustomerneeds,whichnootherretailercanmatch.Withintroducing"reverseretailing",insteadofofferingproductsandthenfindingthecustomerstopurchasethem,companycanmakepurchasedecisionstogetherwiththecustomerandsourcetherightproductsintherightquantityresultinginadvantageouspricingforvolumepurchase.Second
7、ly,wewillbeabletodataminethebaseandcommunicatewithcustomersatthetimetheysaidtheywouldbeinterestedinmakingthepurchase.Fromthequestionnaireinformationarelationaldatabasecanbebuiltthatcanbesegmentedbydemographics,productsowned,productsdesiredand
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