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1、外文翻译原文howpersonalshouldcustomerrelationshipmanagementgetMaterialSource:BTTechnologyJournal•Vol21No1•January2003Author:NJMillardCustomerrelationshipmanagement(CRM)isbuiltuponthefoundationofasingledefinitiveviewofcustomerswhichspansfunctions,channels,product
2、sandcustomertypesanddriveseverycustomerinteraction.CRMpurportstorecreatethetraditionalcornershopexperiencetomillionsofclients.CRM’slifebloodistheabilitytodeployknowledgeattherighttime,intherightformattotherightperson.Technologyisattheheartofthisbuttechnolo
3、gyaloneisanenablerofCRMnotaguaranteeofagoodcustomerexperience.FlussetaldefinetheroleofCRMas:•capturingcustomerdataacrosstheenterprise,•consolidatingallinternallyandexternallyacquiredcustomer-relateddatainacentraldatabase,•analysingtheconsolidateddata,distr
4、ibutingtheresultsofthatanalysistovariouscustomertouchpoints,•usingthisinformationwhendealingwithcustomersviaanytouchpoint(e.g.callcentre,facetoface,Internet).CRMshouldenablecompaniestodeliverasuperiorlevelofservice.Unlessthiscustomerknowledgecanbetranslate
5、dintoasimple,personalisedandeasilydigestibleformat,whereverandwheneveritisneeded,adifferentiatedserviceisunlikelytobeoffered.1HowpersonalshouldCRMgetInanincreasinglycommoditisedmarket,companiesarelookingtodifferentiatethroughtheirservicesurround.Delivering
6、atailoredserviceisanattractivesolutiontothisproblembecausetheresultingrelationshipimpliesincreasedcustomerloyaltyand,therefore,increasedshareofwallet.However,thiscomesfromacompany’sdesiretoretainandacquirecustomers.6Fromacustomerperspective,thingsarealittl
7、edifferent.AMcKinseysurveyofconsumerattitudestoCRMrevealedthatcustomersdonotwantrelationships,theyjustwantdecentservice.Unlesscustomersseeabenefitinbuildingtherelationship,theytendtowanttodiscloseaslittleaspossibleaboutthemselves.Fiskhasclaimedthattoday’sb
8、lindrushtobuildrelationshipswithcustomersisbothunnecessaryandunsustainable.Itisnotwhatcustomerswantandisoftenbadforbusiness.Itisusuallymotivatedbythedesireforshort-termrevenuesorinternalefficiencies,butinstea
