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1、毕业论文(设计)外文翻译外文原文CustomerRelationshipManagement(CRM)inFinancialServicesJOEPEPPARD,CranfieldUniversitySchoolofManagement,UKToday,manyfinancialservicesorganisationsarerushingtobecomemorecustomerfocused.AkeycomponentofmanyinitiativesistheimplementationofCustomerRelationshipManagement(CRM)software.Our
2、researchhashighlightedthatmostinstitutionstakearathernarrowviewofCRMandassuch,benefitshavebeenlimited.WhilesecondgenerationCRMhasemergedtoembracethetotalorganisation(henceEnterpriseCRM),successingeneralhasstillnotbeenwidespread.Inthepaper,aframeworkispresentedwhichisbasedonincorporatingebusinessa
3、ctivities,channelmanagement,relationshipmanagementandbackoffice/front-officeintegrationwithinacustomercentricstrategy.ã2000ElsevierScienceLtd.AllrightsreservedOnceuponatimeretailers,banks,insurancecompaniesandcardealershadacloserelationshipwiththeircustomers.Theyoftenknewthemindividually,understo
4、odwhattheywanted,andsatisfiedtheirneedsthroughpersonalcustomisedservice.Asaresult,theyearnedloyaltyandalargeshareoftheircustomers’business.This,however,wasacostlyandinefficientsystemandcustomerseffectivelysubsidisedthisrelationshipbypayinghigherprices.Overtheyears,throughmassmarketingandincreased
5、consumerismcustomerstradedrelationshipsforanonymity,reducedvarietyandlowerprices.Today,throughtheeffectiveuseofinformationandcommunicationstechnology,suchatradeoffisnownotnecessary;organisationscanoffertheircustomersvariety,lowerpricesandpersonalisedserviceandallatthesametime.Anairlinegateattenda
6、ntwhomyouhaveneverseteyesonknowsyouareavaluablecustomerandupgradesyourseattofirstclassinpreferencetoaonce-a-yearholidaytraveler.Yourgarageremindsyouthatyourcarisdueforservice.Acarhirecompanytakesyourreservationonadedicatedline,thenpresentsyouwithawaitingrentalcarcompletewithyournameinlightswhenyo
7、uarriveatyourdestination.Yourbankinformsyouthatyouhaveexcessfundsinanon-interestbearingaccount.Thesecompaniesarepracticingelementsofanapproachtomarketingthatusescontinuouslyrefinedinformationaboutcurrentandpotentialcus