客户关系管理(CRM)系统功能分析

随着现代管理科学和计算机技术的迅速发展,CRM作为企业客户管理理念与信息技术相结合的最新成果,其研究具有重要理论意义和实践价值。CRM系统是由以客户为中心的市场管理、销售管理和服务管理3个部分所构成的有机系统,本文在阐述CRM系统组成及其相互关系的基础上,对其功能结构进行了分析研究,这将为CRM系统的实际应用奠定一定的基础。     

基于平衡计分卡的CRM有效性评价模型研究

客户关系管理(CRM)是二十一世纪的主导战略之一.由于CRM的复杂性,目前对CRM有效性评价的研究还很少.考虑到平衡计分卡(BSC)的优点,本文建立了一个基于BSC的CRM有效性评价模型,该模型包含四个视角:客户知识、客户交互、客户价值、客户感知价值.通过对四个视角的作用分析,构造了四个视角的评价矩阵,并通过一个案例研究验证了该模型的可行性和有效性.     

智能客户关系管理发展趋势研究

本文从CRM产生与发展的基础上,研究了智能化客户关系管理体系的内涵和管理思想,分析了智能化客户关系管理体系的类型和结构,辨析了CRM在以往行业应用中高失败率的原因,最后讨论了智能化客户关系管理的发展趋势。     

基于数据挖掘的分析型CRM应用研究

在对数据挖掘技术和应用模型进行分析的基础上,提出了将数据挖掘技术应用于分析型CRM系统,以及应该在CRM系统中如何进行数据挖掘工具的选择,在企业中构建分析型CRM系统应遵循的步骤,最后阐述在所收集的客户数据的基础上,如何进行客户的细分、如何获取客户、企业如何避免大客户的流失以及交叉营销等.     

客户忠诚决定因素实证研究

在现有研究成果的基础上提出了一个描述客户忠诚与其决定因素之间关系的综合理论 模型. 选择中国IT 分销行业为背景,聘请专业调研公司以上门走访的方式收集了367 个企业 客户的样本数据,然后利用结构方程建模(SEM) 软件EQS5. 7b ,对该模型作了检验. 检验结果 表明:客户认知价值、客户满意、客户信任和转移成本是客户忠诚的四个决定因素,其中客户认 知价值是核心决定因素,对客户忠诚有着最大的影响. 讨论了实证结论对企业CRM 实践的指 导意义.     

利用CRM平台,创新渠道管理

本文主要介绍了中国石化下属某销售公司(以下简称A公司)在CRM(Customer Relationship Management)平台下的进行的一系列客户关系管理措施。首先对中石化引入CRM系统进行客户管理的背景和必要性进行了综述;然后对A公司的CRM系统功能及用途做了基本介绍;接着阐述了公司基于CRM平台在客户关系管理、渠道建设方面的应用情况及优化改进措施;最后对利用CRM平台,创新渠道管理方面取得的成果进行了总结:经过客户管理提升,优化了客户结构,增强了核心客户凝聚力,提升了客户群的整体价值贡献,对公司渠道建设良性循环的可持续发展有所帮助。     

如何选择合适的CRM

CRM(客户关系管理)既是创新的管理方法又是更加先进的管理工具。对于广大企业而言,不管是新的管理方法还是先进的管理工具,只要能够带来效能,就愿意去尝试。在中国,我们提及的“CRM”,更多还是指“自身内含管理方法并能够帮助企业实践更多管理方法的IT软件工具”。虽然,国内的CRM只是起步于1999年底,快速发展于2001年和2002年,但是今天有很多行业和企业已经行动起来,并正在从CRM的实施和应用过程中,获得越来越多的价值。即便如此,我们也还是非常遗憾地看到,还有相当一部分的企业并没有从CRM实际应用中,获得更多收益。如果单从CRM软件产品来看,其实国内已经不乏存在一批易用、成熟的CRM软件产品了,譬如:MyCRM、     

基于“知行合一”的管理者战略素质理论模型与实证研究

将存在论、存在分析观融入王阳明"知行合一"论,作为管理者胜任素质的哲学基础;提出管理者战略素质的概念模型,开发并检验量表。运用结构方程模型方法分析了战略素质中"知"与"行"的内在关系,并对乔布斯的管理思想进行了基于模型的诠释。     

客户关系管理价值链研究

在电子商务时代,以客户为中心的客户关系管理(CRM)成为增强企业核心竞争是客户价值管理,本文对CRM价值链进行了初步探讨,提出了CRM价值链模型,并对CRM价值链的基本阶段及其支持条件进行了深入的分析.     

基于电子商务的CRM应用系统的研究

本文首先分析了客户关系管理(CRM)的内涵及作用,在此基础上,提出了电子商务对CRM系统的要求;然后给出了电子商务环境下的CRM系统的逻辑体系结构;最后提出了电子商务环境下CRM系统与ERP系统集成的一个应用。     

客户关系管理基础理论体系框架探讨

CRM基础理论是整个CRM的基石,但对于CRM基础理论体系的确立并没有一个清晰的说法.识别有价值客户和培育有价值客户忠诚是狭义CRM的两项基本任务,从支持完成这两项基本任务的思路出发,本文提出了一个由客户价值识别理论和客户忠诚理论构成的CRM基础理论总体框架及两大理论本身的基本框架,阐述了两大基础理论的关键研究进展.     

数据挖掘技术在CRM中的应用

客户关系管理(CRM)是数据挖掘技术的重要应用领域,也正是因为具有数据挖掘技术的支持才使CRM具有越来越广泛的市场价值和研究价值。本篇论文综述了面向CRM的数据挖掘应用的总体研究情况。包括面向CRM数据挖掘的体系结构;从客户生命周期的角度和行业应用角度分析了CRM中数据挖掘的应用状况;最后结合当前数据挖掘技术的发展指出了CRM中数据挖掘应用的进一步发展趋势以及我国在该领域的研究方向。     

CRM赢回策略对消费者购买行为影响的实证研究

一直以来,营销学界都把客户关系管理(Customer Rehtionship Management)的重点放在如何获得新顾客和维持现有顾客身上,而流失顾客赢回管理工作的重要性却长久地被忽视.为了证明失而复得顾客的重要价值,作者把顾客在流失前、赢回后两个不同阶段的满意度和购买份额作对比分析,结果发现,赢回后的顾客满意度和购买份额较流失前显著增加;用关系投资或价格促销策略赢回来的顾客满意度和购买份额,较被关系投资或价格促销吸引来的新顾客满意度和购买份额显著提高;流失前,顾客满意度与购买份额之间拟合的函数曲线呈反S型,厂商策略对这一阶段的顾客行为影响不显著;赢回后,顾客满意度与购买份额之间拟合的函数曲线呈S型,赢回策略对这一阶段的顾客行为影响显著;满意度与购买份额拟合的函数曲线参考点发生了位移.     

Building a Values‐Informed Mental Model for New Orleans Climate Risk Management

Individuals use values to frame their beliefs and simplify their understanding when confronted with complex and uncertain situations. The high complexity and deep uncertainty involved in climate risk management (CRM) lead to individuals’ values likely being coupled to and contributing to their understanding of specific climate risk factors and management strategies. Most mental model approaches, however, which are commonly used to inform our understanding of people's beliefs, ignore values. In response, we developed a “Values‐informed Mental Model” research approach, or ViMM, to elicit individuals’ values alongside their beliefs and determine which values people use to understand and assess specific climate risk factors and CRM strategies. Our results show that participants consistently used one of three values to frame their understanding of risk factors and CRM strategies in New Orleans: (1) fostering a healthy economy, wealth, and job creation, (2) protecting and promoting healthy ecosystems and biodiversity, and (3) preserving New Orleans’ unique culture, traditions, and historically significant neighborhoods. While the first value frame is common in analyses of CRM strategies, the latter two are often ignored, despite their mirroring commonly accepted pillars of sustainability. Other values like distributive justice and fairness were prioritized differently depending on the risk factor or strategy being discussed. These results suggest that the ViMM method could be a critical first step in CRM decision‐support processes and may encourage adoption of CRM strategies more in line with stakeholders’ values.     

Mapping IS failure factors on PRINCE2® stages: an application of Interpretive Ranking Process (IRP)

The social, political and cultural issues faced by organisations and their senior management team in the delivery and adoption of strategic projects, is highly complex and problematic. Despite a mature body of literature, increasing levels of practitioner certification, application of standards and numerous government initiatives, improvements in success have been minimal. In this study, we analyse the key underlying factors surrounding the failure of Information Systems (IS) projects and explore the merits of articulating a narrative that focuses on senior management embracing practical pessimism. Specifically, we develop a hypothesis supported by empirical study that leverages expert’s views on the dominance and interrelationships between failure factors within PRINCE2® project stages using an Interpretive Ranking Process. Our findings establish how the concept of dominance between individual failure factors can necessitate senior management to make key informed and timely decisions that could potentially influence project outcomes based on an empirical derived, interpretive predictive framework.     

慈善营销中契合度、熟悉度和产品性质对消费者响应的影响

本文通过实验设计,探讨了慈善营销中产品与慈善组织的契合度、消费者对慈善组织的熟悉度以及产品性质对消费者响应的影响,并得出了结论:契合度、熟悉度和产品性质对消费者响应存在主效应,契合度与熟悉度之间、契合度与产品性质之间存在交互效应。根据研究结论,作者针对企业选择合作伙伴、开展慈善营销提出了相应的启示。     

Rough set-based approach to feature selection in customer relationship management

In this paper, application of the rough set theory (RST) to feature selection in customer relationship management (CRM) is introduced. Compared to other methods, the RST approach has the advantage of combining both qualitative and quantitative information in the decision analysis, which is extremely important for CRM. To derive the decision rules from historical data for identifying features that contribute to CRM, both the mathematical formulation and the heuristic algorithm are developed in this paper. The proposed algorithm is comprised of both equal and unequal weight cases of the feature content with the limitation of the mathematical models. This algorithm is able to derive the rules and identify the most significant features simultaneously, which is unique and useful in solving CRM problems. A case study of a video game system purchase is validated by historical data, and the results showed the practical viability of the RST approach for predicting customer purchasing behavior. This paper forms the basis for solving many other similar problems that occur in the service industry.     

The systemic perspective of service processes: underlying theory,architecture and approach

As competition in the service industry grows, delivering high-quality service to meet customers’ needs and expectations becomes paramount. In order to achieve a thorough understanding of customers, companies are increasingly adopting Customer Relationship Management (CRM) initiatives. However, CRM does not have the process vision necessary to cope with complex and cross-functional processes. This problem is better handled by Business Process Management (BPM) initiatives, which, by their turn, struggle to built-in customer intelligence in their systems. Based upon systems theory, we discuss the roles of CRM and BPM in an integrated approach to deliver customer fulfillment. As the evolution of service-oriented approaches requires us to consider both customer interactions and experiences as key elements of service processes, we present a broader perception of service processes involving these two perspectives. Also, we discuss the architecture of a customer-facing system comprising customer processes that are aimed at better dealing with customer interactions.     

协同过滤在CRM交叉销售中的应用研究

利用CRM数据的特殊性,将协同过滤运用到交叉销售中,期望挖掘更高质量的销售机会,提高其成功率,降低企业销售成本,更大幅度提高企业效益以及客户忠诚度。实验结果表明取得了良好效果。     

客户关系管理的内涵、驱动因素及成长维度

20世纪90年代后期以来,客户关系管理已成为一个时髦的商业术语。遗憾的是,目前各界就客户关系管理的内涵和定义尚无达成共识。本文在文献回顾的基础上,对客户关系管理的定义进行了总结、归纳和重新界定,并从顾客价值、关系价值和信息技术等三个方面探索了客户关系管理的合理内涵。此外,本文还探讨客户关系管理的主要驱动因素,即市场因素、技术因素和经济因素。最后,本文提出了关系成长三个维度的思想,将客户关系管理归纳为实现关系在宽、远、深三个维度上的成长,精辟而形象地反应了客户关系管理的目标。