客户关系管理问题的探讨与思考

CRM是企业以客户为中心的营销管理理论和方法,是企业运用网络技术对营销管理的创新,主要包括:营销思想观念、营销管理重点和营销方法的创新。CRM的核心思想就是:建立为用户提供产品或服务的组织,找到、留住并提升价值客户,从而提高组织的盈利能力经济效益、社会效益,并增强竞争优势。客户是企业发展最重要的资源之一,因而应对企业与客户发生的各种关系进行全面管理和进一步延伸企业销售链管理。实践经验表明,成功实施CRM需注意四个问题:一是要明确实施策略,二是要变革业务流程,三是要选择好合作方,四是要重视客户工作。

The discussions and considerations of the customer relationship management

CRM is a market management theory and method which advocates the business industry regards the customer as the business center and an innovation that enterprises take full advantage of network techniques for market management. The core thought of CRM is that the organization providing products or service discovers, retains and exalts valued customers, sequentially improve the profitting capability (economic results and social results) and enhance the competitive ascendency. The thought involves taking the customer as one of the most important resources for enterprises development, overall administrating the multifarious relationships between the enterprise and the customer,further advancing the marketing-chain management etc. Furthermore, practice demonstrates that there are four aspects which should be paid much attention to when CRM is implemented. They are to clarify the implementation strategy, to reform the business process, to choose the right cooperator and to value work related to the customer.