操作型CRM系统在中小企业中的适用性及风险防范分析

客户关系管理(CRM)是管理理念和管理技术的集成,实施CRM的关键之处在于企业如何通过信息技术实现CRM的经营理念。本文从企业运营效率、顾客满意度、品牌形象等三个角度对操作型客户关系管理(OperationalCRM)系统在中小企业中的应用做出了适用性分析,对可能存在的风险做出相关讨论,并探讨了对中小企业信息化建设的意义。

Suitability Analysis and Risk Prevention in Application of the Operational CRM System in Intermediate and Small Enterprises

Customer Relations hips Management (CRM) is the integration of management concept and management technology, the key of which is how to realize the CRM philosophy through information technology. This essay analyzes the application of Operational CRM System in intermediate and small enterprises from the angles of enterprise operational efficiency, customer satisfaction, brand image; besides the paper also discusses possible risks and the significance of information construction in intermediate and small enterprises.