【计算机专业文献翻译】CRM的价值基于客户细分

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crm概念及作用

crm概念及作用
CRM（Customer Relationship Management，客户关系管理）是一种以客户为中心的企业管理理念和方法。

它通过收集、整理和分析客户信息，实现对客户需求的深入理解和满足，从而提高企业的市场竞争力和盈利能力。

CRM的核心是客户价值。

企业通过CRM系统，可以更好地了解客户的需求和行为，从而提供更个性化、更高质量的产品和服务，提高客户满意度和忠诚度。

同时，CRM也可以帮助企业更有效地进行市场营销和销售活动，提高销售效率和利润。

CRM的作用主要体现在以下几个方面：
1. 提高客户满意度：通过CRM系统，企业可以及时响应客户的需求和问题，提供满意的解决方案，从而提高客户的满意度。

2. 提高客户忠诚度：CRM可以帮助企业建立和维护与客户的长期关系，通过提供优质的服务和产品，使客户成为企业的忠实粉丝。

3. 提高销售效率：CRM系统可以帮助销售团队更好地管理客户信息，跟踪销售过程，提高销售效率。

4. 提高市场竞争力：通过CRM系统，企业可以更好地了解市场动态和竞争态势，制定有效的市场策略，提高市场竞争力。

5. 降低运营成本：CRM可以帮助企业优化业务流程，提高工作效率，降低运营成本。

6. 创新业务模式：CRM可以帮助企业发现新的商业机会，创新业务模式，实现业务的持续发展。

总的来说，CRM是一种以客户为中心，以提高客户价值为目标的管理方法。

它可以帮助企业更好地理解和满足客户的需求，提高客户满意度和忠诚度，提高销售效率和市场竞争力，降低运营成本，创新业务模式。

因此，CRM已经成为现代企业管理的重要组成部分。

客户分级管理名词解释

客户分级管理名词解释
客户分级管理（CRM）是一种由企业主管向客户提供服务的组织
管理理念。

它的目的是能够为客户提供更优质、更快捷的服务，建立更长远的客户关系。

客户分级管理将根据客户的消费数据、购买行为及其他要素对客户进行分类，以更好地为客户提供服务。

客户分级管理可以更有效地识别客户价值和服务需求，并据此制定相应的管理策略，以达到企业效益的最大化。

通过分级管理，企业可以更准确地预测客户消费需求，制定出有针对性的营销策略，实现客户价值的最大化。

客户分级分为几种常见的类型：VIP客户、重要客户、普通客户和潜在客户。

VIP客户是指企业经常与之合作的重要客户，企业非常重视VIP客户，并为其提供优质的服务。

重要客户是指企业向其提供产品和服务，但不能达到VIP客户要求的客户。

普通客户是指企业经常与之合作的其他客户，他们对企业提供的产品和服务有一定的市场价值。

潜在客户是指潜在的消费者或新客户，企业面对这类客户的处理主要是搜集客户信息，尝试吸引潜在客户的消费行为。

企业实施客户分级管理需要收集和分析相关数据，结合客户特征，对客户进行分类，并根据其特征制定服务策略。

例如，第一步要收集客户基本信息，如联系方式、客户性别和消费习惯；第二步要收集客户的消费数据，客户的消费行为及其他数据；第三步是分析客户基本数据，并对客户进行分类；最后，根据客户分类，制定客户服务策略，为不同客户提供特定的服务。

客户分级管理有助于企业更有效地利用营销资源，有效地对抗市场竞争，提高销售额，提高客户满意度。

客户分级管理是企业未来竞争的重要工具，是企业实现客户价值最大化的重要手段，是企业成功发展的必备管理理念。

企业客户关系管理外文文献翻译

文献信息文献标题：Customer Relationship Management (CRM)-Philosophy and its Significance for the Enterprise（客户关系管理（CRM）的理念及其对企业的意义）文献作者及出处：Idzikowski A, Kuryło P, Cyganiuk J, et al. Customer Relationship Management (CRM)-Philosophy and its Significance for the Enterprise[J]. System Safety: Human-Technical Facility-Environment, 2019, 1(1): 1004-1011.字数统计：英文3107单词，17349字符；中文5459汉字外文文献Customer Relationship Management (CRM)-Philosophy and its Significance for the EnterpriseAbstract The article presents the CRM (Customer Relationship Management) philosophy. The principles of building the CRM strategy, enabling building and strengthening ties with the client (including ensuring its safety in relationship with a company), thanks to which the company can expect continuous sales, have been presented. Exemplary tools used in CRM (such as: call centre, contact centre, key account management) are listed and described. An attempt has been made to assess the cost-effectiveness of implementing the CRM philosophy in the enterprise based on the SWOT analysis. The strengths, weaknesses, opportunities and threats of such an undertaking were analysed, and the results were presented in the summary and final conclusions.Keywords: CRM (Customer Relationship Management), call center, contact center, key account management, lead management, risks in relations with clients, customer safety1.INTRODUCTIONCRM is an abbreviation of the concept of Customer Relationship Management (Haenlein, 2017). CRM is the entire philosophy that combines a marketing concept with a business strategy on how to effectively manage customer relationships. The centre and also the object of interest is the client and their needs, including its safety in relationship with a company. According to Dr. Robert Shaw from Shaw Consulting, the author of the book "Measuring and Valuing Customer Relationships", CRM is “an interactive process of gaining an optimal balance between the organization's investments and the satisfaction of its clients in order to maximize profits”. The Main Statistical Office defines CRM as "Management methodology, which assumes the client being in the centre of business activities and is based on the intensive use of information technology to collect, combine, process and analyse customer information". CRM is a process that is constantly evolving and "requires abandoning the traditional business model focused on the organization. Supported by thoughtful investments in people, technology and business processes, CRM is the way of how the company meets its clients' needs" (Zachara, 2001).In business terms, CRM is a strategy "based on building customer loyalty towards an enterprise/brand by developing long-term, mutually beneficial relationships using the latest advances in information processing technology" (Deszczyński and Deszczyński, 2011).In marketing terms, CRM is a philosophy aimed at satisfying the client's needs, thanks to which effective marketing and effective sales are ensured. In marketing terms, CRM relies on "identifying, winning and educating customer loyalty, and in particular on collecting, integrating, processing and disseminating customer information in all the involved organizational units through possible information distribution channels" (Frąckiewicz and Rudawska, 2004).In IT terms, CRM is a tool whose task is to support the CRM philosophy in the company, so that the management of customer relations is more effective. CRM systems "collect data about clients, competition, contacts, negotiations, transactions, and marketing activities of the organization" (Stasieńko, 2007; Kaoud, 2018). CRM asa tool collects and combines various types of applications in the field of data processing and transfer, from marketing, sales, business and customer service areas. This system is called "a data warehouse with a specific profile, intended for managers of marketing and sales departments, used to analyze the behaviour and profile of customers, their response to marketing campaigns or the quality of the sellers' work" (Todman, 2003).2.DEVELOPING THE CRM STRATEGYThe first stage in developing a CRM strategy is undoubtedly defining the company's goal, i.e. what type of products the company wants to focus on, how these products should be sold, who will be a potential customer. Firstly, it is necessary to specify the product, the target group of recipients, and thus the type of market, eliminating risky clients. To determine the purpose of the company, it is helpful to examine the market and customer needs. The product must meet the customers' needs. The product and its functions should be a solution to a client's problem. It is not difficult to create a product, but matching it to the customers' requirements and fitting it to the market can be a challenge. Before launching the product, it is necessary to know the needs and preferences of individual customers. Information about customers' previous experience with other products is extremely valuable. This will determine the customer's preferences. It is also helpful to measure the level of customer satisfaction, thanks to which customer preferences will be defined (Maciejewski, 2012).The next step in building a CRM strategy is acquiring customers. Promotional and marketing campaigns serve this purpose, but they must be thoroughly planned. Customers are tired of excessive information on various products. Therefore, it is important to make it clear to the customer that the product has already been tried and fulfills its role. Customers generally do not have time to become familiar with the features of a given product. They want clear and specific information if anyone has tried this product before and what they think about it, is it safe to use and meet the client's expectations. Therefore more and more companies advertising their productrefer to the opinion of recognised experts (Liczmańska and Wiśniewska, 2011).Customer segmentation plays a major role in acquiring clients. Therefore, it is necessary to select customers who will generate profit for the company through their purchase. They are, the so-called, key customers, and therefore the most important for the company, because thanks to them, the company can operate and develop (Latuszek, 2012).Customer-centred approach means meeting their needs and thus gaining their trust. The efficient and thoughtful approach to sales as well as to the preparation of an offer for the customer will be very helpful.In order to gain customer trust, the key issue is good communication. Customers want to feel that they can always contact customer service. All available communication channels (mail, letter, telephone, etc.) should be used, but personal contact is the most important. It is then that the company gets to know the customer better and establishes closer relations. A personal meeting allows to learn about customer's preferences, even in private life. The knowledge of the client's hobby and a friendly conversation on this topic increase the feeling of trust, friendship and safety in the client.Acquiring a client is half the battle. The second half is to maintain them, to build good relationships with them, so they will come back for new products. To maintain the customer, it is advisable to provide them with an appropriate after-sales service. The customer wants to be sure that the company will provide them with advice and answer their questions.2.1.Selected tools of CRMIn addition to the basic product, companies are increasingly offering additional services to clients. Currently used CRM tools/services for building lasting customer relationships include:•call centre,•contact centre,•key account management,•lead management (applying communication standards in the customer acquiring process),•loyalty management (rules for granting loyalty packages and privileges).2.1.1.Call centerCall centre is a telephone service centre, also called telemarketing. This concept was coined about 40 years ago by Continental Airlines (American airlines). In the 1990s, first applications were created to improve and record customer telephone service. The job duties include telephone contacts with clients, answering their questions, offering various types of services (e.g. placing orders for a customers), solving problems (e.g. technical support in the case of broken equipment) and active sales of products.2.1.2.Contact centreContact centre is a customer service centre. It is an extension of the Call Center, since it enables contacts between customers and employees not only by phone but also by e-mail, letter, chat, video calls, text messages, etc. It is more customer-friendly because it gives them the opportunity to choose the type of contact with the service office. For employees, this is a challenge and a break from monotony, because they have many communication channels at their disposal. The contact center, as the name suggests, is focused on constant contacts with the client, problem solving, consulting and sales. Nowadays, companies offer more and more modern forms of communication with the client, such as video calls, where the client and consultant can see and talk freely. Thanks to this type of solutions, the company can serve clients from all over the world (Szybalski, 2008).2.1.3.Key Account ManagementThe term Key Account Management, relates to a person managing key clients. The Key Account Manager's tasks include caring for key clients, advising them and presenting the company's product range. He is also responsible for product sales and trade negotiations. The person also prepares contracts and coordinates their implementation. He/she conducts an active analysis of the market and consumer needs, participates in actions promoting the product. Thus, generally, the duties includeservicing existing clients and acquiring new ones (Zachara, 2001).2.1.4.Lead management (management of information on company offers)This is one of the CRM processes aimed at informing potential customers about the company's offer. At the same time, as part of Lead management, the aim is to obtain information on the recipients' purchasing preferences. One of the tasks is to contact the customer again in order to collect feedback on the product and the offer (Deszczyński, 2013).2.1.5.Loyalty management (management of loyalty packages)Loyalty management aims to retain customers by offering privileges and loyalty packages, e.g. in the form of discounts (Deszczyński, 2013).3.CRM IT SYSTEMCRM IT systems support the processes of the sales cycle, maintaining relations with customers, surveying their satisfaction levels, examining the needs of newly acquired clients as well as the operation of service and consulting activities (Zachara, 2001). This system collects and processes information in the field of: sales, customer service, marketing, time and correspondence management as well as after-sales service.The CRM software consists of (Wróblewska, 2013):•operational component,•communication component,•analytical component,The CRM operational component (front office) is a database of clients and sales-order transactions. It is used to consolidate customer data and to record every contact with the customer. The operational subsystem gathers information about personalized offers for the customer. It enables monitoring of customer service and sales reporting.The CRM analytical component (back office) analyses data collected in the operational CRM. This analysis allows understanding the customer's purchasing behaviour. On this basis, it is possible to analyse and plan promotional campaigns,conduct customer segmentation and forecast sales. The analysis performed by this subsystem helps in making strategic decisions, reducing the risk of failure.The CRM communication component enables direct contact with the client using all available means of communication (telephone, fax, email, etc.). It also allows data transfers between the head office and sales representatives (Wróblewska, 2013).The basic advantages of the CRM include (Stasieńko, 2007):•automatic registration of contacts with clients,•servicing the client by a group of people from the company,•solving the client's problems,•more accurate and realistic sales planning,•greater number of customers served,•faster responding to clients' enquiries.4.IMPLEMENTATION OF CRM STRATEGY IN ENTERPRISE – PROBLEM ANALYSIS4.1.Problem definitionA lot of enterprises are struggling with declining sales and loss of customers. This is related to the fact that companies apply a traditional marketing model in sales: they value sales results rather than customer relationships. Companies focus on reducing costs and increasing production. Costs reduction leads to lower quality. Focusing on increasing production and costs leads to neglecting customer needs. Companies do not research the market, and thus do not know what product the potential buyer is looking for. Companies focus on one-off sales, they do not maintain customer relationships. The lack of ties leads to the loss of the client, who will look for more optimal, competitive solutions. As part of the cost reduction many companies do not introduce loyalty packages, e.g. in the form of discounts, which discourages the client from cooperation with the company. The lack of attractive, personalized offers also contributes to reducing the customer portfolio. Enterprises do not segment customers, "safe" for the company, and thus they do not focus on the most profitable customers. Directing the same offer to all recipients leads todeepening financial losses. It also results in the loss of competitiveness on the market. Another problem is the lack of tools allowing efficient customer service and after-sales service. Without these tools, the company can not develop its range of products because it does not have any valuable feedback from customers. Companies do not collect information about key clients or such information is collected in a chaotic manner, which makes it difficult to build good customer relationships.All of the presented problems can be reduced to the basic problem, which is the lack of customer relationship management in the company. In the long term, this problem leads to:•worsening of the company image on the market,•the loss of cometitiveness,•the loss of customers,•the loss of revenues and profits,•worsening of cash flow and the company profitability,•declining sales,•increase in number of complaints.4.2.Suggested solutionsThe solution to the declining and inefficient sales is the introduction of the CRM strategy in the company. It is a client's needs oriented solution. The introduction of CRM in an enterprise involves the reorganization of work in the company. For this purpose, the company sets its goals and promotes the idea of CRM in the company. Each employee must understand the essence of CRM and identify with it. The database thus created will allow the analysis of the target market and the identification of key clients. Next, the company should develop and implement a marketing strategy using selected CRM tools, such as customer service, after-sales service and loyalty packages for regular customers. Support for the implementation of CRM in the enterprise will be provided by a computerized CRM system that will integrate the company's operations. Companies that implement CRM are advised to consult specialists in the field of customer relationship management. Experts will advise on how to start, how to implement CRM effectively and economically.4.3.SWOT analysis of the suggested solutionTable 1 presents the SWOT analysis of the suggested solution for the issues analysed in the article.Table 1 SWOT analysis – strengths and weaknessesTable 2 SWOT analysis – threats and opportunities5.Conclusions“Considering all the problems faced by today's organization, it can be stated that the CRM, as a business concept, fosters the complex approach to the client, and in particular the determination of the company's ability to implement the product, service and their combination that will be attractive to customers. It helps to establish the company's ability to acquire new and retain loyal customers, to increase customer satisfaction and to strengthen loyalty” (Maciejewski, 2012). The implementation of the CRM strategy allows to significantly optimize costs and increase the margin. The percentage of sales also increases, and so does the profit of the company, and the levelof customer confidence. The policy of focusing on the client's needs strengthens the company's image on the market and makes it attractive to potential recipients of goods or services.However, it should be remembered that introducing the CRM into the company may cause changes in its organization and the way of thinking. The introduction of CRM, and especially the CRM computer system is a long and expensive process. If the company does not clearly define its goals, the implementation may be unsuccessful.Although the implementation of the CRM philosophy in a company is an expensive and time-consuming process, it is profitable and beneficial in the long run. Considering the fact that CRM is a tool that may help to build long-lasting relationships with customers, and thus increase sales, it can be assumed that the investment in CRM implementation will return, provided that the company's operations are thouroughly thought through.中文译文客户关系管理（CRM）的理念及其对企业的意义摘要本文介绍了CRM（客户关系管理）的理念。

什么是CRM

什么是CRM?- -全世界性产品多余及产品同质化，使企业进展的主导因素从产品价值转向客户需求，客户成为企业的核心资源。

客户关系是指围绕客户生命周期发生、进展的信息归集。

客户关系治理的核心是客户价值治理，它将客户价值分为既成价值、潜在价值和模型价值，通过"一对一"营销原那么，知足不同价值客户的个性化需求，提高客户忠诚度和保有率，实现客户价值持续奉献，从而全面提升企业盈利能力。

CRM（Customer Relationship Management），即客户关系管理。

这个概念最初由Gartner Group提出来，而在最近开始在企业电子商务中流行。

CRM的主要含义就是通过对客户详细资料的深入分析，来提高客户满意程度，从而提高企业的竞争力的一种手段，它主要包含以下几个主要方面（简称7P）：客户概况分析（Profiling）包括客户的层次、风险、爱好、习惯等；客户忠诚度分析（Persistency）指客户对某个产品或商业机构的忠实程度、持久性、变动情况等；客户利润分析（Profitability）指不同客户所消费的产品的边缘利润、总利润额、净利润等；客户性能分析（Performance）指不同客户所消费的产品按种类、渠道、销售地点等指标划分的销售额；客户未来分析（Prospecting）包括客户数量、类别等情况的未来发展趋势、争取客户的手段等；客户产品分析（Product）包括产品设计、关联性、供应链等；客户促销分析（Promotion）包括广告、宣传等促销活动的管理。

在不同场合下，CRM可能是一个管理学术语，可能是一个软件系统，而通常我们所指的CRM，是指用计算机对上述分析流程自动化的软件系统，其中涉及销售、市场营销、客户服务以及支持应用等软件。

它的目标是缩减销售周期和销售成本、增加收入、寻找扩展业务所需的新的市场和渠道以及提高客户的价值、满意度、赢利性和忠实度。

在传统企业引入电子商务后，企业关注的重点由提高内部效率向尊重外部客户转移。

外文翻译--客户关系管理(CRM)的理论及应用研究

本科生毕业设计（论文）外文翻译外文题目：A Strategic Framework for Customer Relationship Management 译文题目：客户关系管理的战略框架学生姓名：专业：工业工程指导教师姓名：评阅日期：Adrian Payne & Pennie FrowA Strategic Framework for Customer RelationshipManagementOver the past decade, there has been an explosion of interest in customer relationship management (CRM) by both academics and executives. However, despite an increasing amount of published material, most of which is practitioner oriented, there remains a lack of agreement about what CRM is and how CRM strategy should be developed. The purpose of this article is to develop a process-oriented conceptual framework that positions CRM at a strategic level by identifying the key crossfunctional processes involved in the development of CRM strategy. More specifically, the aims of this article are•To identify alternative perspectives of CRM,•To emphasize the importance of a strategic approach to CRM within a holistic organizational context,•To propose five key generic cross-functional processes that organizations can use to develop and deliver an effective CRM strategy, and•To develop a process-based conceptual framework for CRM strategy development and to review the role and components of each process.We organize this article in three main parts. First, we explore the role of CRM and identify three alternative perspectives of CRM. Second, we consider the need for a cross-functional process-based approach to CRM. We develop criteria for process selection and identify five key CRM processes. Third, we propose a strategic conceptual framework that is constructed of these five processes and examine the components of each process.The development of this framework is a response to a challenge by Reinartz, Krafft, and Hoyer (2004), who criticize the severe lack of CRM research that takes a broader, more strategic focus. The article does not explore people issues related to CRM implementation. Customer relationship management can fail when a limitednumber of employees are committed to the initiative; thus, employee engagement and change management are essential issues in CRM implementation. In our discussion, we emphasize such implementation and people issues as a priority area for further research.CRM Perspectives and DefinitionThe term “customer relationship management” emerged in the information technology (IT) vendor community and practitioner community in the mid-1990s. It is often used to describe technology-based customer solutions, such as sales force automation (SFA). In the academic community, the terms “relationship marketing” and CRM are often used interchangeably (Parvatiyar and Sheth 2001). However, CRM is more commonly used in the context of technology solutions and has been described as “information-enabled relationship marketing” (Ryals and Payne 2001, p.3). Zablah, Beuenger, and Johnston (2003, p. 116) suggest that CRM is “a philosophically-related offspring to relationship marketing which is for the most part neglected in the literature,” and they conclude that “further exploration of CRM and its related phenomena is not only warranted but also desperately needed.”A significant problem that many organizations deciding to adopt CRM face stems from the great deal of confusion about what constitutes CRM. In interviews with executives, which formed part of our research process (we describe this process subsequently), we found a wide range of views about what CRM means. To some, it meant direct mail, a loyalty card scheme, or a database, whereas others envisioned it as a help desk or a call center. Some said that it was about populating a data warehouse or undertaking data mining; others considered CRM an e-commerce solution, such as the use of a personalization engine on the Internet or a relational database for SFA. This lack of a widely accepted and appropriate definition of CRM can contribute to the failure of a CRM project when an organization views CRM from a limited technology perspective or undertakes CRM on a fragmented basis.The definitions and descriptions of CRM that different authors and authorities use vary considerably, signifying a variety of CRM viewpoints. To identify alternativeperspectives of CRM, we considered definitions and descriptions of CRM from a range of sources, which we summarize in the Appendix. We excluded other, similar definitions from this list.Grabner-Kraeuter and Moedritscher (2002) suggest that the absence of a strategic framework for CRM from which to define success is one reason for the disappointing results of many CRM initiatives. This view was supported both by the senior executives we interviewed during our research and by Gartner’s (2001) research. Our next challenges were to identify key generic CRM processes using the previously described selection criteria and to develop them into a conceptual framework for CRM strategy development.Our literature review found that few CRM frameworks exist; those that did were not based on a process-oriented cross-functional conceptualization of CRM. For example, Sue and Morin (2001, p. 6) outline a framework for CRM based on initiatives, expected results, and contributions, but this is not process based, and “many initiatives are not explicitly identified in the framework.” Winer (2001, p. 91) develops a “basic model, which contains a set of 7 basic components: a database of customer activity; analyses of the database; given the analyses, decisions about which customers to target; tools for targeting the customers; how to build relationships with the targeted customers; privacy issues; and metrics for measuring the success of the CRM program.” Again, this model, though useful, is not a crossfunctional process-based conceptualization. This gap in the literature suggests that there is a need for a new systematic process-based CRM strategy framework. Synthesis of the diverse concepts in the literature on CRM and relationship marketing into a single, process-based framework should provide practical insights to help companies achieve greater success with CRM strategy development and implementation.Interaction ResearchConceptual frameworks and theory are typically based on combining previous literature, common sense, and experience (Eisenhardt 1989). In this research, weintegrated a synthesis of the literature with learning from field-based interactions with executives to develop and refine the CRM strategy framework. In this approach, we used what Gummesson (2002a) terms “interaction research.” This form of research originates from his view that “interaction and communication play a crucial role” in the stages of research and that testing concepts, ideas, and results through interaction with different target groups is “an integral part of the whole research process” (p. 345). The sources for these field-based insights, which include executives primarily from large enterprises in the business-tobusiness and business-to-consumer sectors, included the following:•An expert panel of 34 highly experienced executives;•Interviews with 20 executives working in CRM, marketing, and IT roles in companies in the financial services sector;•Interviews with six executives from large CRM vendors and with five executives from three CRM and strategy consultancies;•Individual and group discussions with CRM, marketing, and IT managers at workshops with 18 CRM vendors, analysts, and their clients, including Accenture, Baan, BroadVision, Chordiant, EDS, E.piphany, Hewlett-Packard, IBM, Gartner, NCR Teradata, Peoplesoft, Oracle, SAP, SAS Institute, Siebel, Sybase, and Unisys;•Piloting the framework as a planning tool in the financial services and automotive sectors; and•Using the framework as a planning tool in two companies: global telecommunications and global logistics. Six workshops were held in each company.Process Identification and the CRM FrameworkWe began by identifying possible generic CRM processes from the CRM and related business literature. We then discussed these tentative processes interactively with the groups of executives. The outcome of this work was a short 170 / Journal of Marketing, October 2005 list of seven processes. We then used the expert panel of experienced CRM executives who had assisted in the development of the process selection schema to nominate the CRM processes that they considered important andto agree on those that were the most relevant and generic. After an initial group workshop, each panel member independently completed a list representing his or her view of the key generic processes that met the six previously agreed-on process criteria. The data were fed back to this group, and a detailed discussion followed to help confirm our understanding of the process categories.As a result of this interactive method, five CRM processes that met the selection criteria were identified; all five were agreed on as important generic processes by more than two-thirds of the group in the first iteration. Subsequently, we received strong confirmation of these as key generic CRM processes by several of the other groups of managers. The resultant five generic processes were (1) the strategy development process, (2) the value creation process, (3) the multichannel integration process, (4) the information management process, and (5) the performance assessment process.We then incorporated these five key generic CRM processes into a preliminary conceptual framework. This initial framework and the development of subsequent versions were both informed by and further refined by our interactions with two primary executive groups: mangers from the previously noted companies and executives from three CRM consulting firms. Participants at several academic conferences on CRM and relationship marketing also assisted with comments and criticisms of previous versions. With evolving versions of the framework, we combined a synthesis of relevant literature with field-based interactions involving the groups. The framework went through a considerable number of major iterations and minor revisions; the final version appears in Figure 2.This conceptual framework illustrates the interactive set of strategic processes that commences with a detailed review of an organization’s strategy (the strategy development process) and concludes with an improvement in business results and increased share value (the performance assessment process). The concept that competitive advantage stems from the creation of value for the customer and for the business and associated cocreation activities (the value creation process) is well developed in the marketing literature. For large companies, CRM activity will involvecollecting and intelligently using customer and other relevant data (the information process) to build a consistently superior customer experience and enduring customer relationships (the multichannel integration process). The iterative nature of CRM strategy development is highlighted by the arrows between the processes in both directions in Figure 2; they represent interaction and feedback loops between the different processes. The circular arrows in the value creation process reflect the cocreation process. We now examine the key components we identified in each process. As with our prior work, we used the interaction research method in the identification of these process components.客户关系管理的战略框架在过去的十年里，管理层和学术界对客户关系管理（CRM）的兴趣激增。

crm名词解释

crm名词解释CRM，全称是客户关系管理，指的是企业利用先进的技术手段进行客户信息的采集、处理、跟踪、营销、服务以及分析等一系列管理活动，从而提升客户忠诚度、增加销售额和市场竞争力。

CRM能够集成各种外部信息源，包括客户的信息、市场、竞争对手等，同时通过数据的整合、分析和利用，支持企业维持良好的客户关系，以达到企业自身经营发展目标的提升。

CRM的主要特点：一、客户导向——以客户为中心，实现对客户信息的全面管理和分析，从而实现不同客户的差异化营销和服务。

二、全面覆盖——包括销售、市场、客服、物流等所有与客户相关的业务流程，确保企业对客户的全面管理。

三、高度自动化——通过IT技术手段，实现系统功能的自动化，减少人为操作，提高工作效率和准确性。

四、可渐进式落地——CRM系统可以按照企业的不同规模和需求，选择不同的实施策略，并且可以逐步完成系统建设和应用。

五、强大的数据分析——CRM系统中的数据可以通过各种统计分析工具进行分析，挖掘出有价值的商业信息，有效提高企业的运营效率和竞争力。

CRM的优势：1、整合资源解决信息孤岛问题，归集企业各个部门的客户信息；2、全面客户视图搭建客户生命周期管理，客户的信息、需求以及关系管理的全面视图；3、提供精细化营销通过对客户特征和行为进行分析，从而为客户提供更优质、服务和营销；4、提高客户忠诚度，通过快速响应客户需求，提供个性化服务提升客户满意度和忠诚度；5、提高效率和降低成本，客户信息共享、联络、沟通体系的建立，从而提高响应速度，降低沟通成本。

总之，CRM是一个能够帮助企业在客户管理方面实现全面、高效、智能化管理的重要工具。

随着企业对客户管理要求的不断提高，CRM的应用也不断发展成熟，成为企业提高竞争力和创新发展的重要战略手段。

什么是crm和crm指的是什么

什么是crm和crm指的是什么CRM即客户关系管理，是指企业用CRM技术来管理与客户之间的关系，那么你对CRM了解多少呢?以下是由店铺整理关于什么是crm的内容，希望大家喜欢!crm的定义"CRM是企业的一项商业策略，它按照客户细分情况有效的组织企业资源，培养以客户为中心的经营行为以及实施以客户为中心的业务流程，并以此为手段来提高企业的获利能力、收入以及客户满意度。

"CRM实现的是基于客户细分的一对一营销，所以对企业资源的有效组织和调配是按照客户细分而来的，而以客户为中心不是口号，而是企业的经营行为和业务流程都要围绕客户，通过这样的CRM手段来提高利润和客户满意度。

"CRM是一种以客户为中心的经营策略，它以信息技术为手段，对业务功能进行重新设计，并对工作流程进行重组。

"这个定义则从战术角度来阐述的。

CRM是一种基于企业发展战略上的经营策略，这种经营策略是以客户为中心的，不再是产品导向而是客户需求导向;信息技术是CRM实现所凭借的一种手段，这也说明了信息技术对于CRM不是全部也不是必要条件。

CRM是重新设计业务流程，对企业进行业务流程重组(BPR)，而这一切是基于以客户为中心，以信息技术(CRM系统)为手段。

"CRM指的是企业通过富有意义的交流沟通，理解并影响客户行为，最终实现提高客户获得、客户保留、客户忠诚和客户创利的目的。

"在这个定义中，充分强调了企业与客户的互动沟通，而且这种沟通是富有意义的，能够基于此来了解客户并在了解客户的基础上能够影响引导客户的行为，通过这样的努力最终实现的是获取更多的客户、保留原来的老客户、提高客户的忠诚度，从而达到客户创造价值的目的。

CRM是现代营销管理理念和信息技术的完美结合。

CRM是以“客户”为中心，以“销售团队管理”为核心，以流程与执行力为诉求的企业级“企业运营管理”平台。

在这个定义中，较完善的阐述了CRM是企业运营平台级，强调客户与团队的结合。

基于价值的客户关系管理及其应用

基于价值的客户关系管理及其应用随着市场竞争的日益激烈，企业与客户之间的关系变得越来越重要。

基于价值的客户关系管理（Value-Based Customer Relationship Management，VBCRM）已成为企业获取竞争优势的重要手段。

通过实施VBCRM，企业可以更好地了解客户需求，提高客户满意度，降低成本，从而增加企业价值和市场份额。

基于价值的客户关系管理是一种以客户为中心的管理理念，它客户的需求、偏好和行为，并根据客户为企业带来的价值来识别和区分客户。

VBCRM的特点在于，它不仅客户的基本信息，还注重分析客户的消费行为和偏好，以更好地了解客户的需求和期望。

同时，VBCRM还强调根据客户的不同价值，采取不同的营销策略和服务水平，以实现企业的最大利润。

实施VBCRM可以带来多方面的优点。

它可以帮助企业更好地了解客户需求和偏好，从而更准确地定位产品和服务，提高客户满意度。

VBCRM 可以降低企业的营销成本，因为企业可以根据客户的价值来判断是否值得投入更多的资源来保留或吸引客户。

VBCRM还可以提高企业的客户保持率，因为企业可以根据客户的价值和需求来制定更有效的客户保留策略。

VBCRM可以帮助企业拓展市场份额，因为企业可以根据客户的价值和需求来制定更有针对性的营销策略。

基于价值的客户关系管理广泛应用于各个领域。

在金融行业，银行可以根据客户的价值和需求来制定不同的信用卡和贷款产品，以提高客户满意度和降低营销成本。

在保险行业，保险公司可以根据客户的价值和需求来制定不同的保险产品和定价策略，以提高客户满意度和降低成本。

在制造业，企业可以根据客户的需求和偏好来定制产品和服务，以提高客户满意度和降低成本。

某大型商业银行在实施VBCRM后，根据客户的金融资产、消费行为和偏好等信息，将客户分为高价值客户和低价值客户。

对于高价值客户，银行提供了私人银行服务、高额信用卡透支额度、贷款利率优惠等个性化服务，以保持这些客户的忠诚度并获取更多的业务机会。

CRM系统营销自动化与数据分析

CRM系统营销自动化与数据分析CRM（Customer Relationship Management）系统是一种用于管理和提升企业与客户关系的工具。

随着市场竞争的加剧和消费者需求的不断变化，企业需要更加精细化、个性化的营销策略来满足客户需求，提高客户满意度和忠诚度。

CRM系统的营销自动化和数据分析功能，成为企业成功实施精细化营销策略的重要工具。

一、CRM系统的营销自动化功能营销自动化是指通过计算机技术和软件系统来实现营销过程的自动化操作，从而提高营销效率和效果。

CRM系统通过整合和分析海量的客户数据，实现以下几个方面的营销自动化功能。

1. 客户分析与细分：CRM系统可以帮助企业对客户进行深入的分析和细分，了解不同类型客户的需求和偏好。

在进行市场定位和产品定价时，企业可以根据CRM系统提供的客户数据，精确划分目标市场，并为不同类型客户提供个性化的产品和服务。

2. 营销活动管理：CRM系统可以将企业的营销活动整合到一个平台上，包括市场调研、推广活动、促销策略等。

通过CRM系统的营销自动化功能，企业可以自动化地管理和监控营销活动的执行情况，进行实时数据分析和反馈，及时调整和优化营销策略，提高活动的效果和回报率。

3. 销售线索跟踪与管理：CRM系统可以帮助企业从各种渠道获取销售线索，并对其进行跟踪和管理。

通过CRM系统的营销自动化功能，企业可以对销售线索进行全程跟踪和记录，包括线索来源、跟进记录、销售阶段等信息。

同时，CRM系统还可以根据线索属性和行为，自动进行线索评估和分配，提高销售团队的工作效率和成交率。

4. 营销资源整合与共享：CRM系统可以将企业的营销资源（包括人员、物料、资金等）进行整合和共享。

通过CRM系统的营销自动化功能，企业可以实现资源的有效调配和利用，提高营销活动的协同效率和一体化推进。

二、CRM系统的数据分析功能数据分析是CRM系统中最核心、最重要的功能之一。

通过对大量客户数据的分析，企业可以深入了解客户需求和行为，为精细化营销提供有力支持。

浅谈客户关系管理（CRM）

浅谈客户关系管理（CRM）浅谈客户关系管理(CRM)1 前言由于ERP系统本身功能方面的局限性，也由于IT技术发展阶段的局限性，ERP系统并没有很好地实现对供应链下游(客户端)的管理，针对市场中的客户多样性，ERP并没有给出良好的解决办法。

于是在1999年，Gartner Group Inc 公司提出了CRM概念(Customer Relationship Management，客户关系管理)。

从20世纪90年代末期开始，CRM市场一直处于一种爆炸性增长的状态。

CRM是英文Customer Relationship Management的缩写，起源于20世纪80年代初提出的“接触管理”，即专门收集整理客户与公司联系的所有信息。

到20世纪90年代初期则演变成为包括电话服务中心与支援资料分析的客户服务(Customer Care)。

经历了近20年的不断发展，客户关系管理不断演变发展并趋向成熟，最终形成了一套完整的管理理论体系。

CRM目前已经成为全球最炙手可热的市场之一。

我们实际上可以从三个层面理解CRM：CRM是一种现代的经营管理理念；CRM 包含的是一整套管理系统；CRM则意味着一套应用软件系统。

三个层次是层层递进的。

其中，CRM管理思想是CRM概念的核心，没有CRM的管理思想指导，CRM 系统的开发也就失去了灵魂和方向。

CRM系统正是结合了先进的CRM管理思想以及先进业务模式，并采用信息产业的最新成果，为CRM管理思想的实现构筑了现实的信息平台。

从根本说来，CRM所体现的是一种管理的思想和理念，它把管理理念和业务实践融合在一起，集成了销售、定单管理、客户服务以及协调和统一在客户生命周期内与客户交互的所有信息，它可以帮助你管理单个客户，通过快速响应和高效的服务建立同客户之间的牢固关系。

实际上，客户关系管理是一种以客户为中心的经营策略，它以信息技术为手段，并对工作流程进行重组，以赋予企业更完善的客户交流能力，最大化客户的收益率。

客户关系管理相关理论

客户关系管理相关理论客户关系管理(CRM)是一个企业管理的理论和实践体系，通过对客户进行全面的分析、交流和管理，使企业与客户之间的关系变得更加紧密，从而满足客户需求、提高客户忠诚度和增加企业盈利。

CRM理论包括客户分类理论、客户生命周期理论、客户忠诚度理论、客户关系发展理论等。

一、客户分类理论客户分类理论指的是将客户根据其购买力、购买行为等特征进行分类。

这些特征可以包括消费金额、购买频率、购买种类等。

根据分类的结果，企业可以有针对性地开展客户管理工作，为不同的客户提供不同的服务。

通常来说，客户可以分为高价值客户、潜在客户、一般客户和低价值客户。

高价值客户是企业最重要的客户群体，他们拥有较高的购买力和忠诚度。

对于这一类客户，企业可以采取个性化的服务、优惠政策、礼品赠送等手段，来维护其满意度和忠诚度。

潜在客户是指有一定潜力的客户，虽然他们当前的购买力和购买行为并不突出，但是他们具有发展空间，可以成为企业的长期合作伙伴。

一般客户是指购买力和购买行为一般的客户，他们对企业产品和服务的需求并没有较高的要求，但是也要善于保持他们的忠诚度，维持他们的购买欲望。

低价值客户是指购买力和购买行为相对较低的客户，他们通常只购买企业产品和服务的基础款项，对企业的利润贡献较小。

对于这一类客户，企业可以提供基本的客户服务，但不必花费太多精力和资源。

通过客户分类理论，企业可以更清晰地了解自己的客户群体，为不同的客户提供不同的服务与管理，提高客户满意度和忠诚度，从而增加企业营收和利润。

二、客户生命周期理论客户生命周期理论是指将客户的整个购买行为过程分为不同的阶段，通过分析客户在不同阶段的行为和需求，来制定针对性的营销和管理策略。

客户生命周期可以分为引进阶段、成长阶段、成熟阶段和衰退阶段。

引进阶段是指客户第一次与企业接触的阶段，通常是通过产品宣传、广告、促销等手段吸引客户的注意。

在这一阶段，企业需努力提高对产品和企业的关注度，吸引客户的兴趣，促使客户首次购买。

客户关系管理的名词解释

客户关系管理的名词解释客户关系管理（Customer Relationship Management，CRM）是一种商业策略和管理理念，旨在建立和维护与客户之间的良好关系，以实现持续的业务增长和客户满意度提升。

CRM通过整合和分析客户信息，以及运用相关技术和流程，帮助企业更好地了解客户需求，提供个性化的产品和服务，增加客户忠诚度，并开展有效的营销活动。

在CRM中，客户被视为企业最重要的资产之一。

通过建立有效的沟通渠道，CRM帮助企业了解客户的偏好、行为和需求，从而更好地满足客户的期望。

CRM的目标是建立长期稳定的客户关系，以提高客户满意度、增加客户忠诚度，并实现持续的销售增长。

CRM包括多个方面的内容和功能，例如客户数据管理、销售管理、市场营销管理和服务管理等。

客户数据管理涉及收集、整理和存储客户信息，包括个人信息、交易记录、客户反馈等，以便企业能够更好地了解客户需求和行为模式。

销售管理模块帮助企业跟踪销售机会、管理销售团队和提高销售效率。

市场营销管理模块支持企业进行市场细分、制定营销策略和执行营销活动。

服务管理模块帮助企业提供高质量的客户服务，包括客户支持、投诉处理和售后服务等。

CRM的实施需要综合运用技术、流程和人员等资源。

技术方面，CRM系统可以帮助企业集中管理和分析客户数据，并提供各种功能和工具来支持客户关系管理。

流程方面，企业需要建立有效的流程和规范，以确保CRM系统的正常运作和数据的准确性。

人员方面，企业需要培训和激励员工，使其能够充分理解和运用CRM系统，以提供优质的客户服务和支持。

总之，客户关系管理是一种重要的商业策略和管理理念，通过整合客户信息、运用相关技术和流程，帮助企业建立和维护与客户之间的良好关系，以实现持续的业务增长和客户满意度提升。

crm客户分类管理原则

CRM客户分类管理原则1. 简介CRM（Customer Relationship Management）客户关系管理是指企业通过有效地管理与客户的关系，提高客户满意度和忠诚度，实现销售增长和利润增加的管理方法和工具。

在CRM系统中，客户分类管理是一个重要的环节，通过对客户进行分类，可以更好地了解客户的需求和特点，有针对性地开展营销活动和提供个性化服务，从而提升客户体验和企业业绩。

本文将介绍CRM客户分类管理的原则，帮助企业建立科学有效的客户分类体系，为企业的销售、市场营销和客户服务提供支持。

2. 客户分类的重要性客户分类是将客户按照一定的标准和要求进行划分和归类的过程。

客户分类的重要性主要体现在以下几个方面：2.1 了解客户需求通过客户分类，企业可以更好地了解不同客户群体的需求和特点。

不同的客户有不同的购买习惯、消费能力和偏好，只有深入了解客户，才能提供满足其需求的产品和服务，从而提升客户满意度。

2.2 实施个性化营销客户分类可以帮助企业实施个性化营销策略。

通过对不同客户群体进行细分，企业可以有针对性地制定营销活动和推广方案，提高市场反应率和转化率。

2.3 提高客户忠诚度通过客户分类，企业可以更好地了解客户的喜好和需求，提供个性化的产品和服务，从而增强客户的忠诚度。

忠诚的客户往往更容易推荐企业的产品和服务给他人，帮助企业扩大市场份额。

2.4 优化资源配置客户分类可以帮助企业优化资源配置。

通过对客户进行分类，企业可以将有限的资源更加精准地投入到具有较高价值和潜力的客户上，提高销售效率和资源利用率。

3. CRM客户分类管理原则在进行CRM客户分类管理时，需要遵循以下原则：3.1 数据驱动客户分类管理应基于客户数据进行，采用科学的数据分析方法和工具，如数据挖掘、统计分析等，从客户的行为、属性和价值等方面获取有效的信息，辅助决策和判断。

3.2 多维度考量客户分类应该从多个维度进行考量，包括客户的购买行为、消费能力、地域、偏好、价值等。

客户关系管理在企业市场营销中的价值探讨

客户关系管理在企业市场营销中的价值探讨客户关系管理(Customer Relationship Management, CRM)是一种管理方法论，通过对客户进行分类、分级和管理，建立并维护客户的关系，以提高企业的市场竞争力和盈利能力。

在企业市场营销中，客户关系管理具有以下几个方面的价值。

客户关系管理能够帮助企业了解客户需求，并提供个性化的产品和服务。

通过CRM系统的建立和运用，企业能够对客户进行分类和分级，了解每个客户的需求和偏好，从而针对性地提供个性化的产品和服务。

个性化的产品和服务不仅能够满足客户的需求，还能够增强客户的忠诚度，提高客户满意度，实现销售增长。

通过CRM系统的分析和挖掘，企业还能够了解客户的未来需求，提前预测市场趋势，做出准确的市场决策。

客户关系管理能够提高市场营销团队的效益和效率。

CRM系统可以对客户进行全面管理，包括客户信息、沟通记录、交易历史等等。

这些信息的集中存储和快速查询，能够帮助市场营销团队更好地了解客户的情况，提高工作效率，减少冗余工作。

CRM系统还能够提供数据分析和报表功能，帮助市场营销团队对销售业绩进行跟踪和评估，发现问题并及时调整策略，提高工作效益。

客户关系管理能够增强企业的内外部沟通和协作能力。

CRM系统能够实现企业内部各个部门之间的信息共享和协同工作，避免信息孤岛和资源浪费。

CRM系统还能够与供应商和合作伙伴的系统进行集成，实现企业与外部环境的无缝对接。

这样一来，企业能够更加高效地进行市场竞争，提高资源利用效率，快速响应市场需求。

客户关系管理在企业市场营销中具有重要的价值。

通过客户关系管理，企业能够了解客户需求、提供个性化的产品和服务、提高市场营销团队的效率、增强内外部沟通和协作能力、建立长期稳定的客户关系。

这些价值都能够帮助企业提高市场竞争力和盈利能力，实现企业的可持续发展。

客户关系管理理论与客户价值

客户关系管理理论与客户价值随着市场竞争的日益激烈，企业与客户之间的关系管理变得越来越重要。

客户关系管理（CRM）是一种以客户为中心的经营理念，旨在通过优化客户服务、提高客户满意度和忠诚度，从而增加企业的收入和利润。

本文将探讨客户关系管理理论，并深入分析客户价值在客户关系管理中的重要性。

一、客户关系管理理论客户关系管理理论强调企业与客户之间的互动和沟通，以建立长期、稳定的关系。

该理论的核心思想是将客户视为企业最重要的资源之一，通过提供优质的服务和产品，满足客户的个性化需求，从而提高客户满意度和忠诚度。

客户关系管理理论主要包括以下几个关键要素：1.以客户为中心：企业应将客户放在首位，关注客户需求，提供个性化的产品和服务。

2.优化客户服务：企业应不断优化客户服务流程，提高服务质量和效率，以满足客户需求。

3.数据分析：企业应利用数据分析技术，了解客户需求和行为，以便提供更有针对性的产品和服务。

4.持续改进：企业应不断收集客户反馈，分析数据，不断改进产品和服务，以满足客户需求。

二、客户价值在客户关系管理中的重要性客户价值是指客户对企业产品或服务的感知收益与感知成本之间的对比。

在客户关系管理中，客户价值具有至关重要的意义。

具体表现在以下几个方面：1.客户满意度：客户价值直接影响客户满意度。

如果客户感知收益大于感知成本，则客户会对产品或服务感到满意；反之，如果感知成本大于感知收益，则客户会对产品或服务感到不满。

2.忠诚度：满意的客户更有可能成为忠诚的客户。

忠诚的客户更愿意为企业推荐新客户，从而提高企业的市场占有率。

3.降低营销成本：通过提高客户满意度和忠诚度，企业可以降低营销成本，如广告费用、促销费用等。

4.提高利润：忠诚的客户会为企业带来更高的利润，因为他们对价格不太敏感，更愿意为企业提供长期、稳定的消费支持。

三、如何实现客户价值的最大化为了实现客户价值的最大化，企业可以从以下几个方面入手：1.了解客户需求：企业应通过市场调研、数据分析等方式了解客户需求，以便提供更有针对性的产品和服务。

CRM系统客户分群与精准营销策略

CRM系统客户分群与精准营销策略随着市场竞争的日益激烈，企业发现要想取得持续的竞争优势，就必须深入了解客户需求，并提供个性化的服务。

在这样的背景下，CRM系统成为了企业管理客户关系的重要工具。

而在CRM系统中，客户分群与精准营销策略是实现个性化服务的关键环节。

一、客户分群的意义客户分群是将不同属性和需求的客户划分为若干个具有相似特征的群体的过程。

客户分群的意义在于可以通过针对不同群体的精准营销活动，提高客户满意度和忠诚度，增强企业的市场竞争力。

客户分群有以下几个重要的意义：1. 个性化服务：通过对客户进行分群，企业可以根据不同群体的需求量身定制服务，提供更加个性化的产品和服务，满足客户的差异化需求。

2. 资源优化：对客户进行分群后，企业可以根据不同群体的价值和利润贡献，合理调配资源，将有限的资源集中投入到高价值客户身上，最大化利润。

3. 提高市场响应速度：客户分群可以帮助企业更好地了解客户需求和购买行为，从而更快地响应市场需求，提高反应速度和市场敏锐度。

二、客户分群的方法客户分群的方法有许多种，企业可以根据自身情况选择适合的方法进行客户分群。

以下是几种常见的客户分群方法：1. 按地理位置分群：将客户按照所在地区进行分群，这样可以更好地针对不同地区的客户制定营销策略。

例如，在北方地区冬季较长，企业可以推出针对寒冷天气的产品和促销活动。

2. 按购买行为分群：将客户按照购买频次、购买金额或购买品类进行分群，这样可以识别出高价值客户和潜在价值客户，针对他们制定差异化营销策略。

3. 按偏好和兴趣分群：将客户按照他们的偏好和兴趣进行分群，这样可以将客户分类为喜欢某一种产品或服务的群体，从而开展更加精准的营销活动。

例如，某些客户对环保产品比较感兴趣，企业可以针对这一群体推出环保产品，并加强相关营销活动。

三、精准营销策略的制定当客户分群完成后，企业应该制定相应的精准营销策略，以实现个性化服务。

以下是几个制定精准营销策略的要点：1. 定义营销目标：根据客户分群结果，明确不同群体的营销目标。

客户关系管理crm名词解释

客户关系管理crm名词解释客户关系管理（CustomerRelationshipManagement，CRM）是一种管理方法，旨在通过与客户建立和维护良好的关系，提高客户满意度和忠诚度，从而实现企业的增长和盈利。

以下是一些与CRM相关的术语和定义：1. 客户生命周期管理（Customer Lifecycle Management，CLM）：指企业通过对客户的不同阶段进行管理和营销，实现客户关系的最大价值。

2. 销售自动化（Sales Automation）：通过使用软件和工具来自动化销售流程，如客户开发、销售预测、销售管道管理等。

3. 市场营销自动化（Marketing Automation）：通过使用软件和工具来自动化市场营销流程，如电子邮件营销、社交媒体营销、网站营销等。

4. 客户数据平台（Customer Data Platform，CDP）：一种集中存储客户数据的软件平台，包括客户基本信息、购买行为、交互历史等数据，以便于企业对客户进行分析和管理。

5. 客户体验管理（Customer Experience Management，CEM）：指企业通过在所有接触点提供卓越的客户体验，从而提高客户忠诚度和满意度。

6. 社交媒体管理（Social Media Management）：通过使用软件和工具来管理企业在社交媒体上的品牌形象、客户关系和营销活动。

7. 客户细分（Customer Segmentation）：指将客户划分为不同的群体，根据不同的需求和价值程度，为不同群体提供差异化的服务和营销策略。

8. 客户回馈管理（Customer Feedback Management，CFM）：指企业通过收集客户反馈信息，了解客户需求和满意度，从而改进产品和服务，提高客户满意度和忠诚度。

9. 客户成功管理（Customer Success Management，CSM）：指企业通过提供个性化的培训、支持和咨询服务，帮助客户实现其商业目标，从而提高客户忠诚度和满意度。

CRM系统的价值

CRM系统的价值客户关系管理（crm）是利用信息科学技术，实现市场营销、销售、服务等活动自动化，是企业能更高效地为客户提供满意、周到的服务，以提高客户满意度、忠诚度为目的的一种管理经营方式。

客户关系管理既是一种管理理念，又是一种软件技术。

以客户为中心的管理理念是CRM实施的基础。

目录CRM系统的价值 (1)用友——综合型管理软件提供商 (1)XTOOLS——单一性管理软件提供商 (1)八百客——单一性管理软件提供商 (1)用友——综合型管理软件提供商把基于先进信息技术（包括通信技术）的新思想和最新实践，普及到客户管理与业务活动中。

创造社会价值、实现商业成功。

是亚太本土领先的企业管理软件和企业移动应用、企业云服务提供商，是中国最大的ERP、CRM、人力资源管理、商业分析、内审、小微企业管理软件和财政、汽车、烟草等行业应用解决方案提供商，并在金融、医疗卫生等行业应用以及企业支付、企业通信、管理咨询、培训教育等领域快速发展。

XTOOLS——单一性管理软件提供商XTools公司提倡的一种企业健康发展理念：关注能够把企业思想、执行力、人员、管理工具融合在一起的方案，就像维生素C能促进铁的吸收，维生素D能促进钙磷的吸收一样，“企业维生素”使企业管理者和员工之间信息畅通，让企业进入一种包括制定目标、执行目标、过程控制、结果反馈的有效循环中去。

主要功能：加强企业内部管理、提高销售力、帮助企业找到合适的销售模式、增强管理力度。

八百客——单一性管理软件提供商800APP的客户关系管理系统主要作用有：在不提高市场预算的前提下有效提高商机增长数量；减少业务员工作量，规范销售工作流程，解决效果过程中的撞单、忘单等现象；缩短客户服务解决时间，提高客户满意度；定期维护核心客户，提高客户忠诚度。

主要功能分为市场客户销售过程管理和分销、会员管理今天，已经有越来越多的企业认识到管理信息化的重要性，更加主动地接受管理软件的应用。

但是，选择企业管理软件如同选择合作伙伴，选择一个好的合作伙伴很重要。

CRM的详细简介1

CRM的详细简介CRM CRM(Customer Relationship Management) ，即客户关系管理。

这个概念最初由 Gartner Group 提出来，而在最近开始在企业电子商务中流行。

CRM 的主要含义就是通过对客户详细资料的深入分析，来提高客户满意程度，从而提高企业的竞争力的一种手段。

什么是 CRM CRM（ CustomerRelationshipManagement）就是客户关系管理。

从字义上看，是指企业用 CRM 来管理与客户之间的关系。

CRM 是选择和管理有价值客户及其关系的一种商业策略， CRM 要求以客户为中心的商业哲学和企业文化来支持有效的市场营销、销售与服务流程。

如果企业拥有正确的领导、策略和企业文化， CRM 应用将为企业实现有效的客户关系管理。

CRM 是一个获取、保持和增加可获利客户的方法和过程。

CRM 既是一种崭新的、国际领先的、以客户为中心的企业管理理论、商业理念和商业运作模式，也是一种以信息技术为手段、有效提高企业收益、客户满意度、雇员生产力的具体软件和实现方法。

通过了解哲学、文学和美学领域较早提出的以接受者为1/ 3中心思想，有助于您进一步理解经济学以客户为中心的概念。

惠子讲：子非鱼，安知鱼之乐你不是鱼，你怎么知道鱼快乐不快乐。

如果能够准确把握住接受者的体验，这个人不成为大富豪，也会成为大思想家。

接受美学是汉斯. 罗伯特. 姚斯（ HansRobertJauss）于 1967 年创立的以往的文学和美学研究、创作，都是以作者/艺术家为中心，姚斯则主张根本性地、颠覆地转向以读者/接受者为中心，因此称作接受美学。

它相当于经济学以产品/厂商为中心向以客户为中心的转变，姚斯的读者/接受者中心论体验理论比托夫勒预言的体验经济早了三年，比菲利普. 科特勒完善的 4C理论早了更多年 4C 是后来 CRM 客户关系管理出台并走向成熟的理论源泉之一。

CRM 最大程度地改善、提高了整个客户关系生命周期的绩效。