管理咨询公司的客户关系管理

【最新资料,Word版，可自由编辑！】

摘要

从传统的营销策略来看，企业主要围绕着经典的4P展开市场竞争。虽然4P的经典曾经风光无限，但随着市场的全球化进程以及当今不断变化的国际环境，加上产品和服务的同质化，4P在21世纪的潜力很难实现企业持续竞争优势。从市场结构来看，“卖方市场”正在转向“买方市场”，这场革命对于产品终端的消费者来说，消费者不再被动地接受产品购买，转而开始关注产品的内涵理解和价值体现；对于企业来说，了解客户需求和做好客户服务工作成为企业的中心活动。美国营销学者提出的“4C”营销理念闪亮登场，刚好赶上时代的步伐，针对4C，客户关系管理在当今开始大放异彩。为了探讨CRM在中小企业应用的现实意义，通过分析当前东方博士管理咨询公司在客户关系管理中存在的症结，了解在东方博士实施CRM的意义后，重点在探讨东方博士咨询公司改进客户关系管理的实施步骤，分别从战略、流程、组织、实施顺序等方面掌握CRM的操作，最后涉及到工作中实施的效益，希望能够促进东方博士有效执行CRM，不断提升利润。

关键词：顾客感知价值, 交互式管理, 顾客体验优化, 差异化营销

Abstract

In retrospect, as viewing from the traditional marketing technology, enterprises usually contended in the marketing competition primarily by using classical 4P, and of course which ever gained a main role in that scenario. However, the 4P began difficult to fulfill the fierce competition with globalization advancement and tremendous diversification of modern market environment in addition the homogeneity of the product and service in this new 21’st century. With the development of high technology, the traditional “vendor market” is now transferring to the “buyer market”, consumer began to care about the connotation of his/her purchase or value, no longer satisfied at the passive purchasing. As for enterprise, the company should know well about the customer’s need and how to service by re-engineering the business process. In order to keep pace to the progress, the concept of a new marketing theory aroused, that is 4C, and the significance of customer relationship management for that 4C can be understood easily. For the reason that the practical significance during the mid-and small-scale enterprises, Throughout totally analyze the main problem of customer relationship in the Times Bright China Dong Fang Bo Shi consulting company, we focus on the CRM initiatives after knowing the advantages of CRM implementation, which from strategies, process, organization, the initiatives order etc. Finally we target the CRM initiatives to the reality campaigns and business performance, hope to Bo Shi can execute CRM effectively and efficiently, promote and obtain more profit.

Key words: customer perceived value, customer experience optimization customer interaction management, differential marketing

目录

摘要............................................................................................ II Abstract .................................................................................... II 一、客户关系管理引领营销变革 (7)

（一）客户关系管理步入营销潮流 (7)

（二）东方博士的客户管理变革 (8)

二、东方博士客户管理现状分析 (10)

（一）影响客户关系管理发展的因素 (10)

（二）东方博士客户管理存在的问题 (14)

三、东方博士实施客户关系管理的意义 (16)

（一）有序运作业务，清晰工作职责 (17)

（二）凝聚知识资源，加强组织合作 (17)

（三）提高工作效率，激发工作激情 (17)

（四）增强客户回报，加速利润提升 (17)

四、东方博士客户关系管理实施的建议 (18)

（一）设计CRM整体流程 (18)

（二）确定CRM实施目标 (19)

（三）确定CRM实施时间控制 (20)

（四）规划CRM实施启动 (20)

（五）理清CRM流程顺序 (22)

（六）制定合适的CRM营销流程 (25)

（七）加强CRM知识培训 (27)

（八）强化CRM时间管理 (30)