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避免泡沫的最佳方法,即是将人、过程、技术结合起来,实现投资回报,以防再次出现象ERP那样的失败。大多数在CRM上遭遇失败的企业并没有在精确区分当前客户和目标客户的真实潜力的基础上,严格评估CRM投资的可能回报和效益。他们通常忽略了人力资源、过程和组织的挑战,这些挑战通常代表了实现CRM主要目标的大部分障碍。现在,随便打开一本商业出版物,如果想看不到有关CRM(客户关系管理)的文章几乎是不可能的。当许多人在积极地描述客户关系管理的潜力和提供如何运行CRM的建议时,却只有少数企业在实施CRM时取得了成功。其中一个挑战就是数不清的关于CRM的各种定义。已经成功启动CRM的企业一般采用下面的通用定义:CRM是以客户为中心的商业策略,需要将人、过程、技术结合起来,以实现企业成长和收益能力的提高。虽然对于CRM的定义还存在分歧,但是大家都同
The best way to avoid bubbles is to combine people, processes, and technologies to deliver a return on investment so that failure like ERP does not happen again. Most companies that have failed on CRM do not critically evaluate the likely return and benefits of CRM investments based on a precise distinction between the true potential of current customers and target customers. They often overlook human resources, processes, and organizational challenges that represent the majority of the obstacles to achieving the main goals of CRM. Now, just open a business publication, if you do not want to see the article on CRM (customer relationship management) is almost impossible. While many are actively describing the potential of customer relationship management and providing advice on how to run CRM, only a handful of companies have succeeded in implementing CRM. One of the challenges is the myriad of definitions of CRM. Businesses that have successfully launched CRM generally adopt the following general definition: CRM is a customer-centric business strategy that requires a combination of people, processes, and technology to drive growth and profitability. Although the definition of CRM there are still differences, but everyone is the same