客戶關(guān)系管理系統(tǒng)成功的因素(已修改)
2025-05-30 07:36 本頁面
【正文】 畢業(yè)論文（設(shè)計(jì)）外文翻譯Factors for Success in Customer Relationship Management (CRM) SystemsHugh Wilson^,Elizabeth Daniel and Malcolm McDonaldCranfield School of Management importance of effective customer relationships as a key to customer value and hence shareholder value is widely emphasised. In order to enhance these relationships, the application of IT to marketing through customer relationship management (CRM) software, emerce and ther initiatives is growing rapidly. This study examines the factors that influence the successful deployment of CRM applications, with particular emphasis on those factors which are distinct from other areas of application. Using the analytic induction method, success factors were derived from five indepth case studies. Resulting factors underemphasised in previous literature include: the need for project approval procedures which allow for uncertainty。 the need to leverage models of best practice。 the importance of prototyping new processes, not just IT。 and the need to manage for the delivery of the intended benefits, rather just implementing the original specification.Keywords: customer relationship management, IT, case studies, analytic induction, success factors, barriers, marketingIntroductionEver since the influential study by Reichheld and Sasser, which showed the large impact on profitability of small increases in customer retention rates, the marketing munity has been more conscious of the need to manage customer relationships in the long term as well as prior to the first sale. The argument has been further strengthened by data on the low cost of better retention as pared with better acquisition and the increasing profitability of customers the longer the relationship lasts . The term 39。relationship marketing39。, coined by Berry .The popularity of this term has presumably influenced the adoption of the term 39。customer relationship management39。 (CRM) over more recent years. Although some use the term as a synonym for relationship marketing Hobby for example defining it as a management approach that enables organisations to identify, attract and increase retention of profitable customers by managing relationships with them others apply it to using information technology (IT) in implementing relationship marketing strategies.In addition to supplyside push from the IT industry, the trend towards ITenabled management of customer relationships has other intellectual and sociological influences.Research MethodIn order to build on these success factors identified by previous researchers, we wished to test them against a range of recent projects, including representatives from the important areas of frontend CRM at the customer interface, backend CRM for analysis purposes, and customerfacing e202 Hugh Wilson, Elizabeth Daniel and Malcolm McDonald merce applications which link in with core customer databases. But we did not wish to exclude the possibility that the factors might need modification, or that additional factors might emerge, given the evolving nature of this application area and the relatively sparse previous research. Hence we desired a method bining theory testing with theory generation.We chose the analytic induction approach to qualitative analysis, which meets this requirement. Originally proposed by Znaniecki , analytic induction has developed into perhaps the bestdeveloped logic for theory development and testing across multiple case studies . In brief, the method involves formulating a hypothesis。 paring the hypothesis against the first case。 if it does not fit, reformulating the hypothesis so a
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