【正文】 business processes in sales, service, and marketing, integrating customer information from many different sources. Included are support for both the operational and analytical aspects of CRM. Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications Customer Relationship Management Systems 169。 2022 by Prentice Hall Customer Loyalty Management Process Map Figure 810 This process map shows how a best practice for promoting customer loyalty through customer service would be modeled by customer relationship management software. The CRM software helps firms identify highvalue customers for preferential treatment. Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications Customer Relationship Management Systems 169。 2022 by Prentice Hall ? Operational CRM（操作型 CRM） : ? Customerfacing applications such as sales force automation, call center and customer service support, and marketing automation ? Analytical CRM（分析型 CRM） : ? Analyze customer data output from operational CRM applications ? Based on data warehouses populated by operational CRM systems and customer touch points Customer Relationship Management Systems Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications Operational and Analytical CRM 169。 2022 by Prentice Hall ? 操作型 CRM應(yīng)用 – 設(shè)計(jì)目的： ? 一個(gè)典型的企業(yè)直接面對客戶的部門大致有銷售部、客戶服務(wù)部、市場營銷部、呼叫中心，以及企業(yè)的客戶信用部（應(yīng)收款或催帳）。 ? 操作型 CRM應(yīng)用的設(shè)計(jì)目的是為了讓這些部門人員在日常的工作中能夠共享客戶資源，減少信息流動(dòng)的滯留點(diǎn)，從而力爭把一個(gè)企業(yè)變成單一的“虛擬個(gè)人”呈現(xiàn)在客戶印象中。 169。 2022 by Prentice Hall – 操作型 CRM的使用人員 ? 銷售人員。使銷售自動(dòng)化，包括訂單管理、發(fā)票管理及銷售機(jī)會(huì)管理等。 ? 營銷人員。使?fàn)I銷自動(dòng)化，如促銷活動(dòng)管理工具，用于計(jì)劃、設(shè)計(jì)并執(zhí)行各種營銷活動(dòng)，尋找潛在客戶，并將他們自動(dòng)集中到數(shù)據(jù)庫中，通過自動(dòng)分配工具派給銷售人員。 ? 現(xiàn)場服務(wù)人員。使服務(wù)自動(dòng)化，包括自動(dòng)派活工具、設(shè)備管理、服務(wù)合同和保質(zhì)期管理。 可以看出，操作型系統(tǒng)的應(yīng)用模塊是為員工提高工作效率的工具。 169。 2022 by Prentice Hall ? 分析型 CRM應(yīng)用 – 同操作型 CRM系統(tǒng)不同，分析型系統(tǒng)的用戶不需要直接同客戶打交道，而是從操作型系統(tǒng)應(yīng)用所產(chǎn)生的大量交易數(shù)據(jù)中提取有價(jià)值的各種信息，如 80/20分析，銷售情況分析，以及對將來的趨勢做出必要的預(yù)測，是一種企業(yè)決策支持工具。在具有大量客戶的銀行業(yè)、保險(xiǎn)業(yè)以及零售業(yè)中都可以利用這種系統(tǒng)挖掘出重要的決策信息。 169。 2022 by Prentice Hall – 分析型 CRM系統(tǒng)的設(shè)計(jì)主要利用數(shù)據(jù)倉庫、數(shù)據(jù)挖掘等計(jì)算機(jī)技術(shù)。其主要原理是將交易操作所積累的大量數(shù)據(jù)過濾、抽取到數(shù)據(jù)倉庫，再利用數(shù)據(jù)挖掘技術(shù)建立各種行為預(yù)測模型，最后利用圖表、曲線等對企業(yè)各種關(guān)鍵運(yùn)行指標(biāo)以及客戶市場分割情況等進(jìn)行發(fā)布，達(dá)到成功決策的目的。 169。 2022 by Prentice Hall Analytical CRM Data Warehouse Figure 811 Analytical CRM uses a customer data warehouse and tools to analyze customer data collected from the firm’s customer touch points and from other sources. Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications Customer Relationship Management Systems 169。 2022 by Prentice Hall Business Value of Customer Relationship Management ? Business benefits ? Increased customer satisfaction ? Reduced directmarketing costs ? More effective marketing ? Lower costs for customer acquisition/retention ? Increased sales revenue ? Churn rate（流失率） ? Number of customers who stop using or purchasing products or services from a pany. ? Indicator of growth or decline of firm’s customer base Customer Relationship Management Systems Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications 169。 2022 by Prentice Hall Enterprise Application Challenges ? Highly expensive to purchase and implement enterprise applications – total cost may be 4 to 5 times the price of software ? Technology changes ? Business process changes ? Organizational changes ? Switching costs, dependence on software vendors ? Data standardization, management, cleansing Enterprise Applications: New Opportunities and Challenges Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications 169。 2022 by Prentice Hall ? Getting more value from enterprise applications ? Flexibility ? Integration with other systems ? Enterprise suites ? Links to customer and supplier systems Enterprise Applications: New Opportunities and Challenges Essentials of Business Information Systems Chapter 8 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications Extending Enterprise Software