企業(yè)顧客關(guān)系管理crm的一些主要經(jīng)營(yíng)架構(gòu)與流程模式-閱讀頁(yè)
2025-01-25 06:09本頁(yè)面
【正文】 數(shù)十個(gè)在 CRM執(zhí)行績(jī)效上有優(yōu)異表現(xiàn)的公司，歸納出 CRM的Best Practice的架構(gòu)，其架構(gòu)主要包括六個(gè)主要 Process及其主要的 Sub processes見(jiàn)下一頁(yè)： 顧客參與為導(dǎo)向的 CRM流程設(shè)計(jì) Customer Oriented Process Model (Arthur Anderson 1998) Processes for Identifying, Developing, and Retaining Customers (1) Understand Markets and Customers (2) Involve Customers in The Design of Products and Services (3) Market and Sell Products and Services (4) Involve Customers in the Delivery of Products and Services (5) Provide Customer Service (6) Manage Customer Information SUB PROCESSES Understand the Market Environment Understand Customers Wants and Needs Segment Customers Develop New Concepts and Plans for Products and Services Design, Build, and Evaluate Prototypes Refine and Customize Products of Services, Then Test Their Effectiveness Secure Channels of Distribution Establish Pricing Develop Advertising And Promotion Strategies Develop and Deploy a Sales Force Process Orders Develop Customers Offer Broad Delivery Options to Bee the “Supplier of Choice” Use Delivery Customization to Attract and Retain Core Customers Identify Customers Delivery Needs Develop Distribution Capability Establish “Points of Contact” Excellence Build Cross – Functional “Points of Contact” Cooperation Train Employees to Improve Customers Expectations for Products and Services Build Customer Profiles Establish Service Information Measure Customer Performance and Satisfaction Best Practices for CRM 80年代企業(yè)重視 Porter的五力競(jìng)爭(zhēng)策略，到了 90年代則重視核心競(jìng)爭(zhēng)能力， BPR及內(nèi)部整合， 21世紀(jì)觀念則轉(zhuǎn)至客戶需求、客戶主動(dòng)，重視的是市場(chǎng)整合，強(qiáng)調(diào)利用 Webenabled科技來(lái)整合企業(yè)、客戶及供應(yīng)商。 Roger’s Model CustomerOriented Process Model EBusiness Design Model(AA) Broad vision Model 支 援 指 導(dǎo) 結(jié) 論 由於企業(yè)的市場(chǎng)經(jīng)營(yíng)觀念，由生產(chǎn)導(dǎo)向，產(chǎn)品導(dǎo)向、促銷(xiāo)導(dǎo)向一直演化到顧客導(dǎo)向 (Kolter 2022)；也於 IT科技的快速進(jìn)步，包括 Data Warehouse、 Data mining 、 OLAP、 Inter、 Web、 EC等使得 CRM為繼 ERP、 SCM後成為企業(yè)最重要的核心資訊系統(tǒng) 。 報(bào)告完畢 ! 敬請(qǐng)指教
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