CRM客户关系管理毕业论文外文翻译.doc

CRM Customer Relationship ManagementA CRM strategy is called for to both buy time before new product offerings could be sourced and offered and to move significantly ahead of the competition. What is needed is a strategy involving all aspects of the company, including database structure, creative work and staff training that would ultimately reduce potential defections, quickly increase footfall term and build a database for future activity. The aim is to recognize existing customers, to reward those customers, to react swiftly to customer needs and to turn Customer Relationship Management (CRM) into Customer Managed Relations (CMR).The power of what customers want. It looks at the saving from a company's point of view, not the empowerment from customer's perspective.CMR is three things:An ability to rethink, to reshape your organization and its knowledge so that it is at the disposal of your customers Internet enabled management tools which customers use to get what they want An ability to react to the information being generated and used by customers in order to increase profitability A 4 stage approach can be created with the objective to:Discover the customer via a questionnaire Incentives and Reward the customer to return Find more "best customers" through new customer acquisition Data mine the customer case to make relevant product offerings Creating a questionnaire based upon proven and successful models. In addition to standard demographic and the lifestyle questions customers can be asked about which products they would like to purchase at which time over the following months.The response will give the company a cutting advantage as it will be possible to more accurately forecast and respond to customer needs, which no other retailer can match. With introducing "reverse retailing", instead of offering products and then finding the customers to purchase them, company can make purchase decisions together with the customer and source the right products in the right quantity resulting in advantageous pricing for volume purchase.Secondly, we will be able to data mine the base and communicate with customers at the time they said they would be interested in making the purchase. From the questionnaire information a relational database can be built that can be segmented by demographics, products owned, products desired and new products customers would like to see offered.At time of purchase customers can also be rewarded with that is called "Customer Money" This could be as simple as a cash back voucher valued at E.g. 1% of purchase value. Prospect Money' is also similar to Customer Money but has a different value, E.g. 10% of a product price when goods over $50 are purchased. We are also able to use this Prospect money as an incentive to existing customers to further encourage them to invest at a larger scale or purchase price - Up sell.We can change out selling/stocking policy because of what customers tell us and can launch products in response to their needs. As for the future, we would have utilized the technology to create customer value and generate a strong return on investment. Creating and developing a strategy of increasing customer retention and value against rising competition in the market. 1. It is easier to implement because the customer is doing the complex stuff2. It creates lock in since customers having invested their data with you will not move easily3. It allows you to move faster than your competitor since you are in a trusted relationship with your customerCompanies need to understand CMR and then change accordingly. You need a well developed view of the future, whether or not it is true. You have to invest in the competencies to make that future come true. You need to experiment and learn to see which parts of your view are developing. CMR would mean that the customer is in control, that the customer would manage the relationship. Think about it. Customer managed. They do it to you. You do not do anything to control them. You have to start thinking and behaving differently.It used to be hard to envisage but with internet enabled platforms it is perfectly feasible to imagine how whole industry processes can be reconstructed putting the customer in charge of their own needs by giving them the internet based management tools and data they require. This is what a customer managed relationship is about.At every customer touch point we should provide customized interaction that manages and shapes each customer's expectations. By thoroughly examining and planning out our customer relationships, we can provide a level of personalized service that integrates elements designed to enhance the lifetime of relationships with customers.Our belief should be that customer's expectations must be met or exceeded in order for their experience to be positive. For that to happen, we must investigate all angles of our customer's potential needs and plan our responses accordingly. This extra planning ensures positive customer interaction, and the experience shapes customer behavior, transforms expectations into successful interactions and above all, CMR enhances your competitive advantage。CRM客户关系管理一个CRM战略要求两者购买的时候才提供新产品可以采购和提供，并显著领先于竞争对手的公司。我们需要的是涉及到各方面的公司，包括数据库结构，创造性的工作和人员培训，最终将减少潜在的倒戈，快速提升客流量期限和为今后的活动数据库的策略。这样做的目的是承认现有客户，以奖励那些客户，迅速响应客户的需求，并把客户关系管理（CRM）到客户管理关系（CMR）。什么客户想要的权力。它着眼于储蓄从公司的角度，而不是从客户的角度权力。CRM要做的三件事：1、有能力重新思考，重新塑造你的组织和它的知识，使其在处理你的客户2、上网功能的管理工具，客户使用得到他们想要的东西3、被生成并以增加盈利客户所使用的作出反应的信息的能力一个4级的方法可以与目标要创建：1、通过问卷调查发现顾客2、激励和奖励客户返回3、通过新客户获取查找更多“最好的客户”3、数据挖掘的客户案例，使相关产品供应创建基于经过验证的成功模式的调查问卷。除了标准的人口和生活方式的问题客户都可以问哪些产品，他们想购买，此时在接下来的几个月。响应将给公司的切割优势将有可能更准确地预测和客户的需求，这是任何其他零售商可以匹配作出响应。随着引入“反向零售”，而不是提供产品，然后找到客户购买他们，公司可以做出购买决策与客户一起并获取合适的产品在合适的数量产生有利的报价为批量购买。其次，我们将能够将数据挖掘的基础，并与客户，他们表示，他们有兴趣在作出购买时间沟通。从调查问卷的信息可以建立一个关系数据库，可以通过人口统计数据，所有的产品进行细分，产品所需的新产品的客户想看到更多。在购买的客户也可以与回报的时间称为“客户钱”这可能是简单的现金返还券价值例如：购买价值的1。 “展望钱”也是类似的客户的钱，但具有不同的值，例如：一个产品价格的10时，超过货物五十元，购买。我们也可以用这个钱展望作为奖励现有客户，进一步鼓励他们投资于规模较大或购买价格 - 向上销售。我们可以改变了销售/库存政策的原因是什么客户告诉我们，可以推出产品以响应他们的需求。至于未来，我们会利用这种技术来创造客户价值和产生的投资回报率。创造和发展增加客户保留和反对的价值在市场竞争加剧的战略。如果执行好CMR将产生三大好处：1.这是比较容易实现，因为顾客正在做的复杂的东西2.它创建由于具有与您的投资客户数据不会轻易移动锁定3.它可以让你，因为你是在与客户建立信任关系比你的竞争对手更快地移动企业需要了解CMR，然后相应地改变。需要一个发达将来来看，无论它是否是真的。你必须投资的能力，使未来成真。你需要尝试和学习，看看哪些视图的部分开发。 CMR将意味着客户在控制，即客户将管理的关系。想想吧。客户管理。他们这样做给你看。你没有做任何事情来控制它们。你必须开始思考和行为方式不同。它曾经是很难想象，但与互联网平台的启用是完全可行的想像产业如何全过程可以重建将客户负责自己的需要，给他们以互联网为基础的管理工具和数据，他们所需要的。这是一种客户管理关系是什么。在每一个客户接触点，我们应该提供管理和塑造每一个客户的期望定制的互动。通过深入研究和规划我们的客户关系，我们可以提供个性化的服务，集成了旨在加强与客户的关系的寿命元素的水平。我们的信念应该是客户的期望必须达到或超过为了他们的经验是积极的。要做到这一点，我们必须调查客户的潜在需要各个角度和相应的计划我们的反应。这额外的规划，确保积极的客户互动，体验塑造客户的行为，转变成预期的相互作用成功及以上的所有，CMR提高您的竞争优势生命列车The Train Of Life 1. 不久以前，我读了一本书。书中把人生比作一次旅行。2. 人生一世，就好比是一次搭车旅行，要经历无数次上车、下车; 时常有事故发生; 有时是意外惊喜，有时却是刻骨铭心的悲伤 3. 降生人世，我们就坐上了生命列车。我们以为我们最先见到的那两个人-我们的父母，会在人生旅途中一直陪伴着我们。 4. 很遗憾，事实并非如此。他们会在某个车站下车，留下我们，孤独无助。他们的爱、他们的情、他们不可替代的陪伴，再也无从寻找。 5. 尽管如此，还会有其他人上车。他们当中的一些人将对我们有着特殊的意义。 6. 他们之中有我们的兄弟姐妹, 有我们的亲朋好友。我们还将会体验千古不朽的爱情故事。7. 坐同一班车的人当中，有的轻松旅行。8. 有的却带着深深的悲哀 还有的,在列车上四处奔忙，随时准备帮助有需要的人  9. 很多人下车后，其他旅客对他们的回忆历久弥新 但是，也有一些人，当他们离开座位时，却没有人察觉。10. 有时候，对你来说情深义重的旅伴却坐到了另一节车厢。你只得远离他，继续你的旅程。11. 当然，在旅途中，你也可以摇摇晃晃地穿过自己的车厢，去别的车厢找他 12. 可惜，你再也无法坐在他身旁，因为这个位置已经让别人给占了 .13. 没关系。旅途充满挑战、梦想、希望、离别 就是不能回头。因此，尽量使旅途愉快吧！14. 善待旅途上遇见的所有旅客，找出人们身上的闪光点。15. 永远记住，在某一段旅程中，有人会犹豫彷徨，因为我们自己也会犹豫彷徨。16. 我们要理解他人，因为我们需要他人的理解。17. 生命之谜就是：我们在什么地方下车？坐在身旁的伴侣在什么地方下车？我们的朋友在什么地方下车？我们无从知晓 18. 我时常这样想：到我该下车的时候，我会留恋吗？我想我还是会的。和我的朋友分离，我会痛苦。让我的孩子孤独地前行，我会悲伤。 我执著地希望在我们大家都要到达的那个终点站，我们还会相聚 19. 我的孩子们上车时没有什么行李，如果我能在他们的行囊中留下美好的回忆，我会感到幸福。20. 我下车后，和我同行的旅客都还能记得我，想念我，我将感到快慰。21. 献给你, 我生命列车上的同行者, 祝您旅途愉快!1. Not long ago, I read a book, in which a mans life was compared to a journey.2. The life of a man is just like a hitchhiking，during which many times we go up and down. Now and then things will happen accidently, some of which are to be unexpected excitement，while some heart-breaking sorrows. 3. When first embraced the world，we are already on the train of life. We take it for granted that the first two persons, our parents, whom we are encountered with, will accompany us all the way.4. Sadly，things do not go on as we thought.Our parents will get off the train at a certain station，leaving us, bereft and helpless.Their love and emotion to us and their irreplaceable company can be found in nowhere.5. However，there will be somebody else who will get on the train. Some of them will have special meaning to us.6. Some of them may be our siblings , relatives and friends, and we will also expereince the imperishable love.7. Some of our travelling companions are quite light-hearted on the way.8. While some may bear immense sorrow.Still some ,back and forth, are ready to hold out their hands for others who need help.9. Some people alight off the train, yet they are still kept in the mind of the other passengers for long;some, to the opposite, leave their seats without being noticed.10. Sometimes, the one,who is dear to your heart, has huddled into another carriage. Nothing but one you can do is just to keep on going, far away from him.11. Of course, during the journey, you may stagger to another carriage to look for him.12. Its a pity that you will never seat yourself beside him because the seat has been engaged by others. 13. Never mind. The journey is full of challenges,dreams, hopes and departures- but only one thing is that you cant turn back. So, have a good journey with heart and soul.14. Show your good-will to all the passengers you are encountered with, and find the merits of theirs.15. Remeber that someone may oscillate just as we do in the journey.16. We should understand others just as we need others understanding.17. The enigma of life is：Where shall we get off the train of life?And how about the companions beside us?And our friends?We dont know.18. Sometimes I think：When my time comes to get off the train，shall I miss it？I think I will.It is a suffering when I part with my friends.I will be sorry for leaving my kids going alone.I firmly hold that when we get to the terminal，we will have another reunion.19. When my kids get on the train of life, they have only little luggage in their travelling bags. However,if I can leave the beautiful memory in them,I will be happy. 20. After getting off the train of life, I will be content if my fellow passengers will remember me and miss me.21. To you , the companions on my train of life.May you have a good journey!