CRM客户关系管理毕业论文外文翻译.docx

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1、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 wo

2、rk 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 (CR

3、M) into Customer Managed Relations (CMR).The power of what customers want. It looks at the saving from a companys point of view, not the empowerment from customers perspective.CMR is three things:An ability to rethink, to reshape your organization and its knowledge so that it is at the disposal of y

4、our 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

5、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 cust

6、omers 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 rev

7、erse 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 min

8、e 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

9、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 $5

10、0 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 thei

11、r 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 cust

12、omer 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. Yo

13、u 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

14、 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

15、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 custo

16、mers 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 customers expectations must be met or exceeded in

17、 order for their experience to be positive. For that to happen, we must investigate all angles of our customers potential needs and plan our responses accordingly. This extra planning ensures positive customer interaction, and the experience shapes customer behavior, transforms expectations into suc

18、cessful 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

19、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

20、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

21、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

22、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