客户关系管理英文文献翻译及参考文献 第6页
2.1. Processes
CRM is a strategy within the organization that aims to satisfy and create a long-term relationship with the client. As such, one crucial factor of it is to analyze those processes which in any way involve interaction with the client. One must remember that depending on the type of business, the processes vary. Nevertheless according to the main processes that involve client interaction are: marketing, sales, and services.
2.1.1. Marketing
Barnes proposes four “new P’s” of marketing, namely: product, processes, performance, and people. This new approach takes the characteristics of traditional marketing and upgrades them by focusing on the relationship with the client as one the crucial aspects. Even though the marketing process is at its core, clearly oriented toward the needs of the client, the CRM strategy has influenced the way in which the process must incorporate the rest of the organization. According to Berkowitz, managing the relationship with the client, understanding the client’s needs, knowing the client’s buying habits, are all activities within the marketing process, but they must be understood as one more piece of the marketing machine and a source of information that must be shared with the whole organization. This relationship becomes evident in the processes of marketing and sales, since the CRM strategy demands great coordination and flow of information.
2.1.2. Sales
In the sales process, the relationship between client and sales person becomes essential within the CRM framework. Sales people and clients interact face to face forming a long-term partnership. Even though managing the relationship with the client has always been a natural aspect of the sales process, the CRM strategy has an important impact on how this is done since it highlights aspects that were not given enough relevance in the past. Sales follow-up and the gathering of key information which helps in the development of marketing plans are two important examples. In this instance, CRM helps to conceptualize the mutually beneficial relationship that exists between those two processes. To overlook any of these aspects – that is to say, to disregard CRM and all of its implications – may very well be one of the main causes for failure and lack of results.
2.1.3. Services 本文来自辣.文;论^文-网
Within the CRM strategy environment, the relationship with the client is the fundamental aspect. It follows then, that all issues related to services or customer services become critical. The service level offered by a company is defined by customers in terms of their particular experience regarding personal or telephone interaction with the company staff. In other words, the client cares a great deal about how he or she is treated, how fast problems are solved, etc. A study done at Harvard Business School shows that the overall quality of the service provided by a company is directly related to the client’s satisfaction level with the services provided by the customer service staff. This confirms the importance of the personal relationship established between the client and the company, via the company’s employees. Another widely used term is “quality of service” which defines quality as the excellence level that the company has decided to achieve in order to satisfy its key client base. At the same time, it refers to the measure by which this measure of quality is achieved. According to, those successful companies that can maintain high quality of service, have the ability integrate two key elements: a good service design and an effective execution of such design.
It is important to emphasize that these process (marketing, sales, and service) are not the only processes in which the client is involved; nevertheless, these processes are the most common, and happen more frequently in a CRM strategy, regardless of the economic sector in which the organization functions. Additionally, there are a series of processes which are specific to the type of industry. In the manufacturing industry, for example, the logistical processes of distribution are considered very important. Another example is the banking sector where all the processes which involve financial transactions are a priority. 毕业论文
http://www.751com.cnIt is clear, however, that the processes of marketing, sales, and services, have evolved with time, and have been adapted to the new demands of the market. Within the CRM strategy, the evolution of these processes is directed toward a common goal: to satisfy and
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