CRM研究综述.doc

客户关系管理

一、客户关系管理的含义
客户关系管理(CRM，Customer Relationship Management)，是指通过培养企业的最终客户、分销商和合作伙伴对企业及其产品更积极的偏爱和喜好，留住他们并以此提升企业业绩的一种营销策略。CRM从广泛的意义上讲是指：在企业的运营过程终不断累积客户信息，并使用获得的客户信息来制定市场战略以满足客户个性化需求。CRM意味着观念的转变，开始以客户为中心。我们从上面的定义可以看出，强调客户为中心，强调CRM不仅仅是能满足客户所有需要的技术。因为CRM不仅是一个系统，一个技术方解决方案，而更加是一种管理思想，这种观念的转变终将影响到CRM实施的全过程。
二、客户关系管理的功能
客户关系管理的功能可以归纳为三个方面：市场营销中的客户关系管理、销售过程中的客户关系管理、客户服务过程中的客户关系管理，以下简称为市场营销、销售、客户服务。
（1）市场营销。客户关系管理系统在市场营销过程中，可有效帮助市场人员分析现有的目标客户群体，如主要客户群体集中在哪个行业、哪个职业、哪个年龄层次、哪个地域等等，从而帮助市场人员进行精确的市场投放。客户关系管理也有效分析每一次市场活动的投入产出比，根据与市场活动相关联的回款记录及举行市场活动的报销单据做计算，就可以统计出所有市场活动的效果报表。
（2）销售。销售是客户关系管理系统中的主要组成部分，主要包括潜在客户、客户、联系人、业务机会、订单、回款单、报表统计图等模块。业务员通过记录沟通内容、建立日程安排、业务阶段划分等功能又可以有效帮助管理人员提高整个公司的成单率、缩短销售周期，从而实现最大效益的业务增长。
（3）客户服务。客户服务主要是用于快速及时的获得问题客户的信息及客户历史问题记录等，这样可以有针对性并且高效的为客户解决问题，提高客户满意度，提升企业形象。主要功能包括客户反馈、解决方案、满意度调查等功能。应用客户反馈中的自动升级功能，可让管理者第一时间得到超期未解决的客户请求，解决方案功能使全公司所有员工都可以立刻提交给客户最为满意的答案，而满意度调查功能又可以使最高层的管理者随时获知本公司客户服务的真实水平。有些客户关系管理软件还会集成呼叫中心系统，这样可以缩短客户服务人员的响应时间，对提高客户服务水平也起到了很好的作用。

三、CRM在营销管理中的作用
（1）提高客户忠诚度。吸收新客户的成本要远远超过保留现有客户所在的费用。企业如果通过提供超乎客户期望的可靠服务将争取到的客户转变为长期客户，那么商机无疑会大大增加。对企业而言，长期客户的另一项意义便是降低争取客户的费用以及销售和服务流程的简化。企业如能捕捉到任何与客户往来的信息，并提供给组织内的每个人，便能营造出一个以客户为中心的企业。在对整个公司的数据进行集成之际，一个清晰的、360度的客户全貌与产品信息将使客户服务人员在价值链中得以提升，使其能够根据客户全貌信息确定最佳决策，而不必再咨询其他的部门或管理人员。在企业流程彼此融合的情况下，企业便有更灵敏的客户回应能力，这种回应能力必然会增进客户的忠诚度，同时使公司得以吸引新的客户并促进销售的增长。CRM能够促进企业和客户之间的交流，协调客户服务资源，给客户做出最及时的反应。
（2）共享客户信息。营销人员的工作是首先去寻找潜在客户，然后不断地向这些潜在客户宣传自己的产品和服务，当对方产生了购买意向之后，销售人员便更加频繁地进行拜访，疏通关系，谈判价格，最后把合同签下来并执行合同。遗憾的是，在传统方式下，销售人员可能从此将这些极力争取到的客户遗忘掉，转头去寻找新的客户。由于公司营销人员在不断地变动，客户也在变动，一个营销人员本来已经接触过的客户可能会被其他营销人员当作新客户来对待，而重复上述的销售周期。这种情况的发生，不仅浪费了公司的财力和物力，而且不利于客户关系的维护。在现代市场经济中，营销人员将客户信息量作为私人信息的做法不利干企业改善客户服务。CRM则强调对全公司的数据进行集成，使得客户信息得以共享，从而使所有员工能拥有更多的潜力来更有效地利用与客户的交流。
（3）促进企业组织变革。信息技术的突飞猛进在促进企业信息化的同时，也带来了企业内部重组，企业组织日益扁平化以适应信息系统的应用和发展。从ERP（企业资源规划）到CRM，企业组织和流程管理经历了一次次的变革，其目的都是为了使信息技术与企业管理紧密结合起来，以提高企业运作效率，增强竞争优势，促进企业发展。现代企业管理系统中财务软件是核心，后端有ERP等系统支持生产制造、供应流转，前端就是CRM系统改善企业的销售和服务。所有这些要素合起来形成一个全面提高企业运作能力的闭环。 迎来全员营销时代。营销就是设计出满足顾客需要的产品，而信息技术则可以帮助你更好地满足这些需求。信息技术尤其是互联网技术支持市场营销的最重要方式就是帮助营造一个以顾客为中心的公司环境。在前端，营销必须能够与销售和顾客支持共事知识，使得每个人都能获得关于顾客的完整视图；在后端，公司必须能够对客户需求迅速做出反应并传递销售承诺。尤其是Internet电子商务的蓬勃发展，更是促进了公司与客户之间的动态交流。例如，当市场部门拥有客户的确实数据时，它便能提出目标明确的促销活动；当销售部门能够了解一位客户的全部服务历史记录后，它便能适时地提出合适的产品；当服务人员知道客户的订购周期后，便能建议合适的服务层次契约或是服务时间表。

四、总结：
理念是CRM成功的关键，是CRM实施应用的基础；信息系统、技术是CRM成功实施的手段和方法；管理是决定CRM成功与否、效果如何的直接因素。如何正确选择合适的手段去发现和联系客户、开发合适的产品或服务、并且把其感兴趣的产品或服务推销给客户，这就必须借助对客户的深入理解分析、接触和高度自动化的交互方式，这就是新型客户关系管理系统的主要目标。客户关系管理带来的个性化服务可以使企业在一个越来越复杂的市场中合理分配优化资源、找到最佳的服务和投资方向、获得最合适的收益-风险比，客户关系管理的目的在于，促使企业从以一定的成本取得新顾客转变为想方设法留住现有顾客，从取得市场份额转变为取得顾客份额，从发展一种短期的交易转变为开发顾客的终生价值。
实施客户关系管理，识别出企业真正的顾客，必须从CRM的“以客户为中心”理念出发，通过多种角度进行分析，识别出企业的大客户，树立以大客户为中心的营销理念，把有限的资源投入到大客户身上，提供各种个性化的产品和服务，从而使企业在竞争激烈的市场环境中获得持续稳定的发展。
Customer relationship management

One, the meaning of the customer relationship management
Customer Relationship Management (CRM, however Management), means Relationship through the ultimate customers, cultivate enterprise of distributors and partners more positive enterprise and products to keep their preferences and preferences, and thereby promote enterprise performance of a marketing strategy. CRM from broad sense means: in enterprise operation process eventually accumulate customer information, and use of customer information to gain market strategy formulated to satisfy customer individual requirements. CRM means that the changes of ideas, began to take the customer as the center. We can see from the above definition, emphasize the customer as the center, emphasizing the CRM is not only can satisfy the customer to all needs of technology. Because CRM is not only a system, a technical square solutions, and more is a kind of management thought, this kind of idea transformation will eventually affect the whole process of CRM implementation.
Second, customer relationship management functions
Customer relationship management function can be divided into three aspects: marketing of customer relationship management, sales process of customer relationship management, customer service process of customer relationship management, hereinafter referred to as the marketing, sales and customer service.
(1) marketing. Customer relationship management system in the marketing process, can effectively help market researchers analyzed the existing target customer groups, such as main customer focus groups in which industry, which classes, which age levels, which regional etc, thus help market personnel for accurate market. Customer relationship management also effectively analyze every market activities according to the input-output ratio, associated with market activities held collection records and documents reimbursement of market activity, can do computing statistics shows the effect of all market activity reports.
2) sales. Sales is customer relationship management system, the main component of potential customers, clients include, contact persons and business opportunities, order, r single, statement statistics diagram module. Salesman through record communication contents, establish the schedule, business stages division functions and can effectively help management personnel to improve the company into a single rate, shortened sales cycle, so as to achieve the maximum benefit business growth.
(3) customer service. Customer service is mainly used to get timely customer information and customer history records, such can be targeted and effective to solve customer problems, improve customer satisfaction, the promotion enterprise image. The main features include customer feedback, solution, satisfaction survey, and other functions. Application customer feedback of automatic update feature, can make managers soon get extended unresolved customer request, solutions and make the company all staff functions can be immediately delivered to customers the most satisfaction answers, but satisfaction survey function and can make the top managers always acknowledge our customer service standards. Some customer relationship management software will also call center system integration, so that can shorten the response time of the customer service personnel to improve customer service level also played a very good effect.

Third, the role of CRM in marketing management
(1) improve customer loyalty. To absorb new customers than keep the cost of the cost in existing customers. Enterprise if through providing more than customer's expectation, reliable service for the customer to change will be for long-term client, then business opportunities will undoubtedly increase greatly. Speaking of the enterprise, long-term customers is another meaning for customer's costs and reduce sales and service process simplification. Enterprise such as to capture the customers with any of the information within the organization, and to provide each person, can create a client-centred enterprise. For the whole company in the data integration, a clear, the 360 customers with products information will make full customer service personnel to be promoted in the value chain, so it can according to customer information to determine the best decisions, panorama without consulting other department again or management personnel. In enterprise process, under the situation of each fusion enterprise will have more sensitive customer response ability, that response ability will improve customer loyalty, and make the company to attract new customers and promote sales growth. CRM can promote the communication between the enterprise and customers, coordinate the customers the service resources, to customers make the most timely response.
(2) sharing customer information. The marketing personnel's work is first to seek for potential customers, and then continually to these potential customer propaganda your own products and services, when the other produced purchase intent, sales staff after his visit was more frequently, dredge relations, negotiation price, finally the contract down and execute the contract. Unfortunately, in the traditional mode, sales personnel may henceforth will these struggled to get to customer forget, turn to find new customers. Because the company marketing personnel in constant change, customers are also in flux, a marketing personnel had contact with clients may be other marketing personnel as new customers to treat, and repeat the above sales cycle. The happening of this kind of circumstance, not only waste the company's financial and material, and against maintenance of customer relationships. In modern market economy, marketing personnel will customer information as private information practice adverse dry enterprise improving customer service. CRM emphasize on all of the company's data integration, make customer information to share, which makes all employees can have more potential to utilize more effectively with the customer communication.
(3) Promoting enterprise organizational change. The rapid development of information technology in promoting the enterprise information at the same time, also brought the enterprise internal reorganization, enterprise organization to adapt to the information system increasingly flattening the application and development. From ERP (enterprise resource planning) to CRM, enterprise organization and process management experience and again change, its purpose is to make information technology and enterprise management, combining to improve enterprise operating efficiency, and strengthen our competitive advantages, promote enterprise development. The modern enterprise management system of financial software is the core, back-end have ERP system support production manufacture, supply circulation, front-end is CRM system improve enterprise sales and services. All these factors together to form a comprehensive improve enterprise operation ability of the closed-loop. Usher in overall marketing era. Marketing is designed to satisfy the customer product, and information technology may help you better meet these needs. Information technology, especially the Internet technology support marketing is the most important way is to help build a customer-focused company environment. In a front-end, marketing must be able to work with sales and customer support knowledge so that everyone can get complete view about customers; At backend, the company must be able to react quickly to customer needs and transmit sales commitment. Especially the Internet e-commerce of booming development, but also promoted the dynamic between the company and its clients communication. For example, when the market department has customer really data, it can raise targeted promotion activities; When sales department can understand a customer service after all the historical record, it could be the timely recommend appropriate products; When service personnel know customer order cycle, can suggest proper service level agreement or service timetable.

Four, conclusion:
Philosophy is the key to success, is CRM implement based; Information system, technology is CRM the means and methods of successful implementation; Management is to decide how success, the effect of CRM direct factors. How to choose the suitable method to discover and customer contact, development suitable products or services, and put its interested in selling products or services to customers, it must use to the customer understanding analysis, contact and highly automated interactive way, this is the new customer relationship management system's main goal. Customer relationship management bring personalized service can make the enterprise in an increasingly complex market distribution allocation of resources, find the best services and investment direction, to obtain the most appropriate earnings - risk ratio, customer relationship management, promote the enterprise aims at a certain cost obtained from new customers into trying to keep an existing customer, change from gain market share to acquire the customer share, from developing a short-term trade to turn into a development customer lifetime value.
To implement customer relationship management, identify enterprise real customers from CRM ", must regard customer as the center, through a variety of Angle concept of analysis, identify enterprise's big client, set up the big customer as the center, take the marketing concept of limited resources into big customer body, offer all kinds of personalized products and service, thus make the enterprise in the fierce competition in the market gain a stable environment.