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【速搜问答】CRM策略是什么

问答 admin 2个月前 (08-04) 41次浏览 已收录 0个评论

汉英对照:
Chinese-English Translation:

客户关系管理策略(The CRM Strategy, CRM策略),也称为客户资源管理或客户交互管理是客户关系管理的重要策略。

The CRM strategy, also known as customer resource management or customer interaction management, is an important strategy of customer relationship management.

客户关系管理策略(The CRM Strategy, CRM 策略),也称为客户资源管理(Customer Asset Management)或客户交互管理(Customer Interaction Management) 是客户关系管理(CRM)的重要策略。

The CRM strategy, also known as customer asset management or customer interaction management, is an important strategy of customer relationship management (CRM).

CRM 是英文 Customer Relationship Management 的简写,一般译作“客户关系管理”。CRM 最早产生于美国,由 Gartner Group 首先提出的 CRM 这个概念的。20 世纪 90 年代以后伴随着互联网和电子商务的大潮得到了迅速发展。不同的学者或商业机构对 CRM 的概念都有不同的看法。

CRM is the abbreviation of customer relationship management in English. CRM originated in the United States, which was first proposed by Gartner Group. After the 1990s, with the tide of Internet and e-commerce, it has developed rapidly. Different scholars or business organizations have different views on the concept of CRM.

这个概念的原创者认为,CRM 是一种商业策略,它按照客户的分类情况有效地组织企业资源,培养以客户为中心地经营行为以及实施以客户为中心地业务流程,并以此为手段来提高企业赢利能力、利润以及顾客满意度。

The originator of this concept thinks that CRM is a kind of business strategy, which organizes enterprise resources effectively according to the classification of customers, cultivates customer-centered business behavior and implements customer-centered business process, and uses it as a means to improve enterprise profitability, profit and customer satisfaction.

IBM 公司认为,CRM 通过提高产品性能,增强顾客服务,提高顾客交付价值和顾客满意度,与客户建立起长期、稳定、相互信任的密切关系,从而为企业吸引新客户、维系老客户,提高效益和竞争优势。

IBM believes that CRM establishes a long-term, stable and mutual trust relationship with customers by improving product performance, enhancing customer service, improving customer delivery value and customer satisfaction, so as to attract new customers, maintain old customers, and improve efficiency and competitive advantage.

SAP 公司:CRM 系统的核心是对客户数据的管理,客户数据库是企业重要的数据中心,记录企业在市场营销与销售过程中和客户发生的各种交互行为,以及各类有关活动的状态,提供各类数据模型,为后期的分析和决策提供支持。

SAP company: the core of CRM system is the management of customer data. The customer database is an important data center of an enterprise. It records all kinds of interaction behaviors between the enterprise and customers in the process of marketing and sales, as well as the status of various related activities, and provides various data models to provide support for later analysis and decision-making.

数云公司:CRM 客户关系管理与销量无关,与流量无关,与客单无关,但却能深刻影响这些指标。CRM 天然就不是以市场占有或排名论英雄,而是以市场体验、口碑、甚至信仰来论,这也是企业或商家能走多远的关键。

Data cloud company: CRM customer relationship management has nothing to do with sales volume, traffic and customer order, but it can profoundly affect these indicators. CRM naturally is not based on market share or ranking, but on market experience, word of mouth and even belief. This is also the key to how far enterprises or businesses can go.

总结以上经典的 CRM 概念的基础上,从销售理念、业务流程和技术支持三个层次,可将 CRM 定义为:CRM 是现代信息技术、经营思想的结合体,它以信息技术为手段,通过对以“客户为中心”的业务流程的重要组合和设计,形成一个自动化的解决方案,以提高客户的忠诚度,最终实现业务操作效益的提高和利润的增长。

On the basis of summarizing the above classic CRM concepts, from the three levels of sales concept, business process and technical support, CRM can be defined as: CRM It is a combination of modern information technology and business ideas. It takes information technology as a means, through the important combination and design of “customer-centered” business process, forms an automatic solution to improve customer loyalty, and ultimately realize the improvement of business operation efficiency and profit growth.

无论如何定义 CRM,“以客户为中心”将是 CRM 的核心所在。CRM 通过满足客户个性化的需要、提高客户忠诚度,实现缩短销售周期、降低销售成本、增加收入、拓展市场、全面提升企业赢利能力和竞争能力的目的。任何企业实施客户关系管理的初衷都是想为顾客创造更多的价值,即实现顾客与企业的“双赢”。

No matter how to define CRM, “customer centered” will be the core of CRM. CRM can shorten the sales cycle, reduce the sales cost, increase the income, expand the market, and improve the profitability and competitiveness of enterprises by meeting the personalized needs of customers and improving customer loyalty. The original intention of any enterprise to implement customer relationship management is to create more value for customers, that is to realize “win-win” between customers and enterprises.

CRM 是全公司范围的策略,通过围绕客户细分重组公司,满足客户需求,连接客户和供应商等手段来最大化利润和客户满意度。关键的 CRM 技术投资能提供更好的客户理解度,增加客户联系渠道,客户互动以及对客户渠道和企业后台的整合。CRM 的应用范围包括技术辅助式销售(Technology-enabled Selling, TES),客户服务和支持(Customer Service and Support, CSS)和技术辅助式营销(Technology-enabled Marketing, TEM)。

CRM is a company wide strategy, which maximizes profit and customer satisfaction by reorganizing the company around customer segmentation, meeting customer demand, connecting customers and suppliers. Key CRM technology investment can provide better customer understanding, increase customer contact channels, customer interaction and the integration of customer channels and enterprise back office. The application scope of CRM includes technology enabled selling (TES), customer service and support (CSS) and technology enabled marketing (TEM).


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