Acta Metallurgica Sinica(English letters)

• 管理科学 • 上一篇    下一篇

如何使CRM真正改进客户关系?

胡 春   

  1. 北京邮电大学文法经济学院
  • 收稿日期:2002-04-29 修回日期:1900-01-01 出版日期:2002-07-20

HowdoesCRMreallyimproverelationswithcustomers?

HU Chun   

  1. School of Humanities, Law and Economics, BUPT
  • Received:2002-04-29 Revised:1900-01-01 Online:2002-07-20

摘要: 本文分析了一些企业实施客户关系管理系统(CRM)没有真正改进客户关系的原因:过多地关注利润而忽视了客户关系管理;忽视客户服务的质量;没有明确的客户关系管理的战略。本文试图提出解决以上问题的具体对策。

关键词: 客户关系管理(CRM), 客户分析, 战略

Abstract: The article analyses the three reasons for which CRM cannot really improve relations with customers: enterprises pay more attention to profit than the relations with customers; enterprises neglect the quality of relations with customers; and some enterprises haven’ t customer relation strategy before they implement CRM. The corresponding measures are proposed to solve these problems.

Key words: customerrelationshipmanagement, customeranalysis, strategy

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