CRM的定义及实施成功的关键因素范文

第一篇：CRM的定义及实施成功的关键因素范文

中国销售管理专业水平证书考试（电子版）

证书课程：《销售客户管理》

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第二篇：企业文化是CRM成功实施的前提条件

一个企业的文化传统对于企业的整体经营有着十分重大的影响，在CRM的实施中，企业文化这一因素有着不可小觑的影响力。在“产品中心”向“客户中心”转变的时候，往往最繁琐的是企业文化的改变，技术的变革可能需要半年或一年，而文化的变革可能需要一年到三年的时间。来自全球实施CRM的实践经验告诉我们，企业文化的变革是实施CRM成败的关键因素。对中国的绝大多数企业来讲，提升企业的客户关系管理能力，决不是仅仅买一套CRM软件就行了，文化的配套变革才是重中之重。

成功发挥CRM的功效需要能够将CRM文化融入到公司运作的方方面面。企业只有实现了销售、营销和服务文化的转变，才能真正实现CRM的价值，才能从根本上实现从以生产为中心转向以客户需求为中心，从单纯的售后服务转为全面的售前、中、后服务；更重要的是，可以实现销售团队最大程度的协作，通过让销售团队共享统一的客户信息来发挥团队合作的巨大威力。客户为中心，以及由此而衍生的重视客户利益、关注客户个性需求、面向感情消费的经营思路等等企业文化特征，是经改造后以适应新经济时代要求的新型企业文化的重要特征。重视以客户资源为主的企业外部资源的利用能力

传统企业以往的企业文化的突出表现是企业管理的着眼点在内部资源管理，即企业管理后台部分。而对于直接面对以客户为主的外部资源的前台部分，缺乏相应管理。CRM作为一个专门管理企业前台的管理思想和管理技术，为企业提供了一个利用各种方式收集和分析客户资源的系统，也提供了一种全新的商业战略思维。它可以帮助企业充分利用以客户为主的外部商业关系资源，扩展新的市场和业务渠道，提高客户的满意度和企业的赢利能力。CRM要求企业将市场营销、生产研发、技术支持、财务金融、内部管理这五个经营要素全部围绕着以客户资源为主的企业外部资源来展开。顾客满意是企业获利的基础与前提

企业在以前的市场竞争中，往往会形成一种以企业本身利益最大化为唯一目的的企业文化，这种企业文化因为能够有效地使企业各项资源围绕企业如何获取更多利润而展开，在很长一段时间内为企业的发展带来了帮助。在“以赢利为唯一目标”的思想指导下，许多企业为获利自觉不自觉地损害客户利益，客户对供应商或品牌的忠诚普遍偏低从而导致老客户不断流失，自然企业的利益也因此受损。相反，重视客户利益，让客户满意以提高客户对企业的忠诚度，不仅可以低成本地从老客户身上获取利益，而且可以因客户推介而提升新增客户销售额。关注客户个性需求

资料表明，越来越多的消费者在选择商品时，将能否满足个性需求当作首要前提，全球经济一体化使商品能够在全世界范围内自由流动，卖方市场的膨胀使消费者对商品的选择有了极大余地，“个性化”和“多元化”的价值观念及消费需求，促使消费者在选择商品时将个性化需求提到了前所未有的高度。著名的DELL公司之所以能够在群雄纷争的IT市场脱颖而出，非常重要的一点就是DELL建立了一套能够快捷地满足客户个性需求的企业文化体系。面向感情消费的经营思路

随着社会财富的不断积累，人们的消费观念已经从最初的追求物美价廉的理性消费时代过渡到感情消费时代，感性消费时代最突出的一个特点就是消费者在消费时更多的是在追求一种心灵的满足。感情消费时代产品本身已经摆在次要位置，消费者可以很方便地找到许多在价格、品质、外型等方面相似的商品，最终决定消费者取舍的因素，很有可能是消费者对企业的感情。感情是难以具体量化的东西，但它确实能为企业争取客户。而企业文化本身是影响企业能否有效地建立与客户之间的良好感情的关键因素，企业通过媒介、合作

伙伴、员工等渠道传达给客户的感觉，会影响客户的选择。麦当劳迎合感情消费的做法很值得借鉴。客户在享受麦当劳的美味快餐的同时，更多是在麦当劳的氛围里得到心灵的满足和快乐。

第三篇：成功定义

The Definition Of SuccessNowsdays,most people define success only in terms of a lot of people or a high position.However I think succcess is a combination of things—health,happiness and fulfillment.It is said that all the wealth and reputation is an unlimated number of “0”,while health is the “1”.If not the “1”,life is only a “0”.For example,my uncle worked very hard and earned much money,but in the last he was diagnosed with cancer because of toil.From him ,I see the health is real success.Besides ,happiness is another yardstick for measuring whether a person is really successful.Like Grandet,he is really a wealthy merchant.But every day he just guards his money and maltreats his daughter.Never does he gain real happiness.Nowadays there are many persons like Grandet.Although they are wealthy ,they is always being lonely,just because their family disharmony and their friends not being trusted.In addition to health and happiness,achievement also stands for success.As long as you can gain the sense of achievement,no matter what your achievements are are all successful.Maybe a nurse thinks she is successful just because she helps the doctor save a patient, maybe a cleanerthinks she is successful just

because it is she that makes the city more beautiful, maybe a peasant thinks he is successful just because he gains a lot this year.What is the success? There are thousand success in thousand persons’ eyes.I just think health,happiness and achievement make up of the real success.The Definition Of Success

Nowadays, most people define success only in terms of a lot of people and a high position.However I think success is a combination of things-health,happiness and achievement.It is said that all the wealth and reputation is an unlimited number of '0',while health is the '1'.If you lose your health,your life will be vacant.For example,my uncle has toiled very hard and earned lots of money,but now he was diagnosed with cancer because of exert.From him ,I see only health can be the real success.Besides ,happiness is another yardstick for measuring whether a person is really successful.Like Grandet, he is really a wealthy merchant.But every day he just guards his money and maltreats his daughter.Never does he gain real happiness.Nowadays there are many persons like him.Although they are wealthy ,they is always being lonely,just because their family disharmony and their friends not being trusted.Apart from health and happiness, achievement also stands for success.As long as you can gain the sense of achievement,you are all successful whether your achievement is big or small.Maybe a nurse thinks she is successful just because she helps the doctor save a patient, maybe a cleaner thinks she is successful just because it is she that makes the city more beautiful, maybe a peasant thinks he is successful just because he gains a lot this year.Obama, who is President of the United States, is successful.While Tom,who is a cleaner in White House,is also successful.What is the success? There are thousand success in thousand persons' eyes.Only like this can we be succeed really.The Definition Of Success

Nowadays,most people define success only in terms of a lot of people and a high position.However I think success is a combination of things-health,happiness and achievement.It is said that all the wealth and reputation is an unlimited number of '0',while health is the '1'.If you lose your health,your life will be vacant.For example,my uncle has toiled very hard and earned lots of money,but now he was diagnosed with cancer because of exert.From him ,I see only health can be the real success.Besides,happiness is another yardstick for measuring whether a person is really successful.Like Grandet, he is really a wealthy merchant.But every day he just guards his money and maltreats his daughter.Never does he gain real happiness.Nowadays there are many persons like him.Although they are wealthy ,they is always being lonely,just because their family disharmony and their friends not being trusted.Apart from health and happiness, achievement also stands for success.As long as you can gain the sense of achievement,you are all successful whether your achievement is big or small.Maybe a nurse thinks she is successful just because she helps the doctor save a patient, maybe a cleaner thinks she is successful just because it is she that makes the city more beautiful, maybe a peasant thinks he is successful just because he gains a lot this year.Obama, who is President of the United States, is successful.While Tom,who is a cleaner in White House,is also successful.What is the success? There are thousand success in thousand persons' eyes.I think the definition of success is composed of health,happiness and achievement.Only like this can we be succeed really.The Definition Of Success

Nowadays,most people define success only in terms of a lot of people and a high position.However I think success is a combination of things-health,happiness and achievement.It is said that all the wealth and reputation is an unlimited number of '0',while health is the '1'.If you lose your health,your life will be vacant.For example,Jack is a company man.He worked six days a week,five of them until eight or nine at night.And he was always eating fast food and never did sports.In return,his salary was dramatically large.However,he worked himself to death,finally and precisely,at three clock Sunday morning.Besides,happiness is another yardstick for measuring whether a person is really successful.Like Grandet, he is really a wealthy merchant.But every day he just guards his money and maltreats his daughter.Never does he gain real happiness.Nowadays there are many persons like him.Although they are wealthy ,they is always being lonely,just because their family disharmony and their friends not being trusted.Apart from health and happiness, achievement also stands for success.As long as you can gain the sense of achievement,you are all successful whether your achievement is big or small.Maybe a nurse thinks she is successful just because she helps the doctor save a patient, maybe a cleaner thinks she is successful just because it is she that makes the city more beautiful, maybe a peasant thinks he is successful just because he gains a lot this year.Obama, who is President of the United States, is successful.While Tom,who is a cleaner in White House,is also successful.What is the success? There are thousand success in thousand persons' eyes.I think the definition of success is composed of health,happiness and achievement.Only like this can we be succeed really.

第四篇：CRM系统理论定义

CRM系统理论定义

关于CRM的定义，不同的研究机构有着不同的表述。最早提出该概念的Gartner CRM系统

Group认为：所谓的客户关系管理就是为企业提供全方位的管理视角；赋予企业更完善的客户交流能力，最大化客户的收益率。客户关系管理是企业活动面向长期的客户关系，以求提升企业成功的管理方式，其目的之一是要协助企业管理销售循环：新客户的招徕、保留旧客户、提供客户服务及进一步提升企业和客户的关系，并运用市场营销工具，提供创新式的个性化的客户商谈和服务。HurwitzGroup认为：CRM的焦点是自动化并改善与销售、市场营销、客户服务和支持等领域的客户关系有关的商业流程。CRM既是一套原则制度，也是一套软件和技术。它的目标是缩减销售周期和销售成本、增加收入、寻找扩展业务所需的新的市场和渠道以及提高客户的价值、满意度、赢利性和忠实度。CRM应用软件将最佳的实践具体化并使用了先进的技术来协助各企业实现这些目标。CRM在整个客户生命期中都以客户为中心，这意味着CRM应用软件将客户当作企业运作的核心。CRM应用软件简化协调了各类业务功能（如销售、市场营销、服务和支持）的过程并将其注意力集中于满足客户的需要上。CRM应用还将多种与客户交流的渠道，如面对面、电话接洽以及Web访问协调为一体，这样，企业就可以按客户的喜好使用适当的渠道与之进行交流。而IBM则认为：客户关系管理包括企业识别、挑选、获取、发展和保持客户的整个商业过程。IBM把客户关系管理分为三类：关系管理、流程管理和接入管理。从管理科学的角度来考察，客户关系管理（CRM）源于市场营销理论；从解决方案的角度考察，客户关系管理（CRM系统）是将市场营销的科学管理理念通过信息技术的手段集成在软件上面，得以在全球大规模的普及和应用。作为解决方案（Solution）的客户关系管理（CRM），它集合了当今最新的信息技术，它们包括Internet和电子商务、多媒体技术、数据仓库和数据挖掘、专家系统和人工智能、呼叫中心等等。作为一个应用软件的客户关系管理（CRM），凝聚了市场营销的管理理念。市场营销、销售管理、客户关怀、服务和支持构成了CRM软件的基石。CRM系统综上，客户关系管理（CRM系统）有三层含义：体现为新态企业管理的指导思想和理念；是创新的企业管理模式和运营机制；是企业管理中信息技术、软硬件系统集成的管理方法和应用解决方案的总和。其核心思想就是：客户是企业的一项重要资产，客户关怀是CRM的中心，客户关怀的目的是与所选客户建立长期和有效的业务关系，在与客户的每一个“接触点”上都更加接近客户、了解客户，最大限度地增加利润和利润占有率。CRM的核心是客户价值管理，它将客户价值分为既成价值、潜在价值和模型价值，通过一对一营销原则，满足不同价值客户的个性化需求，提高客户忠诚度和保有率，实现客户价值持续贡献，从而全面提升企业盈利能力。尽管CRM最初的定义为企业商务战略，但随着IT技术的参与，CRM已经成为管理软件、企业管理信息解决方案的一种类型。因此另一家著名咨询公司盖洛普(Gallup）将CRM定义为：策略+管理+IT。强调了IT技术在CRM管理战略中的地位，同时，也从另一个方面强调了CRM的应用不仅仅是IT系统的应用，和企业战略和管理实践密不可分。CRM的实施目标就是通过对企业业务流程的全面管理来降低企业成本，通过提供更快速和周到的优质服务来吸引和保持更多的客户。作为一种新型管理机制，CRM系统极大地改善了企业与客户之间的关系，实施于企业的市场营销、销售、服务与技术支持等与客户相关的领域，同时也带动了软件市场的新一轮升温和一批明星厂商的兴起。

第五篇：汽车行业成功关键因素分析

汽车行业成功关键因素分析

1、雄厚技术的保障

汽车行业是高技术的制造行业。企业要想在这个行业获得成功，首先就必须要有技术保障。例如作为行业核心竞争力之一的发动机的生产制造技术，刹车片的耐热材料生产技术，以及车辆的生产组装技术。在经济全球化的今天，很多企业都是采购零件组装，优秀的汽车生产企业都有着自己独特的设计组装技术，以及核心部件的生产技术。

2、先进的制造工艺

汽车是由一个个零件组装起来的，生产制造工艺是汽车质量的保障。在采购、组装盛行的今天，一些世界级名牌能够保持其地位，主要就是依靠其设计和制造工艺。

3、强大的特约经销商网络

汽车行业在现今主要采取了代理经销方式。强大的经销网络不仅帮助汽车企业攻占市场，也有助于接收消费者的信息反馈。