Customer Relationship Management

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顧客の親密の作戦を実現し、顧客満足の行動および顧客中枢的なプロセスを実行することを促進する。 Customer Relationship Managementの説明。

目次

  1. 要約
  2. フォーラム
  3. ベストプラクティス
  4. Expert Tips
  5. リソース
  6. 印字

Customer Relationship Management -概観Customer Relationship Managementは何であるか。 記述

Customer Relationship Managementはいくつかの方法で定義することができる。 何人かの人々 CRMの情報技術の重大さに、CRMが主に経営策であることをCRMが機能(マーケティングの)作戦、他強調するであることをある人々はそれを意味する顧客中枢的な組織を論争する、いくつか信じる重点を置く。 私達はGartner Group (2004年)による定義が魅力的であるPeelen (Customer Relationship Management 2006年)と同意する: CRMは結果が顧客の区分のまわりで組織し、顧客満足の行動を促進し、そして顧客中枢的なプロセスを実行することによって収益性、収入および顧客満足を最大限に活用するそれ可能にされた経営策である。


CRMは経営策、機能作戦より多くである。 それは全体として構成に触れる: マーケティング、販売、それ、兵站学、財政、生産、R & D、時間、経営、etcetera。 私達がこうしてCRMを定義すれば、それは大型CRMを実行することが非常に厳しい挑戦であることすぐに明らかである。


創造の有益で、非常に有効な(顧客表面仕上げ)プロセスは十分でない。 本当のCustomer Relationship Managementに顧客の親密の作戦、関係のマーケティングの哲学よりもむしろ全構成の顧客オリエンテーション、またトランザクションマーケティングの哲学は、要求される。
 

Customer Relationship Managementの起源。 歴史

80年代は重く顧客のデータベースに頼るDirect Marketingの出現を、見た。 Christan Grönroosは「北欧の学校」のGummessonを裏返し、セオドアLevittはこの記事の特別な述べに値する。 それらは関係のマーケティングを対トランザクションマーケティング記述する第1だった。 また彼らは関係中枢的な組織の特徴を定義し、対応するマーケティング用具を提供した。 1995年に、TreacyおよびWiersema (1995年)は彼らの3つのValue Disciplinesを記述した。 顧客の親密はそれらの1つだった。 その結果、顧客によって方向づけられる作戦にWEBベースの接触経営および情報用具からの90年代に、変形するCRM。


Customer Relationship Managementの使用法。 適用

  • 顧客の親密の作戦を実現したいと思う会社。
  • 顧客の友好的なイメージを達成したいと思う会社。

Customer Relationship Managementのステップ。 プロセス

次の事は主要な接客の方向づけられた組織を創造するために要素を構成する:

  1. 強い顧客方向づけられたリーダーシップ
  2. 関係方向づけられた組織である代表団は長期的な相互作用に向けた。
  3. 企業目的は顧客に向けられる。
  4. 主要な作戦は顧客の親密によって勝つことである。
  5. 会社の価値および従業員の価値は顧客を気遣うことに焦点を合わせる。
  6. 行動の基準は顧客の共感および長期的な関係およびコミットメントを造るために願いを反映する。
  7. 関係方向づけられた組織文化
  8. 中心にカスタマーコンタクトを置いている組織。 比較しなさい: Co-CreationBusiness Process Reengineering
  9. 人々: 顧客を気遣うempathic伝達・表現力
  10. Value Profit ChainおよびBalanced Scorecardのような柔らかい価値と堅い価値の、接続し、管理を助けることができるシステム。

Customer Relationship Managementの強さ。 利点

  • 顧客との強い関係は競争相手の行為に対して保護のある程度を提供する。
  • 忠節な顧客はより有益である場合もある。 新しい顧客に勝つことは高い、満足する顧客多くを買うかもしれない幸せな顧客付加的な顧客、等を持って来ることができるである。

Customer Relationship Managementの限定。 不利な点

  • 総合的な、全体的なの方法でCRMを実行することはsinecureでない。
  • 大きいCRMの投資を有益にすることは困難である。
  • CRMの支持できる競合上の優位性を達成することはさらにもっと困難である。

Customer Relationship Managementの仮定。 条件

  • 私達が顧客によければ、それらは私達によい。
  • 顧客の親密な訓練の方の現在の戦略的な訓練からの変更は可能である。

顧客の満足度の査定

顧客の幸福の実際のレベルを査定する2つの技術はサービス会社のためのCustomer Satisfaction modelそしてSERVQUALである。


本: エドPeelen - Customer Relationship Management -

本: Heskett、SasserおよびSchlesinger - Service Profit Chain -


Customer Relationship Management フォーラム
  Increasing Student Retention using Higher Education CRM
The student attrition problem has become a major concern for both public and private universities. According to the National Center for Education Statistics (NCES), about 59% of the first-time and full-time students seeking admission in four-year cou...
     
 
  CRM in Military Organizations?
Hi, is CRM used in military organizations?
If yes, how do they go about it and what's the advantage of using that?...
     
 
  Customer Relationship Management as a Strategic Development Philosophy
Customer Relationship Management is a term that not only describes a set of software tools bundled into a 'CRM' application but, is also becoming a guiding philosophy in the development of the strategic IT capabilities of an organisation.
As mar...
     
 
  Social Customer Relationship Management | Social CRM
Because of the increasing popularity of social media technologies, Customer Relationship Management now gives way to a broader perspective that acknowledges the new capabilities that are a result of social and technological shifts caused by social me...
     
 
  Fragmented Customer Service Processes
I think advancing customer service for most firms starts with unifying fragmented customer service processes. Only then can you move forward to more advanced CRM approaches....
     
 
  Customer Relationship Management Metaphor
CRM is like farming the field:
Firstly you should own some field of land.
Then you input seeds, water and fertilizer.
You need to pay attention to any diseases.
And you must look after all kinds of customers....
     
 
  CRM Case: Front Office
A hotel guest makes a complaint at the front desk, stating "Those enormous trees woke me up last night. I got no sleep.You owe me a complimentary room upgrade for this problem for the rest of my stay."
How would a front desk react to this?...
     
 
  Advanced Customer-Oriented Strategy: Customer Advocacy
The development of the Internet has resulted in more powerful consumers than before. The Internet facilitates the gathering of up to date information about products and services before making a purchase decision. They are now able to verify or...
     
 
  CRM in a Non-profit Context
Besides using CRM in profit-oriented companies, CRM can also be of importance in non-profit organizations. Buttle gives two examples of non-profit organizations that successfully implemented CRM:
1. Salvation Army: the management o...
     
 
  The CRM-paradox by Nguyen
Recently, the CRM-paradox has been put forward by Nguyen, meaning the following: in CRM it is very common to treat certain customer groups differently from others, since various consumers have different needs and wants.
Clearly, there are severa...
     
 
  CRM Practices in FMCG Sector
Do FMCG companies engage in using CRM? If yes, how do they go about it and what's their advantage since they are not service providing companies......
     
 
  Theories of Customer Relationship Management (CRM)
What are the main theories within customer relationship management (CRM)? If I said Justice Theory is one CRM theory, is this true? What about Relationship Marketing Theory?...
     
 
  Healthcare CRM Models?
Hi, I'm looking for healthcare CRM frameworks or models. What are the main Healthcare CRM Concepts? Thanks for your ideas......
     
 
  CRM in University Set Up
What kind of CRM tools are universities implementing?...
     
 
  Relationship with Company or with Employees?
Can a business customer relationship be said to exist between:
- a company and its customers
or is the relationship really between:
- a company's EMPLOYEES and the customers of the firm?...
     
 
  6 Markets Model (Payne, 1995)
Hi, can someone explain the 6 markets model which is Internal, Supplier, Referral, Recruitment, Influence and Customer market?...
     
 
  Why Customer Relationship Management? What Makes CRM Viable?
What makes CRM a viable option is the cost dynamics
- The cost of getting a new customer is 4 times the cost of retaining an existing customer.
- 80% of a firm's business comes from 20% of the customers.
Hence the firm should ch...
     
 

Customer Relationship Management 特別興味グループ


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Customer Relationship Management 教育とイベント


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ベストプラクティス - Customer Relationship Management プレミアム
  CRM: What Forms a Strong Customer Relationship?
Of course a vital relationship between customer and company is critical for CRM to be efficient. But what forms a strong relationship? The answer on this question is not always clear. Nguyen and Mutum mention f...
     
 
  Framework for Monitoring Customer Service
Dear all, please let me know what is an approproate framework for monitoring customer service.
Thank you in advance for your help. Miragha....
     
 
  What is the Impact of CRM on Organizational Performance?
What is the impact of CRM on organisational performance?
What are the bases of measurement and what other factors can be considered. Thank you....
     
 

Expert Tips (ENG) - Customer Relationship Management CRM プレミアム
 

Common Reasons for Failure of CRM Initiatives

Based on research, reasons for unsuccessful CRM initiatives are linked to following:
- Launching initiatives without an overall customer m...
Usage (application)Implementation of CRM Initiatives
 
 
 

Key Challenges of a CRM Implementation for Senior Managers

In an article, Behram Hansotia describes following key challenges of a CRM implementation for senior managers:
- Ensuring that the whole m...
Usage (application)Implementing Customer Relationship Management
 
 
 

3 Types of Customer Services

According to De Vries, Kasper and Van Helsdingen (2001) three types of customer services can be distinguished:
1. PERSONAL Customized Services...
Usage (application)Understanding The Nature of Customer Services
 
 
 

The New Consumer and CRM

Understanding customers' satisfying behaviors is a constantly changing process that can be understood only with an attentive analysis of the ultimate ...
Usage (application)Characteristics of the New Consumer
 
 
 

What are the Main CRM Activities?

Customer relationship management (CRM) is the business process that provides the structure for how relationships with customers are developed and main...
Usage (application)CRM Strategy, Activities
 
 
 

A Closer Look Into Customer Value

It is often argued that customer value is required for staying competitive and successful as organization. But in what ways can customer value be a cr...
Usage (application)Customer Value Analysis, Strategic Marketing, Innovation Strategy
 
 
 

Implementing Customer Equity Management

Customer equity can be seen as the lifetime value of a companies existing customer base plus the expected future lifetime value of newly ac...
Usage (application)Step-by-step Guide
 
 
 

Customer Centricity: Success Factors for Customer Intimacy

Customer / Consumer Centricity (CC) is a frequently used concept used by companies to achieve competitive advantages. It is often believed that CC can...
Usage (application)Value Disciplines, Customer Strategy, Customer Intimacy, Customer-oriented, CRM
 
 
 

The Customer Value Scorecard

According to Behram Hansotia, the Customer Value Scorecard (CVS) is a valuable tool to help prioritize CRM opportunities. The CVS shows ...
Usage (application)Prioritizing CRM Opportunities
 
 
 

How to Build Customer-Centric Organizations

In order to implement CRM in a holistic way and to make the customer the focal point of a company's strategy, Behram Hansotia argues in the art...
Usage (application)Holistic CRM
 
 
 

How to Embed CRM Capabilites in CRM Activities?

CRM is a cross-functional organizational process that focuses on establishing, maintaining, and enhancing long-term relationships with attractive cust...
Usage (application)CRM Strategy, CRM Capabilities
 
 
 

Customer Relationship TYPES

Next time you're using the term "CRM", remember there's an R in it... The R of "Relationship".
Actually, customers (want to) have many different ...
Usage (application)CRM, Relation Marketing, Branding
 
 
 

CRM in Financial Services

Jim Morgan, author of the article Customer Information Management (CIM): The Key to Successful CRM in Financial Services (Journal of Performa...
Usage (application)Implementing CRM
 
 
 

Six Steps for Integrating Social Media Into your Organization

In order to successfully integrate social media into your organization, six useful steps can be used. These are the following:
  1. DEFINE ...
    Usage (application)Social Media Integration, Using Social Media, Social Media for Business
 
 
 

The Actual Relationship Between Cross-buying and Consumer Loyalty

There has been an ongoing discussion as to whether cross-buying (buying goods from various categories) is the consequence of customer loyalty or if lo...
Usage (application)Customer Loyalty, Consumer Loyalty, Cross-Selling, Cross-Buying, Sales Management, Account Management
 
 
 

Extreme Customer Trust as a Source of Competitive Advantage

Many companies are already highlighting the importance of trustworthiness by setting and sustaining honest prices and providing reasonable services. A...
Usage (application)Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy
 
 

リソース - Customer Relationship Management プレミアム
 

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Customer Relationship Management method
     
 

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Customer Relationship Management approach
     
 

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Customer Relationship Management method
     
 

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Customer Relationship Managementをと比較した: 関係のマーケティング  |  Value Disciplines  |  多チャネルのマーケティング  |  分析的なCRM  |  操作上CRM  |  Customer Satisfaction model  |  SERVQUAL  |  Co-Creation


経営ハブに戻る: コミュニケーションとスキルマーケティング  |  戦略


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