Customer Relationship Management [고객관계관리]

지식 센터

Customer Relationship Management [고객관계관리]는 무엇인가? 기술

Customer Relationship Management [고객관계관리]는 다수 방법으로 정의될 수 있다. 어떤 사람들 CRM에 있는 정보 기술의 의미를, CRM가 1 차로 사업 전략다는 것을 CRM가 기능적인 (마케팅) 전략, 다른 사람 강조한ㄴ다는 것을다는 것을 어떤은 그것을 의미한다 고객 중심 조직을 변론한다, 어떤 믿는다 강조한다. 우리는 Gartner Group (2004년) 에의한 정의가 매력적인 Peelen (Customer Relationship Management [고객관계관리] 2006년)와 동의한다: CRM는 결과가 고객 세그먼트의 주위에 편성하고, 고객 만족시키는 행동을 육성시키고 고객 중심 과정을 실행해서 수익성, 수익 및 소비자 만족도를 낙관하는 그것 가능하게 된 사업 전략이다.

CRM는 사업 전략이고 기능적인 전략 보다는 더 많은 것이다. 그것은 총괄하여 조직을 만진다: 매매, 판매, 그것, 물류, 재정, 생산, 연구 및 개발, 시간, 관리, 기타. 우리가 이렇게 CRM를 정의하는 경우에, 표준 사이즈 CRM를 실행하는 것이 위협하는 도전이다 즉시 명확하다.

창조 유리한 아주 능률적인 (클라이언트 향함) 과정은 이젠 그만이 아니다. 진실한 Customer Relationship Management [고객관계관리]를 위해 고객 친밀 전략, 관계 매매 철학 보다는 오히려 전체 조직의 클라이언트 오리엔테이션 뿐 아니라 거래 매매 철학은, 요구된다.
 

Customer Relationship Management [고객관계관리]의 유래. 역사

1980년대는 무겁게 클라이언트 데이타베이스를 의지하는 Direct Marketing [다이렉트 마케팅]의 출현을, 보았다. Christan Grönroos는 "북유럽 학교"의 Gummesson를 뒤입고 이 기사에서 특별한 언급이 Theodore에 의하여 Levitt 가치가 있다. 그들은 관계 마케팅을 대 거래 매매 기술하는 첫번째 이었다. 또한 그들은 관계 중심 조직의 특성을 정의하고 대응 매매 공구를 제공했다. 1995년에, Treacy와 Wiersema (1995년)는 그들의 3 Value Disciplines [가치영역]를 기술했다. 고객 친밀은 그들중 하나이었다. 그 결과로, 고객에 의하여 동쪽으로 향하게 하는 전략에 웹기반 접촉 관리와 정보 공구에서 1990 년대에서, 변형되는 CRM.

Customer Relationship Management [고객관계관리]의 사용. 응용

• 고객 친밀 전략을 깨닫고 싶은 회사.
• 고객 친절한 심상을 달성하고 싶은 회사.

Customer Relationship Management [고객관계관리]에 있는 단계. 프로세스

뒤에 오는 것은 주요 고객 관계 동쪽으로 향하게 한 조직을 창조하기 위하여 성분을 구성한다:

1. 강한 고객 동쪽으로 향하게 한 지도력.
2. 관계 동쪽으로 향하게 한 조직일 것이다 임무는 장기 상호 작용을 겨냥했다.
3. 기업 목표는 고객이라고 겨냥된다.
4. 주요 전략은 고객 친밀에 의하여 이기기 위한 것이다.
5. 회사 가치와 직원 가치는 고객을 걱정에 집중한다.
6. 행동 기준은 고객 감정이입과 장기 관계 및 투입을 건설하기 위하여 소원을 반영한다.
7. 관계 동쪽으로 향하게 한 조직 문화.
8. 센터에 있는 고객 접촉을 두고 있는 조직. 비교: Co-Creation [코크리에이션, 소비자연계가치창조], Business Process Reengineering [BPR, 사업재구축].
9. 사람들: 고객을 걱정하는 감정 이입 대화술.
10. Value Profit Chain [가치 이익 사슬] 및 BSC[일목균형요약표]와 같은 연약한 가치로 단단한 가치를 연결하고 처리하는 것을 도울 수 있는 체계.

Customer Relationship Management [고객관계관리]의 강점. 이점

• 클라이언트와 가진 강한 관계는 경쟁자의 활동에 대하여 보호의 정도를 제안한다.
• 충성하는 고객은 더 유리할 수 있다. 새로운 고객을 이기는 것은 비싸고, 만족한 고객 더 많은 것을 살지도 모른다, 행복한 고객 추가적인 고객, 등등을 가져올 수 있다이다.

Customer Relationship Management [고객관계관리]의 한계. 단점

• 전체론 방법에 있는 CRM를 실행하는 것은 아무 한직도 없다.
• 큰 CRM 투자를 유리한 시키는 것은 곤란하다.
• CRM를 가진 지속적인 경쟁우위를 달성하는 것은 훨씬 곤란하다.

Customer Relationship Management [고객관계관리]의 가정. 조건

• 우리가 고객에게 좋은 경우에, 그들은 저희 좋을 것이다.
• 고객 친밀한 분야로 현재 전략 분야에서 변화는 가능하다.

클라이언트 만족 수준 사정

고객 행복의 실제적인 수준을 사정하는 2개의 기술은 서비스 업체를 위한 Customer Satisfaction Model [고객만족모델] 그리고 SERVQUAL[서브퀄, 서비스품질측정]이다.

참고도서: Ed Peelen - Customer Relationship Management [고객관계관리]

참고도서: Heskett, Sasser 및 Schlesinger - Service Profit Chain [서비스수익 사슬]

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추가 연구 링크 고객관계관리다음과 관련된 다른 유용한 소스로 자동으로 이동합니다 . 뉴스 영화 프리젠 테이션   서적 플라톤 학파 사람들 더

관련 개념 Customer Relationship Management [고객관계관리]: 관계 마케팅  |  Value Disciplines [가치영역]  |  다 채널 마케팅  |  분석 CRM  |  조작상 CRM  |  Customer Satisfaction Model [고객만족모델]  |  SERVQUAL[서브퀄, 서비스품질측정]  |  Co-Creation [코크리에이션, 소비자연계가치창조]

다른 페이지로 이동: 의사소통과 기법들  |  마케팅 및 영업  |  전략 및 혁신

관리 방법, 모형 및 이론 더