什么是运营型CRM? 释义
运营型顾客关系管理(Operational CRM)是顾客关系管理的一个分支,主要是指通过呼叫中心、网站、直销、传销等形式与顾客实现互动。 运营型CRM为前台业务流程提供支持,诸如销售、市场及客服等。 与顾客的每一次交互过程都会被存入客户数据库, 这些顾客信息在日后可以根据需要被方便地调用。 因此,即便不是最初与该顾客打交道的员工(尤其是在那些采取多渠道营销方式的公司内),他们也可以接触和处理该顾客的业务,而不必反复问及顾客的个人信息数据。
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运营型CRM的步骤。 流程
运营型CRM涉及到一个交互循环(Contact Cycle)的问题。 这个交互循环的起点是发现新的客户关系,然后对其进行转换,做出欢迎,直至发生第一笔订单。 当客户关系确定之后,进一步发掘该关系的价值。 在此过程中,要对顾客的任何不满和问题进行及时处置,如有必要,采取赢回(Winback)行动。比较:顾客管理活动模型(Customer Management Activity model, CMAT™),参见上图。
顾客满意程度评估。
对于服务性行业来说,有两种方法可以用来评估顾客的满意程度,即顾客满意度模型和SERVQUAL法。
运营型CRM 小组。

小组 (2名成员)
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关于以下内容的论坛讨论:运营型CRM。您可以在下方提出有关此主题的问题、分享您的经验、报告新的发展或解释一些事情。
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Motivating Call Center Workers
Do call center knowledge workers have to be micro managed as most are on an hourly or semi hourly basis, or is there a more effective method of motivating with almost total self management which inclu...
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关于运营型CRM的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。
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关于Operational CRM(英语)的高级见解。在这里,您将找到专家的专业建议。
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Operational CRM Activities Go Beyond Selling! Checklist of Other Operational CRM Activities Remember that Operational CRM includes a wide range of activities that are remotely performable, aimed to understand and...
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What are the Pitfalls of Operational CRM? Understanding the CONs of Operational CRM Direct marketers and their customers usually enjoy mutually rewarding relationships. Sometimes, however, a darker side o...
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Understanding Call Center Skills Psychological Issues and Requirements for Telemarketers Telesales people require different skills than direct sales persons. Many people - both buyers and sellers - prefer to h...
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What are the Drivers behind Operational CRM? Understanding the PROs of Operational CRM In todays business scenario, no matter what industry we consider, people make a broad use of the phone and IT tools for...
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有关运营型CRM的各种信息来源。在这里,您将找到Powerpoint,视频,新闻等可用于您自己的讲座和讲习班。
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比较: Customer Relationship Management[顾客关系管理] | SERVQUAL[SERVQUAL法] | Customer Satisfaction Model[顾客满意度模型] | Multi Channel Marketing[多渠道营销] | Affiliate Marketing[联盟营销] | Direct Marketing[直销] | 4S Web Marketing Mix[4S网络营销组合] | Analytical CRM[分析型顾客关系管理]
返回到分类主页: 沟通与技能 | 营销和销售
更多管理方法、模型和理论
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