外文翻译--客户关系管理系统成功的因素.docVIP

毕业论文（设计） 外文翻译 Factors for Success in Customer Relationship Management (CRM) Systems Hugh Wilson^,Elizabeth Daniel and Malcolm McDonald Cranfield School of Management Abstract.The importance of effective customer relationships as a key to customer value and hence shareholder value is widely emphasised. In order to enhance these relationships, the application of IT to marketing through customer relationship management (CRM) software, e-commerce and ther initiatives is growing rapidly. This study examines the factors that influence the successful deployment of CRM applications, with particular emphasis on those factors which are distinct from other areas of application. Using the analytic induction method, success factors were derived from five in-depth case studies. Resulting factors underemphasised in previous literature include: the need for project approval procedures which allow for uncertainty; the need to leverage models of best practice; the importance of prototyping new processes, not just IT; and the need to manage for the delivery of the intended benefits, rather just implementing the original specification. Keywords: customer relationship management, IT, case studies, analytic induction, success factors, barriers, marketing Introduction Ever since the influential study by Reichheld and Sasser, which showed the large impact on profitability of small increases in customer retention rates, the marketing community has been more conscious of the need to manage customer relationships in the long term as well as prior to the first sale. The argument has been further strengthened by data on the low cost of better retention as compared with better acquisition and the increasing profitability of customers the longer the relationship lasts . The term relationship marketing, coined by Berry .The popularity of this term has presumably influenced the adoption of the term customer relationship management (CRM) over more recent years. Although some use the term as a synon