专业的客户关系管理.pptx

客户关系管理 customer relationship management什么是客户关系管理？What is customer relationship management？客户关系管理（Customer relationship management 或简称 CRM），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，辅以相应的信息系统或信息技术如数据挖掘和数据库营销来协调所有公司与顾客间在销售、营销以及服务上的交互。Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. 客户关系管理（CRM）为您带来：Customer Relationship Management(CRM) is about delivering:经济增加值（经济附加值(Economic%20Value%20Added,EVA)%20.docxEVA）的提高Increased Economic Value Add(EVA)收入和利润的提高Increased revenue and profit通过对如下问题的了解：Through knowledge and understanding of :谁是你的客户 Who your customers are 他们目前和企业怎样相互作用How they interact with your business in the future他们希望未来和企业怎样相互作用How they wish to interact with your business in the future他们对你来说有什么价值，能带来什么效益How valuable and profitable they are to you他们对你意味着什么未来价值What their future value is to you使你能够对如下问题作出明智的决策By enabling you to make informed decisions about:企业总体的商业策略Overall business strategy for your organization你应该去赢取和发展哪些客户Which customers you should acquire and develop你应该去开发、获取或提供什么服务或产品What services or products you should develop, acquire or provide你需要支持发展哪些渠道What channels you need to support and develop怎样关注/组织你的企业以适应策略，取得最佳的运行效果How to focus/organise your business to deliver operational excellence aligned to the strategy主要内容Contents客户关系管理的推动因素 Drivers for CRM客户关系管理的框架 Framework for CRM区分CRM的主题和起点 Differing CEM themes Start PointsCRM方案中不同的角色 The different roles played in a CRM program策划CRM方案 Planning a CRM program执行CRM方案 Implementing a CRM program项目方式的实施案例 An example project method客户关系管理的推动因素Drivers for CRM着眼影响客户关系的主要问题，提供有待解决的问题清单，指出必须思考的要点。Looks at the main issues affecting customer relati