外文翻译金融服务机构的客户关系管理.docVIP

外文翻译--金融服务机构的客户关系管理 毕业论文设计 外文翻译 外文原文 Customer Relationship Management CRM in Financial Services JOE PEPPARD Cranfield University School of Management UK Today many financial services organisations are rushing to become more customer focused A key component of many initiatives is the implementation of Customer Relationship Management CRM software Our research has highlighted that most institutions take a rather narrow view of CRM and as such benefits have been limited While second generation CRM has emerged to embrace the total organisation hence Enterprise CRM success in general has still not been widespread In the paper a framework is presented which is based on incorporating ebusiness activities channel managementrelationship management and backofficefront-office integration within a customer centric strategy 2000 Elsevier Science Ltd All rights reserved Once upon a time retailers banks insurance companies and car dealers had a close relationship with their customers They often knew them individually understood what they wanted and satisfied their needs through personal customised service As a result they earned loyalty and a large share of their customers business This however was a costly and inefficient system and customers effectively subsidised this relationship by paying higher prices Over the years through mass marketing and increased consumerism customers traded relationships for anonymity reduced variety and lower prices Today through the effective use of information and communications technology such a tradeoff is now not necessary organisations can offer their customers variety lower prices and personalised service and all at the same time An airline gate attendant whom you have never set eyes on knows you are a valuable customer and upgrades your seat to first class in preference to a once-a-year holiday traveler Your garage reminds you that your car is due for service A car hire company takes your reservation on a dedica