探讨客户关系管理系统的框架【外文翻译】.docVIP

毕业论文（设计） 外文翻译 A Framework for Understanding Customer Relationship Management Systems Graeme Shanks Department of Information Systems, The University of Melbourne, Australia Ilona Jagielska Caulfield School of Information Technology, Monash University, Australia Malini Jayaganesh Department of Information Systems, The University of Melbourne, Australia Abstract.This paper presents a structured framework for understanding the benefits of CRM systems. The framework is comprised of a set of benefits grouped into categories with empirical indicators and example metrics. The framework provides researchers with a systematic approach for exploring CRM system benefits and provides a sound base for further empirical research. It also provides practitioners with a means of defining objectives for CRM projects during specification of the business case and for conducting post-implementation reviews. Keywords: customer relationship management, CRM system benefits I. INTRODUCTION Customer relationship management (CRM) is concerned with the business processes and enabling technologies that focus on managing and improving relationships with customers in the areas of sales, marketing, and customer support and service. CRM systems consist of operational and analytical technological components as well as relationship marketing strategies and supporting, customer-centric business processes . Although CRM systems were initially designed to help solve operational and tactical problems, they have since evolved to support strategic initiatives and are used by a variety of employees, from front office staff to senior managers. As companies move into the new consumer-driven economy, customers are their most important asset and their success in the globalized economy depends on effective customer relationships . CRM systems are perceived as important strategic imperatives , with investment forecasts predicting that global spending on these systems is expected to increase over the coming y