个人应如何获得客户关系管理-外文翻译.pdfVIP

外文翻译 原文 how personal should customer relationship management get Material Source: BT Technology Journal • Vol 21 No 1 • January 2003 Author: N J Millard Customer relationship management (CRM) is built upon th foundation of a single definitive view of customers which spans functions, channels, products and customer types and drives every customer interaction. CRM purports to recreate th traditional corner shop experience to millions of clients. CRM’s lifeblood is the ability to deploy knowledge at the right time, in the right format to the right person. Technology is at the heart of this but technology alone is an enabler of CRM not a guarant of a good customer experience. Fluss et al define the role of CRM as: • capturing customer data across the enterprise, • consolidating all internally and externally acquired customer-related data in a central database, • analysing th consolidated data,distributing th results of that analysis to various customer touchpoints, • using this information when dealing with customers via any touchpoint (e.g. call centre, face to face, Internet). CRM should enabl companies to deliver a superior level of service. Unless this customer knowledg can b translated into a simple, personalised and easily digestibl format,wherever and whenever it is n ded, a differentiated servic is unlikely to be offered. 1 How personal should CRM get In an increasingly commoditised market, companies are looking to differentiat through their service surround. Delivering a tailored service is an attractive solution to this problem because the resulting relationship implies increased customer loyalty and, therefore, increased share of wallet. However, this comes from a company’s desire t