tantial, they are complex and difficult to implement, and if not professionally managed, can lead to the abuse of consumer privacy.
CRM is based on the concept that every interaction with the customer or partner is part of a larger relationship management process. The quality of that relationship must be maintained in order to best achieve enterprise goals. [24]
Right now CRM is the hottest topic of e-commerce environment. It focuses on the retention of customer by collecting all data from every interaction that every customer makes with a company from all access points whether they are phone, mail, web or field. The company can then use this data for specific business purposes, and at the same time, Marketing, Service, Support or Sales are concentrating on a customer-centric approach rather than a product-centric.
A successful CRM implementation include 6 critical phases as below:[25]
1. Researching problems and identifying objectives
2. Establishing and communication customer-centric strategy
3. Planning and making preparations
4. Redesigning work processes and consolidating corporate resources
5. Choosing the right software and CRM solution6. Finalizing and continuously improving
A CRM strategy is about both software and service. CRM software can enable effective Customer Relationship Management, and make an enterprise has the right leadership strategy and culture. The major vendors of CRM include SAP, Siebel, PeopleSoft无忧论文 【http://www.uklunwen.com】, and Oracle.[26] The CRM software market is expected to continue expanding dramatically. Meanwhile, The exploding demands for web-enabled CRM applications are creating a myriad of opportunities for service companies to add value.
One important aspect of CRM is personalization. Personalization is critical to helping suppliers use CRM technologies to find more customers, keep them, and give them better service than before. It is all about providing information that reflects what you know about a certain customer--and what you know is changing all the time. Basic personalization starts with simply using his or her name on a Web page. But the name game is no longer enough. When customers contact you, you gain their appreciation by having the answers they want.
The goals of personalization are simple: Learn and understand what the customer really wants, then ensure that the customer gets the same "look and feel" and message across any channel. The businesses that are most successful with their CRM strategies are those that learn to create solutions for their customers instead of finding customers for their products.[27] By gathering and processing simple dynamic data from the web, companies can use personalization to suggest promotions or offers. For example, if a company knows that the consumer prefers contact via the web or e-mail, it can use that consumer’s preferred channel to sell its products.
8. Value Chain
The traditional value chain describes the flow of |
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