客户关系管理外文文献翻译

学院XXX毕业设计（论文）外文资料翻译学院计算机与软件工程学院专业计算机科学技术（软件工程方向）姓名:学号:外文出处Goy Kakus.THE RESEARCHOFCUSTOMER RELATIONSHIPMANAGEMENTSTRATEGY[J].International JournalofManagement ResearchReview,,19624-

635.sales orservice-related.While theterm customer relationship managementis mostfrequentlyused toexplain a business-customer relationship,CRM systemis usedin thesame wayto handlebusinesslinks,clients,contract winsand salesleads.Customer Relationship Management isoften considerationof asabusinesspolicy thatenablesbusinesses to*know the customer*Retain customersthrough bettercustomer experienceMagnetizenew customer*Win newclients andcontracts*Boost profitablyReducecustomer managementcostsBusiness frequentlylooking forways topersonalize onlineexperience throughtoolssuch ashelp-desk software,email organizersand dissimilartypes ofenterpriseapplications.Well-designed CRM includes thefollowingcharacteristics

1.Customer RelationshipManagement is a customer-oriented aspectwithservice responsebased onclient input,one-to-one solutionsto customers1necessities,direct onlineinteractions withbuyer and customer servicecenterstha facilitatecustomers solvetheir query.

2.Sales forceautomation-This jobcan applysales promotion analysis,automate trackingof aclientT saccount historyfor frequentsales orprospect sales,and alsocoordinate sales,marketing,call centers,and retailoutlets inorder tounderstandsales forceautomation.

3.Use oftechnology-This featureis aboutfollowing thetechnology trendandskills ofvalue deliveringusing technologyto make，rup-to-the-secondH customer dataavailable.It appliesdata warehousetechnology inorder toaggregate transactioninformation,to mergethe informationwith CRMsolutions,and to provide KeyPerformanceIndicators.

4.Opportunity management-This featurehelps thecompany tomanage impulsivegrowthand demand and implementa goodforecasting modelto integratesales historywith salesprojections.LITERATURE REVIEWCRM is oneof thosemagnificent conceptsthat sweptthe businessworld in the19901s withthepromise offorever changingthe waybusinesses smalland larg1interacted withtheircustomer bases.In the short term,however,it provedto beai unwieldyprocess thatwasbetter intheory thanin practicefor avariety ofreasoi Firstamong thesewas that it wassimplyso difficultand expensiveto trackand keethe highvolume ofrecords neededaccuratelyand constantlyupdate them.In thelast severalyears,however,newer softwaresystems and advanced trackingfeatureshave vastlyimproved CRMcapabilities and the realpromise of CRMisbecoming areality.As theprice ofnewer,more customizableInternet solutionshave hit themarketplace；competition hasdriven theprices downso thateven relativelysmall businessesarereaping thebenefits of some customCRM programs.In the beginning...The1980fssaw theemergence of database marketing,which wassimply acatch phrasetodefine thepractice ofsetting upcustomer servicegroups tospeak individuallyto allofa company!s customers.In thecase oflarger,key clientsit valuabletool forkeeping thelinesof communicationopen andtailoring serviceto theclients needs.In thecase ofsmaller clients,however,it tendedto providerepetitive,survey-likeinformation thatcluttered databasesand didntprovide muchinsight.As companiesbegantracking databaseinformation,they realizedthatthe barebones wereall thatwas neededinmost caseswhat theybuy regularly,what theyspend,what theydo.Advances inthe1990sIn the1990*s companiesbegan toimprove onCustomer RelationshipManagement bmakingit moreof atwo-way street.Instead ofsimply gatheringdata for their owuse,they begangivingback to their customersnot onlyin termsof thobvious goaof improvedcustomer service,but inincentives,gifts and other perksfor customer loyalty.This was the beginningof thenow familiarfrequent flierprograms,bonus pointson creditcardsandahost ofother resourcesthat arebased onCRM trackingof customeractivity andspendingpatterns.CRM wasnow beingused asa wayto increasesales passivelyas well asthrough activeimprovement ofcustomer service.The lastfew years...In,Oracle releasedtheir GlobalCRMin90Days packagethat promisedquickimplementation of CRM throughoutcompany offices.Offered withthe packagewasa setfee servicefor-up andtraining forcore business needs..setAlso in a stellaryear forCRM,SAP AmericasmeySAP beganusing a“middleware,hub thatwas capableof connectingSAP systemsto externalsand frontand backofficesystems fora unifiedoperation thatlinks partners,employees,process andtechnologiesin aclosed-loop function.Siebel consistentlybased itsbusiness primarilyon enterprisesize businesseswillingto investmillions inCRM systems,which workedfor them tothetune of$

2.1billionin.However,in andrevenues slippedas severalsmaller CRMfirmsjoined thefray asASPs ApplicationService Providers.These companiesincludingUpShot,NetSuite andSalesNet,offered businesses-style trackingand CRdatamanagement withoutthe highcost oftraditional CRMstart-up inOctober ofSiebel launchedCRM on demandin collaborationwith IBM.Their entryinto thehosted monthlyCRM solutionnichehitthe marketplace withgale force.To someof thmonthly ASPsit wasa callto arms,to othersit wasa signof Siebelsincr confusionover brandidentity andincreasing lossofmarket share.In astroke ofgenius,Siebel acquiredUpShot afew monthslater toget themstarted andsmooththeir transitioninto theASP market.It wasa successfulmove.With Microsoftnow inthe game,it!s toosoon totell whatthe resultswill be,bit seemslikely thatthey mayget someshare ofsmall businessesthat tendto buybased onfamiliarityand usability.ASPs willcontinue togrow inpopularity asweespecially withmid-sized businesses,so companieslike NetSuite,SalesNet andSiebelf sOnDemand willthrive.CRMon the webhas comeof age!Marketing scholarsare studyingthe natureand scopeof CRMand aredevelopingconceptualizations regardingthe valueand processof cooperativeandcollaborative relationshipsbetween buyersand sellers.Many scholarswith interestsinseveral subdisciplinesof marketing,such aschannels,services marketing,business-to-business marketing,advertising,and soforth,are activelyengaged irstudyingand exploringthe conceptualfoundations ofmanaging relationshipswith customers.They areinterested in strategiesand processesfor customeiclassificatio andselectivity；one-tonerelationships withindividual customers；ke;account managementandcustomerbusinessdevelopment processes；frequency marketing,loyalty programs,cross-selling andup-sellingopportunities；and variousforms ofpartnering with customers includingco-branding,joint-marketing,co development,andotherforms ofstrategic alliancesParvatiyar Sheth,.Scholars fromoth academicdisciplines,particularly thoseinterestedinthe areaof informationsyste anddecisiontechnologies,are alsoexploring newmethodologies andtechniques thacreate efficientfrontlineinformation systemsFIS toeffectively managerelationshipswithcustomers.Several softwaretools andtechnologies claimingsolutionsfor variousaspects ofCRM haverecently beenintroduced forcommercial application.Themajority of these toolspromise toindividualize andpersonalize relationshipswithcustomers byproviding vitalinformation atevery pointintheinterface withthe customer.Techniques such as collaborativefiltering,rule-basedexpert systems,artificial intelligence,and relationaldatabases areincreasingly bappliedto developenterprise levelsolutions formanaging informationon customerinteractions.The purposeof thispaper isnot toevaluate theseapplication toolsa technologies.Thoseaspects areconsidered elsewhereby theauthors aswellasby severalcommercial researchorganizations,suchasForrester ResearchandtheGartner Group.Our objectiveis toprovidea conceptualfoundation for understanding thedomain ofcustomerrelationship management.To doso,we developa frameworkforunderstandingthe variousaspects ofCRM strategyandimplementation.CRM SOFTWARESelectinga Customer RelationshipManagementprogram meansfinding thesoftwar thatfitsthe company1sneeds.CRM softwarecomes withmany featuresand tools,an despitethe factthatmany ofCRM productsoffer alikefeature setsthere aresom uniquetools ineach one.Programs canbe dividedinto categoriesby thefoliowin criteriaFeatures meanhow wellitintegrates withother applicationex.OutlookGmail,iCall etc.and howavailable informationis.It coverseveryth fromcalenda alertsandto-do liststo mobileaccess andsynchronization capabilities.Contac informationrankingoutlines theprogram1s abilityto storespecific informationfo eachcontact.Business worldisafast-paced somanagers areneeds tobe ablet accesscustomer1s informationquickly.Sales andmarketing tools designed tohelp ansustain currentclients andgain newones.Important thatthis toolshelp fincampaigns withpositive ROIand thosethat arenotperformed.Easeof useis aboutapp!sdesign.Programs arechecked onclean,quick navigationandeasy-to-locate of the mostimportant items.Help andsupport isabout whatsupportCustomer RelationshipManagement softwareproducer providesfortheirproduct RESEARCHMETHODOLOGYThisresearch paperis basedonthesecondary sourcesofdatacollected fromBooks,Journals,various researchpapers,different reportspublished byGovt.otheragencies,newspaper internet.Five KeyStrategies with CRMBut whatexactly doesCRM enableand whatare thepossible benefitsWhile there aresurely manyapproaches beingespoused inthemarkettoday,therearefive mainstrategiesthat companiescan employto surviveand thriveduring indecisiveeconomic conditions

1.Focus onexisting customers

2.Maximize revenue opportunities

3.Do morewith less

4.Reduce operationalcosts

5.Optimize existingIT assetsItis commonknowledge inbusiness circlesthatit is appreciablycheaper tomaintainexisting customersthan toattain newones.By providingemployees withimmediate accesstoactionable customerdata,organizations canbetter recognizethe rightcustomers,enhancetheir loyalty,and maximizetheir profitability.Effective customerretention beginswith knowledge.Companies shouldassemble a completecustomer profilethat allowsusers tosee alldemographic data,interactions,communications,and purchasesmade.This information,combined withrobust segmentation and analysistools,enables organizationsto bettergauge the profitability ofeach customer.Organizations canthencreate programsand policiesappropriate withthe customersprofitability.For example,organizations canconfigure callrouting systemsto automaticallyidentify highvaluecustomersand routethemtopremium customer service representatives.Or withaccess tokeymetricsagents maybe empoweredtoprovideon-the-spot discountsbalanced witheach customer1s value.But routingthe callis onlythebeginning.In today*s markcustomers wantquality notquantityof information.Customer serviceagents shouldbe empoweredto resolveissues morefastby beingequipped withacompleteclient historyandafull viewof serviceincidentsso they can zeroin onrelevant factsprovide theappropriate serviceor product.And withaccess to orderand invoiceinformation withinthe CRMsystem itself,customer serviceagentscan quicklyanswe]billing questionswithout tedioustransfers toother departments.Asimportant asefficient inboundcommunication is,itisproactive,relevant communicationthaloften endearsan organization to itscustomers.For example,organizations cansei upanautomated process to alertaffected customersof possibleissues,such aiproduct defects,and thenautomatically sendout proactivecommunications tokeei theircustomer baseinformed.Or they can setup asimpleprocess toautomatically sendout timelymessages,like birthdaycards orproduct vouchersbasedonaspecific dateor longcustomerloyaltyto showappreciation thecustomer.It isoftenthese littlethings,that strengthenthe connectionbet】company andcustomer.With360-degree customerviews,insightful analytics,am streamlinedcustomer servicecapabilities,MicrosoftDynamics CRMallows organizationsto betteridentify,service,andretain customers.Establishing customerloyalty isonly halfoftheequation.Organizations also附件

1.外文资料翻译译文；

2.外文原文指导教师评语:署名:年2月26日注请将该封面与附件装订成册附件1外文资料翻译译文客户关系管理战略研究摘要客户关系管理处理方案，经过为你提供客户业务数据来帮助你提供客户想要服务或产品,提供愈加好客户服务、交叉销售和更有效销售，达成交易，保留现有客户并愈加好地了解你客need tomaximizetheprofitabilityof theirexisting customersand bettercapitalize revenueopportunities.Organizations canuse robustsegmentationanddata minincapabilities toidentifytrends andpatterns thatindicate keyselling scenariosbe onbuying behavior,demographics,or othercriteria.Taken toanother level,organizations mightleverageleading indicatorsuchas life-time valueLTV topredict futureprofitability anduse thatinformationasthebasis formore accuralead scoringand effectivesales engagementBENEFITSOF CUSTOMERRELATIONSHIP MANAGEMENTThebiggest benefitmost businessesrealize whenmoving toa CRMsystem comesdirectlyfrom havingall yourbusiness datastores andaccessed froma singlelocation.Before CRMsystems,customerdatawas spreadout overoffice productivitysuite documents,email systems,mobile phonedata andeven papernote cardsand Rolodex.Storing allthe datafrom alldepartmentse.g.sales,marketing,customerserviceand HRinacentral locationgivesmanagement andemployees immediateaccesstothe mostrecent datawhen theyneed it.Departments cancollaborate withease andCRM systemsand ithelps andorganizationtodevelopefficient automatedprocesstoimprove businessprocesses.Other benefitsinclude a360-degree viewof allcustomer information,knowledge ofwhatcustomers andthe generalmarket wantsandintegration withyour existingapplications toconsolidate allbusiness information.CONCLUSIONAs theeconomic environmentcontinues tofluctuate,many organizationsare askingthemselveswhat strategiestheycanpursue tobring tangiblebusiness benefitswhile takingstockoftheeconomicconditions.In agrowth economy,businesses typicallywork hardtoexpand theircustomer baseand spendaggressively tostoke thegrowth engine.When moneyistight however,existing customerrelationships growin importanceas organizationseekacost-effective wayto nurturebusiness expansion.And whilethere isno magicpill orpanacea,customei relationshipmanagement CRMsolutions canprovide thefoundation forsustainablegrowth andenable organizationsto surviveand thrivein theseuncertain times.Binvesting inoperational efficiencies,organizations cansave moneyover timean finthemselvesbetter positionedto takethe leadwhen timesimprove.By focusingon theircustomers,theycancontinue tonurture thebusiness,strengthen criticalrelationships,and bettercapitalize onrevenueopportunities.户是谁本文探讨了客户关系管理模型在取得、保持与发展策略方面优势然而，我们对其定义和意义还存在一些迷惑本文经过考查关系营销和其余学科方面相关文件，解释了客户关系管理概念基础，从而对客户关系管理知识作出了贡献关键词客户关系管理模型，客户关系管理博弈改变者与关键策略引言CRM是客户关系管理简称它特征在于企业与客户沟通，不论是销售还是服务相关客户关系管理这一术语经惯用来解释企业客户关系，客户关系管理系统也以一样方式被用来处理商业联络，赢得客户，达成协议和赢得销售客户关系管理通常被考虑作为一个业务策略，从而使企业能够*了解客户*经过愈加好客户体验留住客户*吸引新客户*赢得新客户和达成协议*提升盈利*降低客户管理成本*经过服务台等工具软件，电子邮件组织者和不一样类型企业应用程序，企业业务经常寻求个性化在线体验设计精良客户关系管理包含以下特征:

1.客户关系管理是一个以用户为中心并以客户投入为基础服务响应，一对一处理客户必需品，买家和卖家服务中心直接在线互动，帮助客户处理他们疑问

2.销售能力自动化一一这个工作能够应用于商品促销分析，自动跟踪客户账户历史频繁销售或销售前景，并协调销售、营销、客户服务中心零售商店为了解销售能力自动化

3.使用技术一一其特征是依照技术趋势和技能价值传递，使用技术来提供“即时”客户数据应用数据仓库技术，以聚合交易信息，融合客户关系管理处理方案信息，并提供关键性能指标

4.机会管理一一该功效有利于企业管理能力提升，并经过实施好预测模型整合销售历史以取得而预测销售文件综述客户关系管理是1990年席卷商业界宏伟概念之一，希望永远改变企业与他们客户商业方式然而，就短期来看，因种种原因，它被证实是一个不适用方法，其理论上要好于实践首先，在跟踪和保持高容量统计中需要不停精准化和更新，这看来是如此困难然而，在过去几年里，更新软件系统和高级跟踪功效大大提升了客户关系管理能力，客户关系管理真正承诺已成为现实因为不停更新价格，更多可定制网络处理方案冲击了市场；竞争造成价格下降，所以，即使是规模相对较小企业，也从客户关系管理项目得到了一些益处一开始……1980年出现数据库营销，仅仅在口头上要求建立客户服务组织，单独与一个企业全部客户进行沟通在大多数情况下，关键客户端是一个有价值工具，能保持沟通渠道通畅和定制服务客户需求然而，对于小客户来说，它倾向于提供重复、近似调查信息，凌乱信息数据库，并没有提供任何看法伴随企业开始追踪数据库信息，他们意识到需要在大多数情况下考虑，他们经常买什么，他们花费什么，他们做了什么1990年推进1990年，企业开始改进客户关系管理这已不是简单地搜集数据供自己使用，他们开始回馈用户，不但依据显著改进客户服务目标，而且以激励、礼品和其余津贴方式取得客户忠诚度由当前熟悉传单计划开始，包含信用卡消费积分，以及以客户关系管理中跟踪客户活动和消费模式为基础其余资源客户关系管理现在被用来增加被动销售以及主动改进客户服务最近几年……年，甲骨文企业公布了他们90天计划客户关系管理处理方案，经过企业办公室快速实施客户关系管理方案提供是设置关键业务需求一样在年（客户关系管理飞速发展一年），美国服务访问点开始使用“中间设备”中心，它能连接服务访问点系统外部前台和后台系统，实施统一操作，联络合作搭档、员工，及闭关步骤中程序和技术西贝尔基于连续业务主要是企业规模交易，愿意在客户关系管理系统中投资数百万，年投资达21亿然而，在年和收入出现下跌，几家规模较小客户关系管理企业作为ASP（应用服务提供商）也加入了战局这些企业，包含UpShot,网速企业和SalesNet,提供企业客户关系管理跟踪和数据管理而没有传统高成本客户关系管理在年10月出现，西贝尔与国际商业机器企业合作推出客户关系管理他们开始托管每个月客户关系管理处理方案每个月应用服务供给商号令，他人看来是西贝尔日益混乱品牌标识和市场份额损失西贝尔建立UpShot企业几个月后，他们开始平滑过渡到应用服务供给商市场这是一个成功举动竞争者微软，告诉我们结果是什么还为时过早，但似乎他们可能得到一些小企业份额，并倾向于收购基于熟悉和可用性企业应用服务供给商受欢迎程度将继续增加，尤其是在中型企业中，所以一些企业如网速企业、SalesNet和西贝尔企业需求越来越大互联网上客户关系管理进入了一个新时代！市场营销学者正在研究客户关系管理性质和范围，买家和卖家之间合作价值和过程也逐步概念化许多学者对营销几个分支学科感兴趣，如渠道、服务营销、企业对企业营销、广告学等等，也正主动地参加研究和探索管理用户关系概念基础中去他们乐于研究客户分类和选择性策略和流程；调和与个别客户关系，大客户管理和客户业务开发流程；频繁行销、忠诚度计划、交叉销售和向上销售机会；以及同客户合作各种形式，包含联合品牌、联合营销，企业发展和其余形式战略联盟（帕维提亚，舍特，年）其余学科学者，尤其是那些对信息系统和决议技术领域感兴趣学者，也探索新方法和技术，创建有效前线信息系统（FIS,有效地管理与用户关系一些软件工具和技术声称引入商）业应用程序处理各个方面客户关系管理方案大多数工具承诺经过提供主要信息个性化与客户之间关系技术,如协同过滤、基于规则教授系统、人工智能和关系数据库也越来越多被应用于开发企业级处理方案来管理客户之间信息相互交流本文目标是评定这些应用程序工具和技术我们目标是在概念上提供了解客户关系管理领域基础为此，我们开发了一个框架，以了解客户关系管理战略和实施各个方面客户关系管理五个关键策略但到底客户关系管理可能带来好处是什么呢？即使今天市场上信仰方法有很多，但企业使用这五种策略才能在非决定性经济条件下生存和繁荣

1.关注现有客户

2.最大化收入机会

3.用较少资源做更多事

4.降低运行成本

5.优化现有信息技术资产在商业界，维护现有客户比取得新客户显著更廉价是共同常识经过向员工提供即时访问能取得可操作客户数据，组织能够愈加好识别恰当用户，提升他们忠诚度，最大程度地发挥其盈利能力客户关系管理好处大多数企业意识到最大好处是，移动客户关系管理系统直接来自全部业务数据存放并从单一位置进行访问接触客户关系管理系统之前，客户数据分散在办公文件、电子邮件系统、移动电话数据甚至纸笔记卡和名片盒中各部门在中央位置存放全部数据（比如销售、营销、客户服务和人力资源）给了管理层和员工立取得最新数据机会部门能够与客户关系管理系统轻松协作，它能帮助组织培养高效自动化流程以改进业务流程其余好处包含能360度了解全部客户信息，了解客户和普通市场想要与集成现有应用程序以整合全部业务信息结论伴随经济情况继续波动，许多组织都在问自己寻求什么策略能够带来实实在在商业利益在经济增加过程中，企业努力扩大其客户基础，花大力刺激经济增加点然而当资金担心时，现有客户关系发展主要性越来越显现出来，作为组织寻求具备成本效益方式以取得业务扩张即使没有特效药或者灵丹妙药，客户关系管理CRM处理方案能够为可连续发展提供基础,使组织在不确定时期生存和繁荣经过投资运行效率，组织能够节约开支，在环境情况有所改进时愈加好取得定位经过专注于他们客户，他们能够继续培养业务，巩固关键关系，愈加好利用收益机会附件2外文原文（复印件）文献出处Goy Kakus.THE RESEARCH0FCUST0MER RELATIONSHIPMANAGEMENTSTRATEGY[J].International Journalof ManagementResearch Review,,19624-

635.THE RESEARCHOFCUSTOMER RELATIONSHIPMANAGEMENTSTRATEGYGoy KakusABSTRACTCustomerrelationshipmanagementsolutions provideyou withthecustomerbusiness datatohelp youprovide servicesor productsthat your customers want,provide bettercustomerservice,cross-sell andup sellmore effectively,close deals,retain currentcustomers andbetterunderstand whoyourcustomerare.This paperexplores theadvantage ofthe modelofCRM ingetting,keeping fegrowingstrategy.However,there isa tremendousamount ofconfusionregarding itsdomain andmeaning.This paperalso explainsthe conceptualfoundationsofCRMby examiningthe literatureon relationshipmarketing andotherdisciplines thatcontribute tot knowledgeofCRM.KeywordsCRM Model,Game changerkey strategieswithCRM.INTRODUCTIONCRM istheshortform forCustomerRelationshipManagement.It entailsall characteristicofcommunication thata corporationhas withits client,whether it。