What is Customer Relationship Management - 顧客關係管理 (CRM)

Twenty-five years have passed since the relationship Management 關係管理concept was first mentioned in the literature by Berry (1983). In recent years, it has also become a key topic in leading marketing books and is approaching its maturity stage.

Due to the ease of information exchange with the development of internet communication tools, customers are now better educated and it means that they are more sophisticated. The globalization growth of a company brings with a greater competition. Marketers nowadays need to put more effort on sustaining good relationships with its target customers in order to increase company profile awareness, brand identity as well as reputation.

For a company, as we understand, the financial ground plays an important role, as it is the conventional bottom-line of running a business. The profit is the baseline before a company starts considering to meet the social and ecological responsibilities. Therefore, marketers invest a lot on customer relationship Management (CRM) - 顧客關係管理 in order to find the jewel customers from the zircons.


Defining CRM - 顧客關係管理
CRM - 顧客關係管理 is the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. It is grounded on high-quality customer data and enabled by IT.
~ by Francis Buttle, Customer Relationship Management Concepts and Tools, 2004

CRM- 顧客關係管理 is an approach to build and sustain a long-term business with customers. It is also defined as “a management approach that enables organizations to identify, attract and increase retention of profitable customers by managing relationships with them”.
~ by Ovum report quoted in CRM- the business case for CRM,1999

Why CRM - 顧客關係管理
CRM - 顧客關係管理 improves business performance by enhancing customer satisfaction and driving up customer loyalty. Profit is always the most critical concern to any company. Statistics shows that a 5% increase in retention rate can increase company profits by 60-100%. Based on Pareto’s rule, also known as the 80/20 rule, most of the company revenue comes from 20% of the customers, retaining these most profitable customers is the core of CRM.

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Overview of Customer Relationship Management 顧客關係管理

Customer Relationship Management 顧客關係管理 (CRM) is a customer-centric business strategy with the goal of maximizing profitability, revenue, and customer satisfaction.

Technologies that support this business purpose include the capture, storage and analysis of customer, vendor, partner, and internal process information. Functions that support this business purpose include sales, marketing, customer service, training, professional development, performance management, human resource development, and compensation. Technology to support Customer Relationship Management 顧客關係管理initiatives must be integrated as part of an overall customer-centric strategy. Many CRM initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy.

There are many aspects of Customer Relationship Management 顧客關係管理which were mistakenly thought to be capable of being implemented in isolation from each other.

From the outside of the organization, a customer experiences the business as one entity operating over extended periods of time. Thus piecemeal Customer Relationship Management 顧客關係管理 implementation can come across to the customer as unsynchronized where employees and web sites and services are acting independently of one another, yet together represent a common entity.

Customer Relationship Management 顧客關係管理 is the philosophy, policy and coordinating strategy connecting different players within an organization so as to coordinate their efforts in creating an overall valuable series of experiences, products and services for the customer.

The different players within the organization are in identifiable groups:

Customer Facing Operations - The people and the technology support of processes that affect a customer's experience at the frontline interface between the customer and the organization. This can include face to face, phone, IM, chat, email, web and combinations of all medium. Self-service kiosk and web self-service are doing the job of vocals and they belong here.

Internal Collaborative Functional Operations - The people and technology support of processes at the policy and back office which ultimately affect the activities of the Customer Facing Operations concerning the building and maintaining of customer relationships. This can include IT, billing, invoicing, maintenance, planning, marketing, advertising, finance, services planning and manufacturing.

External Collaboration functions - The people and technology support of processes supporting an organization and its cultivation of customer relationships that are affected by the organization's own relationship with suppliers/vendors and retail outlets/distributors. Some would also include industry cooperative networks, e.g. lobbying groups, trade associations. This is the external network foundation which supports the internal Operations and Customer facing Operations.

Customer Advocates and Experience Designers - Creative designers of customer experience that meet customer relationship goals of delivering value to the customer and profit to the organization (or desired outcomes and achievement of goals for non-profit and government organizations)

Performance Managers and Marketing Analysts - Designers of Key Performance Indicators and collectors of metrics and data so as to execute/implement marketing campaigns, call campaigns, Web strategy and keep the customer relationship activities on track. This would be the milestones and data that allow activities to be coordinated, that determine if the Customer Relationship Management 顧客關係管理 strategy is working in delivering ultimate outcomes of Customer Relationship Management 顧客關係管理activities: market share, numbers and types of customers, revenue, profitability, intellectual property concerning customers’ preferences.

Customer and Employee Surveyors and Analysts - Customer Relationships are both fact driven and impression driven - the quality of an interaction is as important as the information and outcome achieved, in determining whether the relationship is growing or shrinking in value to the participants.

Customer Relationship Management 顧客關係管理資料來源:
http://en.wikipedia.org/wiki/Customer_relationship_management

Customer Relationship Management 顧客關係管理

Customer Relationship Management 顧客關係管理is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about its customers that described relationships in sufficient detail so that management, salespeople, people providing service, and perhaps the customer directly could access information, match customer needs with product plans and offerings, remind customers of service requirements, know what other products a customer had purchased, and so forth.

According to one industry view, Customer Relationship Management 顧客關係管理 consists of:

• Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns with clear goals and objectives, and generate quality leads for the sales team.
• Assisting the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices)
• Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service.
• Providing employees with the information and processes necessary to know their customers, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners.

Customer Relationship Management 顧客關係管理資料來源:
http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci213567,00.html

Customer Relationship Management 顧客關係管理簡介 (CRM)

顧客關係管理(Customer Relationship Management)，是指透過與顧客的互動來確認、選擇、獲得、發展與維繫顧客。企業為了贏取新顧客、鞏固既有顧客關係，以及增進顧客對利潤的貢獻度，透過不斷的溝通以了解並影響顧客行為，收集顧客消費行為的資訊並分析，提供組織進行產品創新及作業流程改善，以提高顧客忠誠度。

Customer Relationship Management 顧客關係管理並非只是一個資訊系統，而是一策略性的應用，企業需對本身及顧客之未來需求作深入的了解，剖析顧客需求並發展流程，依組織的特性訂定出適合的策略。

顧客關係管理的基本精神？
(1)方便(Convenient) ：要讓顧客想要什麼東西和服務可以很方便獲得。
(2) 親切(Care) ：在重視科技和自動化之外應該以人的"用心"和高新科技的結合，使顧客感到更親切。
(3) 個性化(Personalized) ：企業要必須了解每一個客戶的喜好與習慣，適時提供量身訂做的個性化服務。
(4) 立即回應(Real-time) 企業對於客戶行為，必須透過每次接觸不斷學習，且很敏感地立即回應。

顧客關係的類型
(1) 基本型：在產品銷售出去就不再與顧客聯繫
(2) 被動型：在產品銷售出去會鼓勵顧客遇到問題或有意見時和公司聯繫
(3) 負責型：在產品售出後主動聯繫顧客，詢問對產品和服務的意見
(4) 主動型：主動不斷的聯繫顧客，提供有關改進產品及服務要求信息
(5) 伙伴型：不斷的和顧客共同努力，幫助顧客解決問題，實現共同發展

實施Customer Relationship Management 顧客關係管理五步驟
1. 統一思想認識，建立相應項目組織機構
2. 明確組織策略
3. 重組組織構架
4. 調整工作流程
5. 選擇Customer Relationship Management 顧客關係管理工具

實施Customer Relationship Management 顧客關係管理成功關鍵因素
1.最高管理決策層的堅決支持及認同
2.孕育出以客戶服務為中心的文化
3.各部門的密切合作，理解和支持
4.業務管理人員的直接參與
5.全員參與和上下的溝通

參考資料
1. RONALD S. SWIFT：深化顧客關係管理，2001.06.01
2. ARC遠擎管理顧問股份有限公司：顧客關係管理-深度解析，2001.01.01

Customer Relationship Management 顧客關係管理資料來源:
聯新醫管雜誌33期