电子客户关系管理（e-crm）-------- 外文资料翻译.doc

电子客户关系管理（e-CRM）
1介绍
今天在线企业和电子商务世界己经竞争激烈．我们常常很难将某个在线企业与其竞争对手区分开来为用户提供方便的、个性化的完美服务．这对许多在线企业的成功与分化起到了关键作用。通过有效地沟通和传送产品、服务、信息以及客户问题、要求和需要的解决之道，CRM专注于为客户提供和保持优质服务。CRM可以包括呼叫处理（从国外客户和服务代表打来的与打往国外的电话留存），销售跟踪〔所有销售的跟踪与记录）和交易支持（用于处理商务交易的技术和人员）及其他功能。eCRM是CRM在电子商务战略中的应用，包括对客户经验及其与网站、呼叫中心或任何其他客户联系电子商务方式相互作用的个性化和用户化。iCRM这个术语可与eCRM交替用于电子商务客户关系管理。为了提供高质量的CRM，公司必须制定具有明确目标的计划，并与市场和信息技术部门合作执行该计划。企业分析师应该审查计划的所有细节和数据，如费用下降或客户抱怨增加，以定义CRM系统。
eCRM对在线企业的成功必不可少，因为商家与客户间的关系是疏远的，你可能从未看到过或是与对方讲过话。因此。建立井保持这种关系，更多地了解对方非常重要。这种关系能使客户回头重复购买。留住现有客户比开发新客户要便宜得多。
2.跟踪与分析数据
在线广告商、在线团体及在线企业用于跟踪访问客户行为的一个基本方法是租赁跟踪设备。通过记录文件分析、数据挖掘、客户注册、网页Cookie和其他设备收集的数据，随着时间的推移，能用于访问客户经验个性化，找出客户使用趋势．检验网站的效力。这此跟踪设备将在下面的分节里详细说明。正确的数据分析和响应措施的落实，能用于增加市场竞争力，带来顾客更大程度的满意。
广告客户与网站拥有者可使用ID卡、标识广告点击和Web bug（网络窃听程序）跟踪访客。ID卡能使信息从网站传送到你的电脑。不包括你的姓名与电子邮箱地址。对你的计算机检索信息而言，只有你网上个人电脑的数字地址在网络上浏览器和操作系统是必不可少的。
Electronic customer relations management (e-CRM)
1 introduction
Today the on-line enterprise and electronic commerce world oneself very difficultly if the competitor differentiated frequently after competition intense. us some on-line enterprise provides the convenience, personalization perfect service. this for the user and splits up to many on-line enterprises' successes to the key function. Through effectively the communication and the transmission product, the service, the information as well as the customer question, request Solution which and needs, CRM to concentrate in for the customer provides with the maintenance high-quality service. CRM may include the call processing (hits from overseas customer and service representative with hits preserves toward overseas telephone), the sales track [ all sales track and the recording) and the transaction support (use in processing commercial transaction technology and personnel) and other functions. ECRM is CRM in the electronic commerce strategy application, including to the customer experience and its the personalization and the user which with the website, the call center or any other customer relation electronic commerce ways affects mutually. ICRM this terminology may use in turn with eCRM the electronic commerce customer relations management. In order to provide high grade CRM, the company must formulate has is clear about the goal the plan, and carries out this plan with the market and the information technology department cooperation. The enterprise analysts should examine the plan all details and the data, like the expense drops or the customer complains increases, by defines the CRM system.