客户关系管理系统-----外文资料翻译.doc
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客户关系管理系统-----外文资料翻译,1．简介在当今一个渐趋竞争性特点的商务环境里面，以竞争的方式来赢得客户的活动越来越激烈。由于一些新颖先进的方法引入，使得在一个新的市场中竞争的公司现有和牢固的方法和理念变得脆弱。成功驾驭这些变化的因素之一是持续的改进和技术的革新。正因为这事实，客户关系管理观念已经进展成为一个维持客户长期关系的策略。更进一步地认识和执行...
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1．简介
在当今一个渐趋竞争性特点的商务环境里面，以竞争的方式来赢得客户的活动越来越激烈。由于一些新颖先进的方法引入，使得在一个新的市场中竞争的公司现有和牢固的方法和理念变得脆弱。成功驾驭这些变化的因素之一是持续的改进和技术的革新。正因为这事实，客户关系管理观念已经进展成为一个维持客户长期关系的策略。
更进一步地认识和执行客户关系管理，主要存在的问题之一是没有一个标准的模型去知道这个公司实施这类型的策略。每家公司是不同的，有它自己的文化和商务程序等等。因而，不要把客户关系管理看作是一种能够解决所有公司存在的问题的工具。相反，组织更应该研究和理解客户关系管理的益处和由此造成的冲突。这一个策略的落实需要持续不断的努力才能够取得成功的。当管理在一个以客户为中心的组织体系转变时，组织应该发展其能力以获得必需的资源、知识和工具，用适当的产品和服务来满足客户的需求。不幸地，许多组织，尤其是以经济利益为导向的，其产品定向的方向与客户的期待不相一致。这些组织是根据产品线设定程序而非根据客户的需求。此外，这些公司有时变成无利益导向的载体，他们缺乏以整个客户信息为基础去制定适应客户需求的服务的能力。
1.Introduction
Within the present business environment, characterized by an increasingly aggressive competence, the battle to win customers is stronger every day. Companies that enter to compete in a new market weaken the already existing and solid ones, due to the new ways of doing and conceiving businesses. One of the factors that have driven all these changes is the constant change and the evolution of technology. Because of this reality, the CRM concept has evolved in such a way that nowadays it must be viewed as a strategy to maintain a long-term relationship with the customers.
Further to the knowledge and implications that surround a CRM, one of the main problems is that no model exists to guide companies in the implementation of this type of strategy. Each company is different, has its own culture and business processes, etc. Consequently, it is important not to consider CRM as a magical solution that will solve all the company’s problems. On the contrary, it must be studied to know its benefits and impacts for the organization. The implementation of this strategy requires hard work to be successful.
在当今一个渐趋竞争性特点的商务环境里面，以竞争的方式来赢得客户的活动越来越激烈。由于一些新颖先进的方法引入，使得在一个新的市场中竞争的公司现有和牢固的方法和理念变得脆弱。成功驾驭这些变化的因素之一是持续的改进和技术的革新。正因为这事实，客户关系管理观念已经进展成为一个维持客户长期关系的策略。
更进一步地认识和执行客户关系管理，主要存在的问题之一是没有一个标准的模型去知道这个公司实施这类型的策略。每家公司是不同的，有它自己的文化和商务程序等等。因而，不要把客户关系管理看作是一种能够解决所有公司存在的问题的工具。相反，组织更应该研究和理解客户关系管理的益处和由此造成的冲突。这一个策略的落实需要持续不断的努力才能够取得成功的。当管理在一个以客户为中心的组织体系转变时，组织应该发展其能力以获得必需的资源、知识和工具，用适当的产品和服务来满足客户的需求。不幸地，许多组织，尤其是以经济利益为导向的，其产品定向的方向与客户的期待不相一致。这些组织是根据产品线设定程序而非根据客户的需求。此外，这些公司有时变成无利益导向的载体，他们缺乏以整个客户信息为基础去制定适应客户需求的服务的能力。
1.Introduction
Within the present business environment, characterized by an increasingly aggressive competence, the battle to win customers is stronger every day. Companies that enter to compete in a new market weaken the already existing and solid ones, due to the new ways of doing and conceiving businesses. One of the factors that have driven all these changes is the constant change and the evolution of technology. Because of this reality, the CRM concept has evolved in such a way that nowadays it must be viewed as a strategy to maintain a long-term relationship with the customers.
Further to the knowledge and implications that surround a CRM, one of the main problems is that no model exists to guide companies in the implementation of this type of strategy. Each company is different, has its own culture and business processes, etc. Consequently, it is important not to consider CRM as a magical solution that will solve all the company’s problems. On the contrary, it must be studied to know its benefits and impacts for the organization. The implementation of this strategy requires hard work to be successful.
