论文部分内容阅读
客户关系管理 (CRM)的宗旨就是对客户进行系统化的研究 ,以改进对客户的服务水平 ,建立企业与客户之间长期、稳定的关系 ,提高客户忠诚度 ,从而为企业谋求更多的利润。笔者认为要使CRM系统在企业管理中得以有效应用 ,必须妥善解决CRM系统与企业目标、组织结构和技术不契合的问题 ,并将其进行有效的整合。
The purpose of Customer Relationship Management (CRM) is to systematically research customers to improve their service to customers, to establish long-term and stable relationships between enterprises and customers, to enhance customer loyalty and to seek more profits for the enterprises . The author believes that to make CRM system effective in business management, we must properly solve the problem that the CRM system does not fit with the goal, organizational structure and technology of the enterprise, and effectively integrate it.