中文摘要

当前企业如何了解既有客户,吸引最大获利的潜在客户,识别出那些无法为企业

带来获利的客户,提供最合乎客户需求的产品及服务给客户,进而藉由交叉销售

(cross-selling)增加企业的机会,这一整套的理论称为客户关系管理(Customer

Relationship Management ;简称 CRM)。

客户关系管理可协助企业将不同背景、需求的客户予以区隔,并针对客户的个性

化需求进行一对一营销和管理以提供客户化服务,从而辨识出真正具有高利润价值的

客户,并给予高度关心与积极维护。

本研究将针对ZD公司的实际情况,探讨ZD公司目前的销售管理现状、存在的

问题、导入CRM目的、具体流程及组织的优化调整、CRM系统方案整体设计,并

探讨针对ZD公司的CRM系统实施实施的关键成功因素。本论文的研究成果旨在为

实施CRM的企业提供参考。

关键词:客户管理系统,CRM设计,系统实施过程,关键成功因素

11220690142 刘锐
ZD公司CRM系统应用规划与实施研究

Abstract

The customer relationship management(CRM),is how the current business to

analysis its current consumer, to discriminate the best profit from the potential consumer,

to identify and sort out the non-profit consumer, to transfer the best suitable products and

services to the consumer, so that to increase the business opportunity through

crossing-selling.

Not only the normal service, because of the trend of the internet, but also the

information services have seen CRM as the necessary information management and skill to

help business web site to appear customer discrimination, to build and strengthen

relationship and to enhance customer service.

Customer relationship management can help company distinguish different customer,

support one to one service and personalized service. The purpose of this study is to discuss

the customer relationship management that effect on customer's satisfaction.

ZD Company was confronted with whole process of set up CRM system. How to use

customer relationship management technology to find potential customers and promote

customers satisfaction, is the most important thing that ZD company want to solved. This

study is to discuss the whole process of ZD CRM selection, design and execution. And

analyze the CSF of ZD CRM.

Key Words: CRM Design, Execution, CSF

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