基于平衡计分卡思想的顾客关系管理绩效评价方法

Study on the performance evaluation of customer relationship management based on balanced scorecard

在分析顾客关系管理(CRM)以及平衡计分卡(BSC)原理的基础上,针对传统的顾客关系管理绩效评价的不足,提出了顾客关系管理计分卡的方法,并结合客户服务部门的一般特点,设计并分析了客户服务部门的顾客关系管理计分卡的策略目标及其绩效评价指标,为将来从企业整体战略发展的角度对顾客关系管理绩效的改进提供依据。

Based on the analysis of the customer relationship management and the Balanced Scorecard theory, aiming at the disadvantages of the traditional performance evaluation of customer relationship management,we propose a customer relationship management scorecard approach, and combine with the general characteristics of the customer service departments, design and analyze the strategic objectives and performance evaluation indexes of the customer service department＇s customer relationship management scorecard, thus providing the basis for performance improvement of the customer relationship management from the enterprise strategic development perspective in the future.