基于CRM的企业文化改造

Corporate Culture Reform Based on CRM

客户关系管理理念引入中国已经有几年的时间了,有不少国内企业先后尝试实施了CRM,然而实施的结果是令人沮丧的,与期望值相差甚远。原因有很多,其中之一就是没有与之相适应的企业文化做支撑。CRM的成功实施,不仅是高科技运用的结果,更是成功的企业文化的体现。我国越来越多的企业认识到引入客户关系管理的迫切性,并且在运用CRM的核心管理思想改造企业文化。

The concept of customer rektionship management has been introduced into China for several years. Many enterprises have implemented CRM in practice. However few of them have succeeded. A number of factors can account for it. One reason is that the enterprise has no culture to match CRM. The success in practicing CRM is not only the result of the application of high technology, but also the embodiment of the successful enterprise culture. This paper explicates the urgency that Chinese enterprises should learn customer relationship management. Moreover, through analyzing the core thought of CRM, it brings up some suggestions that how enterprises should reform the culture to match CRM.