企业客户关系管理的失效分析

Failures Analyses in Customers Relation Management

现代企业客户关系管理是改善客户关系、降低交易成本、扩大市场份额、提高经济效益的一项非常重要的管理内容,也是当前我国管理学领域和各行业关注的热点。针对目前在企业的客户关系管理当中可能存在的疏漏、失误、偏差、错误等问题(统称为“失效”现象),将失效分析引入客户关系管理,并寻找关键失效因素。在此基础上,建立客户关系管理过程中的失效模型,探索应对客户关系管理失效的一些对策。

The idea of modem customers relation management is paramount to improving customers relations, cutting down transaction costs, enlarging market shares, and gaining more economical benefits. It has been the research focus in the community of management science, and attracted great interests in industries. There commonly exist phenomena in the customers relation management of enterprises such as oversights, misoperation, deviations, and mistakes, which we call ＂failures＂. This paper introduces the failures analyses into customers relation management, and presents a technique to find the critical factors. The failures model is built and used to formulate the proper strategies to deal with failures.