整合流程管理—一种赢得客户的新式方略

Integrated process management—a new strategy to win customers

吸引新客户与留住老客户即赢得客户是任何企业成功的关键。但在现实中大部分企业并没有很好解决这个问题。本文运用企业实地调查与典型案例分析相结合的研究方法,旨在从一个新角度去分析企业赢得客户的原因,并尝试提出一个解决客户流失问题的新方略。通过企业实地调查和典型案例分析,作者发现,被调查的每一家企业都将以客户为中心作为核心经营理念,但大部分企业并没有真正找到从客户角度思考和工作的方法。他们关注的是企业业务流程而不是客户需求满足流程,更没有将两个流程整合起来进行管理。在对实地调查结果进行整理和对案例分析后,本文提出了整合流程管理的概念,主张将业务流程和客户需求满足流程统一起来进行管理以更好赢得客户,进而发展了一种名为交互流程图的工具,以帮助企业从操作层面实现整合流程管理,同时提出实施整合流程管理的五个步骤。本文的结论是,通过采用整合流程管理策略,可以提高客户的满意度,从而赢得客户。

Success of every organization depends on its ability to attract and retain customers. Unfortunately, the majority of companies can＇t attract and retain their customers continuously. This study aims at investigating some factors that affect customers and enterprise＇s cooperation decision from a new angle and tries to provide a new viable solution to the customerlosing problem. This study adopts a mix methodology that combines field survey with case analysis. Authors of this paper discover that almost every company leader regards that customer -orientation is a nuclear element of their business philosophy, but most of them cannot find an effective way to implement the good idea in their business practice. They focus on interior business processes rather than customer＇s need fulfillment process. The authors develop a new concept-integrated process management based on results of field studies and cases analysis. The authors regard that it is necessary to integrate business process and customers＇ need fulfillment process if enterprises want to win customers. The authors create an interactive process chart as an useful tool to help enterprises to implement integrated process management strategy. The authors also provide a five - step framework that can be used to implement integrated process management strategy in an enterprise. Therefore, integrated process management is an useful strategy to help enterprise to win customers.