电商时代小微企业客户关系管理的优化路径

The Optimized Path of Customer Relationship Management for Small and Micro Businesses in E-Commerce Era

在电子商务时代,小微企业的客户关系管理越来越重要。良好的客户管理,有利于帮助小微企业深度开发客户资源,保持与客户的业务联系,促进营销模式进一步适应电商时代的发展要求,实现企业在电商时代经营模式的变化。对于小微企业而言,客户关系管理是其转变经营决策方式、提高经营效益的关键,也是提高核心竞争力的必要手段。小微企业应当处理好与客户的关系,准确把握客户关系管理的实质,找出客户关系管理工作中存在的突出问题,在改进客户关系管理过程中拓展与客户交流的渠道,更好地与客户进行沟通,延长客户的＂完整的生命周期＂,在调结构、稳增长的＂十三五＂时期实现健康可持续发展。

In the era of e-commerce,customer relationship management is more and more important for small and micro businesses. Good customer management,is conducive to helping small and micro businesses to develop customer resources,maintain customer business contacts,promote the marketing model to further adapt to the requirements of e-commerce era and achieve changes in business model. For small and micro businesses, customer relationship management is the key to transforming business decision-making,improving operational efficiency and improving the core competitiveness. Small and micro businesses should deal well with the relationship with customers,accurately grasp the essence of customer relationship management, identify prominent problems in customer management, expand communication channels with customers and have better communication with customers, extend the customer＇ s ＂complete life cycle＂,in order to achieve healthy and sustainable development during the 13^thFive-Year Plan Period.