客户关系管理的SCOPE模型

The SCOPE Model of Customer Relationship Management

大力发展客户关系管理,增强竞争力,提高企业利润,是企业的一个必然选择。根据客户、供应商、企业主或投资商、员工、第三方合作伙伴这五个客户关系管理的主要方面,提出了客户关系管理的S.C.O.P.E模型。企业应以客户为核心,关注战略性重要客户,提高客户满意度,进行客户组合分析并采取相应的策略,同时只有与供应商、企业主/投资商、员工、伙伴这四个方面相互协作、相互发展,才能为客户创造、提供价值,实现客户关系管理的成功。

It is a necessary strategical choice for a corporation to strongly develop customer relationship management in order to improve its competitiveness thereby increasing its profit. Based on five major parts related to customer relationship management, this paper puts forward the S.C.O.P.E model of CRM. The corporation should center on customers, focus on strategically significant markets, enhance customer satisfaction, conduct a customer portfolio analysis and take corresponding strategies. Moreover, it also needs to align and co-ordinate its relationships with four other major constituencies: suppliers, owners/investors, employees and partners in order to succeed in implementing CRM.