成功实施CRM项目的关键因素探讨

The Key Factors in Successful Application of CRM Programs

CRM是指在IT和通讯技术的支持下,通过提供自动化的、高效的企业流程以实现“以客户为中心”的理念和企业价值,达到企业与顾客的双赢。CRM包括CRM战略、建立与重构以及CRM模块。由于在实施时存在着战略、人员、流程及产品方面的问题,CRM成功率不高。本文认为,企业应根据自身情况,为CRM进行战略定位,建立指导和支持项目的组织结构以及广泛的项目团队,寻找技术和功能的结合点,保证数据等级,进行客户知识管理,以保证CRM的成功实施。

The author in this paper first explains th at the essential meaning of CRM is to realize the idea of'everything for customer s',and to obtain the goal of'double win',through providing the automatic an d highly effective process that is supported by IT and communication technologie s.Then the author puts that CRM is a system consists of CRM strategy,the establ ishment and reconstruction,and CRM modules.Further the author points out that t he application of CRM is not easy to be successful for such factors as strategy ,personnel,process and products are involved in the application.In the end the author puts forward some suggestions for enterprises that are going to apply CR M,which include defining the strategic function of CRM according to the real si tuation of individual enterprise,establishing a organizational structure that g uilds and supports the CRM program,organizing a broad program group,finding ou t the junction that units technologies and function,conducting the management o f the data of customers,and so on.