客户关系管理与企业文化的整合

Integration of customer relationship mauagement(CRM) and enterprise culture

客户关系管理(CRM)作为一种成熟的管理思想和管理技术,使企业的外部客户资源得以合理利用。但CCRM实施应用必须要有与之相适应的企业文化做支撑,企业文化已成为CRM能否发挥效能的前提条件,同时CRM的成功实施又为企业文化新的变革产生推动力。只有经过文化改造和整合的企业,才能更好地使CRM的实施与应用水到渠成,才能使企业获得更强的生命力。

CRM is a mature idea of management and managerial skill on purpose to rationally utilize external customer resource of enterprises in question. However. The proctical application of CRM must need the support of the respective enterprise culture fit in with CRM, and thus the enterprise culture has become a Pre - requisite factor for allowing play to the efficiency of CRM. Meanwhile, the successful practice of CRM in turn brings about a motive force of the enterprise culture in the practice of new transformation. Only under the conditions that the enterprise has culturally transformed and has integrated CRM with such an enterprisse can the enterprise accomplish CRM more successfully and attain stronger vitality