论企业组织结构重整与CRM的成功实施

Discussion on Organization Restructuring and CRM Successful Applying

CRM的出现是提高客户满意度,保持客户并实现客户与企业价值共贏,是以客户为中心的现代管销理念的一种体现。但CRM实施结果并不令人满意。企业必须转变经营管理理念,要对企业的整体组织结构进行重整,消除各部门之间的沟通障碍,设立客户服务部,同时应把客户满意度作为一个重要指标纳入营销人员的考核体系,最终达到成功实施CRM的目的。

The appearance of CRM is the respond of improving customers' satisfaction degree, keeping customers and realizing the win-to-win between customers and enterprises. Further, CRM embody the modem marketing mind-customer oriented. But the implement of CRM is dissatisfactory. But she company must change the management mind, restructure the organization, dispel the communication obstacle among different departments and establish customer service branch. It also suggests that the company must regard the customer satisfaction degree as a vital norm of assessment system for the staff of marketing department.