《物流客户关系管理外文翻译.doc》由会员分享，可在线阅读，更多相关《物流客户关系管理外文翻译.doc（14页珍藏版）》请在三一办公上搜索。
1、1物流客户关系管理的含义客户关系管理(Customer Relationship Management, CRM)是一个不断加强与顾客交流，不断了解顾客需求，并不断对产品及服务进行改进和提高以满足顾客的需求的连续的过程。其内含是企业利用信息技（IT）术和互联网技术实现对客户的整合营销，是以客户为核心的企业营销的技术实现和管理实现。客户关系管理注重的是与客户的交流，企业的经营是以客户为中心，而不是传统的以产品或以市场为中心。为方便与客户的沟通，客户关系管理可以为客户提供多种交流的渠道。对客户关系管理应用的重视来源于企业对客户长期管理的观念，这种观念认为客户是企业最重要的资产并且企业的信息支持系统
2、必须在给客户以信息自主权的要求下发展。成功的客户自主权将产生竞争优势并提高客户忠诚度最终提高公司的利润率。客户关系管理的方法在注重4p关键要素的同时，反映出在营销体系中各种交叉功能的组合，其重点在于赢得客户。这样，营销重点从客户需求进一步转移到客户保持上并且保证企业把适当的时间、资金和管理资源直接集中在这两个关键任务上。 CRM系统的宗旨是：为了满足每个客户的特殊需求，同每个客户建立联系，通过同客户的联系来了解客户的不同需求，并在此基础上进行一对一个性化服务。通常CRM包括销售管理、市场营销管理、客户服务系统以及呼叫中心等方面。“以客户为中心”，提高客户满意度，培养、维持客户忠诚度，在今天这个
3、电子商务时代显得日益重要。客户关系管理正是改善企业与客户之间关系的新型管理机制，越来越多的企业运用CRM来增加收入、优化赢利性、提高客户满意度。(1) 建立统一的信息编码系统；(2) 设计能够良好反映事务特性的数据模型；(3) 划分数据库类型，在分布式数据库管理系统和网络平台基础上，设计全局共享及局部共享数据库，以支持分布式数据处理，实现各分系统之间及其内部各功能模块之间的信息集成；(4) 提供强大的数据库管理系统，并在此基础上敬爱拿过来完善的客户销售数据库、客户市场数据库、客户支持与服务数据库、企业综合信息数据库等。由于CRM是以客户为整个管理的中心，不同于其它管理系统，其数据库管理有自己的
4、特性。因此，需要建构自己的CRM数据库。在构建CRM数据库时，应注意CRM的特性，同时也要注意CRM系统与企业其它管理系统的协调。2.市场需求分析现行的CRM软件还处于起步阶段，功能模块结构不尽相同，但是其基本的需求是一样的，其主要技术需求应包括六个方面：2.1信息分析能力CRM有大量客户和潜在客户的信息，企业应该充分的利用这些信息进行分析，使得决策者掌握的信息更加完全，从而能及时的作出决策。良好的商业情报是企业成功的一半。2.2对客户互动渠道进行集成的能力对多渠道进行集成与CRM解决方案的功能部件的集成是同等重要的。不管客户是与企业联系还是与销售人员联系，于客户互动都应该是无缝的、统一的、高
5、效的。同一的渠道还能带来内部效益的提高。2.3支持网络应用的能力在支持企业内外的互动和业务处理方面，Web的作用越来越大，这使得CRM得网络功能越来越重要。如，网络可以为电子商务渠道提供支持。为了使客户和企业雇员都能方便应用CRM，需要提供标准化的网络浏览器，使得用户几乎不需训练就能使用系统。另外，如果通过网络为客户提供在线反馈的话并能有专人及时传达信息给公司的售后服务部门，这将为公司留住客户（尤其是距离较远的）并使业绩添砖加瓦。2.4建设集中的信息仓库的能力采用集中化的信息、实时的客户信息，可使各业务部门和功能模块间的信息能统一起来。2.5对工作流进行集成的能力工作量是指把相关文档和工作规则
6、自动化安排给负责特定业务流程中特定步骤的人。CRM解决方案应具有较强的功能，为跨部门工作提供支持，使这些工作能动态的、无缝的集成。2.6与ERP功能的集成 如果CRM与ERP和财务、库存、制造、分销、物流和人力资源等连接起来，使之成为一个客户互动循环，这种集成能使企业在系统间搜集商业情报，而不是低水平的数据同步。3.供应链管理与物流客户关系管理3.1供应链管理（SCM）与物流客户关系管理（CRM）的关系供应链管理与物流客户关系管理的最大共同点就是十分的重视客户。目前，所有的物流企业都必须在提高客户服务水平的同时努力的降低运营成本，必须有提高市场反应速度的时间给客户以更多的的选择。对客户需求的绝
7、对重视是供应链发展的原则和目标，因而供应链从客户开始，到客户结束。供应链管理思想从以前的“推式”转为以客户需求为原动力的“拉式”供应链管理，更加重视客户。表现在：以客户需求为大前提，通过供应链内各企业的紧密合作，有效地为顾客创造出更多附加价值；对从原材料供应商、中间生产过程到销售网络的各个环节进行协调；对企业实体、信息及资金的双向流动进行管理；强调速度及集成，并提高供应链中各个企业的即时信息可见度，以提高效率。客户关系管理主要应用于物流企业市场营销、销售、服务与技术支持等外部资源整合等领域。客户关系管理系统的企业一方面通过提供快速和周到的优质服务吸引和保持更多的客户；另一方面通过对企业业务的流
8、程的重组降低企业成本。客户关系管理通过对客户详细资料的深入分析，来提高客户满意度，从而提高企业竞争力的一种方法。帮助企业最大限度地利用以客户为中心的资源，包括人力资源、有形和无形资产，并将这些资源集中应用于现有的客户和潜在的客户身上。3.2面向SCM 和CRM系统的构建原则(1) 将客户与供应链链接起来首先，这意味着在伙伴之间共享交易数据。以保证较低的库存。其次，可以在供应链中通过正确的数据与位于第一线的员工联系起来。第一线的员工接到订单之后，应该清楚地了解不断更新库存和产品数据，据此就可以为客户提供准确的交付信息。同时，网络使得这些信息在供应链伙伴中的共享成为可能。 (2) 支持企业由“科层
9、制”向“流层制”管理模式的转变许多的企业管理人员认为，科层制企业的组织结构和功能设置影响了客户关系建立。这种体制使得组织内服务客户的不同活动被分割开来，难以将客户信息完整地反馈回组织。流层制的管理模式打破了以功能划分的组织边界，使得组织将精力集中于最终结果，围绕客户而不是企业内部组织活动。流层制的管理模式促进了前端活动上游供应链的集成，其中也包括跨组织的活动。因此，流层制的模式可以大大的提高客户支持供应链的能力。(3) 倾听市场的需求信息，及时传达给整条供应链 动态的环境下，通过营销策略和信息技术掌握确切的需求。使企业供应链上的供应活动建立在可靠的基础上。保持需求与供应的平衡。同时，客户关系管
10、理使企业通过新的业务模式，利用最新的新信息技术，扩大企业经营活动范围，及时把握新的市场机会，拥有更多的市场份额。(4) 全面管理企业与客户之间的各种关系企业与客户之间的关系。不公包括单纯的销售过程中的业务关系，如合同签订、订单处理、发货、收款等，而且包括企业营销及售后服务过程中的各种关系，如市场推广过程中与潜在客户关系等。对企业与客户之间的各种关系进行全面管理，将会显著提升企业营销能力、降低营销成本、控制营销过程中可能导致客户抱怨的各种行为。4.数据挖掘在CRM的应用数据挖掘可以应用到以客户为中心的企业决策分析和管理的各个不同领域和阶段。4.1识别潜在客户，获取新客户挖掘客户数据时，充分利用数
11、据技术可以寻找有潜在价值的客户。识别这些潜在的客户主要是对已有的客户数据进行分析，对已有的客户分成不同的类型，对不同类型的客户群提供不同的客户服务和销售方案，并为这些客户提供有针对性的产品和服务来满足这些客户的要求。通过对已有客户的分类更容易使企业识别潜在的客户，并最终向着把潜在的客户转变成企业真正的客户，最终转变成忠诚客户。4.2保持老客户企业业务的增长不仅要靠获得新的客户，更重要的一点是留住已有的客户。现在获得新的客户的成本在不断的上升，因此留住老客户不失为企业发展的一个重要方向。数据挖掘可以识别出潜在的客户群，提高市场的回应率，做到有的放矢。另外，数据挖掘可以帮助企业识别出有离开意愿的客
12、户，使企业采取合适的措施留住这批客户。4.3发现重点客户根据“20-80”原则，企业的一项重要任务就是发现和维系重要客户。运用分组或神经网络或决策树，可以形象地识别具有哪些特征的客户是企业最重要的客户。4.4有利于交叉销售或者增值销售交叉销售或者增值销售是客户关系发展的重要环节，是企业与客户之间实现双赢的重要手段。交叉销售是让客户购买企业的其他产品或者服务，增值销售是让客户购买附加的产品或服务，使客户购买的产品向着高价值的方向发展，两种销售都有延长客户关系的效果。对客户来讲，要想得到更多的产品和服务并能从中受益对企业来讲，这样会促进销售额的增长，从而从中获益。数据挖掘可以帮助企业找出最合理的销
13、售搭配方案。4.5提高供应链效率供应链效率低的主要原因是供应链中的环节过多，数据挖掘中的关联原则分析可以分析买家和卖家的相关性，以减少供应链的中间环节，提高供应链效率。4.6优化客户服务可以利用数据挖掘技术获得不同类型客户对服务的要求，挖掘出客户的购买趋势以掌握客户的需求，适时的调整产品结构，从而有针对性的提供客户服务。来提高客户群的满意度，达到挽留客户的目的。4.7提供决策支持在大量的客户信息库中，运用数据挖掘技术，使客户数据可视化，直观形象的反应客户的信息，及时全面和动态的反应销售质量，为管理人员提供决策支持提供有效的手段和数据支持。1Customer Relationship Manag
14、ementCustomer Relationship Management (CRM) Relationship Management, however is a constantly strengthen the communication with customers, continuously understand Customer needs, and constantly for products and services to meet Customer and improve the needs of continuous process. The use of informat
15、ion technology contains is the enterprise (IT) art and the Internet technology to achieve customers integrated marketing, is the enterprise marketing customer is the core of the implementation and management of technology. Customer relationship management attention is the communication with customer
16、s, enterprises operation is the customer as the center, instead of the traditional product or take the market as the center. For the convenience of the communication with customers and customer relationship management can provide various communication channels. Customer relationship management appli
17、cation to the attention of enterprise to customers from the concept, this concept to the management that the customer is the most valuable asset of the enterprise and enterprise information support system must to customer information in the requirements development autonomy. Successful customers wil
18、l create competitive advantages and autonomy to improve customer loyalty finally to improve the companys margins. Customer relationship management method in the notice at the same time, 4ps key elements in marketing system reflected in the combination of various crossover functions, the focus is to
19、win customers. So, marketing focus from customer needs further transferred to customers to stay on and ensure enterprise have the right time, capital and management resources directly on the two key tasks.CRM system tenet is: in order to meet the special needs of every customer with each customer, t
20、o establish contact with customers, through the contact to understand the different needs of customers, and on this basis one-on-one personalized service. Usually CRM including sales management, marketing management, customer service system and call center, etc. Take the customer as the center, impr
21、ove customer satisfaction, cultivation, maintain customer loyalty, in this day of e-commerce era appear increasingly important. Customer relationship management is to improve the relationship between firm and customer new management mechanism, more and more enterprises apply CRM to increase their in
22、come, optimizing the interests and to enhance customer satisfaction.1. Establish unified information coding system; 2. The design can be good reflect the data model and characteristics of affairs 3. Partition type of database, in distributed database management system and network platform, design ba
23、sed on global sharing and local Shared database, to support points 4. Cloth type data processing, and realize the subsystem and its internal between the function module information between integration; 5. Provide a powerful database management system, and based on this beloved bring them here improv
24、e customer sales database, customer marketing database, customer support and 6. And service database, enterprise integrated information database, etc. Because CRM is the center of the whole management clients, different from other management system, and its database management has its own characteri
25、stics. Therefore, it is necessary to construct their own CRM database. In constructing the CRM database, attention shall be paid to CRM characteristics, also want to note CRM system and enterprise other management system of coordination.According to the requirement analysis, can draw system flowchar
26、ts are as follows:2. Market demand analysisThe current CRM software is still in the initial stage, function module structure is endless and same, but its basic needs are the same, its main technical requirements should include six aspects: 1 information analysis ability CRM has large customers and p
27、otential customers information, enterprise should make full use of these information analysis, makes policymakers grasp of the information, thus can more fully timely decision making. Good business intelligence is the enterprise half of success. 2 to customer interaction channels of integrated abili
28、ty The integration of multi-channel function of CRM solutions with parts of integration is equally important. Whether the customer is and enterprise connected or contact with sales staff, to customer interaction should is seamless, unified and efficient. The same channel can also bring internal effi
29、ciency. 3 support network application ability In support of both within and outside the enterprise interaction and business processing aspect, Web bigger role, this makes the CRM Internet functions more and more important. Such as, the network can provide support for e-commerce channel. In order to
30、make customers and enterprise employees convenient application CRM, need to offer standardized web browser, allows the user to almost dont need training, it can use the system. In addition, if through the network to provide online feedback words and can be promptly transmits information to the compa
31、nys after-sales service department, this would retain customers (especially distance is farther) and make friend. Performance Four construction centralized information repository ability Using the information, real-time centralization of customer information, can make each business departments and f
32、unction modules of information can unify between. 5 on workflow to integrated ability The workload is to related documents and work rules for specific arrangement gives automation business process of specific steps. CRM solutions should have strong function, provide support for inter-departmental wo
33、rking, make these work can dynamic, seamless integration. 6 and ERP function integration If CRM and ERP and financial, inventory, manufacturing, distribution, logistics and human resources, to be connected to a customer interaction cycle, this integration among systems can make the enterprise busine
34、ss intelligence collection, rather than low levels of data synchronization. 3. Supply chain management and customer relationship management1, supply chain management (SCM) and customer relationship management (CRM) relationship Supply chain management and customer relationship management is the bigg
35、est have in common is that the customer. At present, the enterprise must be all in improving customer service levels at the same time the lower operating cost, to increase market reaction speed must have the time for customers to more choice. The absolute attention to customer needs is the supply ch
36、ain development principle and target, thus supply chain from the customer, to customer over. Start Supply chain management thoughts from previous push type to take the customer demand as the dynamic rumsfeld supply chain management, attaching more importance to the customer. Displays in: take the cu
37、stomer demand as major premise, through the supply chain in the enterprises close cooperation, effective for customers to create more value added; From raw material suppliers, middle of the production process to sales network coordinate; every link For corporate entity, information and capital manag
38、ement; the two-way flow Emphasizing speed and integration, and improve supply chain of various enterprise instant information visibility to improve efficiency. Customer relationship management is mainly applied to enterprise marketing, sales, service and technical support to external resources integ
39、ration, etc. Customer relationship management system enterprise on one hand through provide fast and considerate service to attract and keep more customers; On the other hand through the process of enterprise business restructuring decreases the cost. Customer relationship management of customers th
40、rough the thorough analysis, detailed information to improve customer satisfaction, thus to improve the competitiveness of enterprises a method. Help enterprises to maximize customer as the center of being human resource, resources, including the tangible and intangible assets, and will these resour
41、ces concentrated applied to existing customers and potential customers in the body. 2, the SCM and CRM system construction principles 1. Will the customer and supply chain link up. First of all, this means that in partners to share trading data. To ensure that the lower inventory. Secondly, can be i
42、n supply chain through the correct data with frontline staff in connected. Frontline staff after receiving orders, should clearly understand constantly updated inventory and product data, accordingly can provide accurate delivery information. Meanwhile, the network makes these information in the sup
43、ply chain partners of sharing becomes possible. 2. Support enterprise by the hierarchical to flow layer is made management mode transformation. Many enterprise management personnel to think, the hierarchical structure and function of enterprise organization set up affected customer relationship esta
44、blished. This system makes the organization in the different customer service activities are separated, difficult to complete customer information feedback back to organization. The management mode of flow layer with functional division of break the organization boundary, making the group will focus
45、 on the final result, focused on customer rather than enterprise internal organization activities. Flow layer management mode of the system to promote the integration of the supply chain upstream front activities, including inter-organization activities. Therefore, flow layer system mode can greatly
46、 improve the ability of customer support supply chain. 3. Listen to the needs of the market information, timely communicated to the whole supply chain. Dynamic environment, through the marketing strategy and information technology master the exact requirements. Make the enterprise supply chain activ
47、ities based on reliable supply basis. Keep the balance of demand and supply. Meanwhile, customer relations management make enterprise through the new business model, using the latest new information technology, expand the scope of business activity, timely grasp new market opportunities, have more m
48、arket share. 4. Overall management of the enterprise and customer relationships between. The relationship between firm and customer. Sales of injustice, including pure business relationship, such as in the process of contract signing, order processing, shipment, receipts etc, and including the enterprise marketing and after-sale service process in various relations, such as marketing process and potential customer relations. For enterprise a
