H公司客户关系管理体系构建的研究
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摘要
在买方市场条件下,客户成为现代企业最重要的稀缺性资源,客户决定着企业的命运与前途。因此,谁能占有更多的客户资源,谁就拥有更多的市场份额,谁就能在激烈的市场竞争中立于不败。在这种情况下,客户关系管理理论应运而生了。
随着客户关系管理理论在中国深入和企业对客户重要性的逐步认识,越来越多的企业开始认识、接受和运用这些理论来建立公司的客户关系管理(CRM)体系结构,并且在一些制造业企业和服务业企业,尤其是保险业、电信业和银行金融业得以实际运用并颇有成效。但是目前在国际快递行业中运用还十分罕见。
本文针对上述情况,鉴于实施客户关系管理的作用和能为企业带来的利益,以H国际快递公司为研究对象,通过对客户关系管理理论的介绍,将分析型客户关系管理理论作为指导核心,在客户关系管理软件系统的有力支持下,利用先进的信息技术,从客户基本信息、业务数据、分类、忠诚度、满意度和客户流失原因等几方面分析着手,结合H公司客户的特征和在客户关系管理运作上现存的缺陷和不足,构建了H公司一个完善的客户关系管理结构体系。并从战略规划、企业目标、企业文化、物流联盟和软件系统五个方面进行了系统的分析,提出H公司客户关系管理运作的基本思路来解决公司在客户关系管理上存在的问题。
为了H公司能够更有效地实施客户关系管理,本文提出了从客户关系管理的战略规划、业务规划、系统实施到评估与改进分为四个阶段实施的具体步骤;并且综合了资金投入、创新能力、激励措施、设立专职项目小组和构建CRM技术体系等多方面要素,提出了实施的基本方法;随后提出了以客户和市场信息传导为基础的,分为客户信息收集层、客户信息处理层、客户信息输出(利用)层和支撑系统及技术层四个层面的客户关系管理实施的模型;最后对H公司如何具体应用客户关系管理和成功实施CRM的关键因素做出详尽的分析。从而使CRM理论能够在H公司中得以实际运用。
希望通过本文的研究,能够帮助H公司更好的认识客户关系管理的重要作用,利用强大的CRM系统软件的支持,实现客户资源的共享,更有效的收集、分析和利用客户数据,把握好具有多样性和多变性的客户需求,找到对企业最有价值的客户。通过为他们提供有针对性的产品和服务,通过他们的满意和忠诚,为企业带来利润,使公司实施客户关系管理的预期效果得以实现。
Under the buyer's market, the customers become the most important and sparse resources of the modern business enterprises. They decide the destiny and the prospect of the business enterprises. Therefore, the more customers the enterprise can occupy, the more market quotas they have. The enterprise that has more customers can be in invincible position of market competition. The theory of CRM was generated under this situation.
Recognizing the importance of the customers with the development of CRM, more and more enterprises especially for manufacturers and service providers like insurance companies, banks, telecom enterprises and etc. begin to recognize, accept and establish their architectures of CRM by using these theories of CRM, but almost no international express company has done with CRM at present.
In view of the above-mentioned, this paper takes Company H as an example for reference. According to the benefits and functions of CRM, this paper will resolve the problems of customer service in Company H through establishing the architecture of CRM for the company based on theory of analytic CRM. Meanwhile, the architecture will analyze the customers of Company H on the base of their basic information, business data, sorting, loyalties, satisfaction and etc. under the powerful support of CRM software. Then, the writer provides the basic conception of CRM in Company H after the strategy planning, enterprise goal, enterprise culture, logistics alliance and software system are analyzed.
In order for Company H to perform CRM successfully, 4 steps of performing CRM including Strategy planning, Business planning, CRM performing and Evaluation and improvement are proposed firstly. Secondly, the writer provides the method of performing CRM which generalizing some factors like capital, creative, stimulation, project team, CRM technology system and so on. The model of performing CRM is provided on the base of the information transmission of customers and market. This model is divided in 4 levels, including customer information collecting level, customer information process level, customer information output (use) level and support system and technology level. At last the writer analyzes how to use CRM and the key factors during performing CRM in Company H successfully.
The writer hope that textual research can help Company H to carry out CRM successfully, have a new understanding to customer's importance, manage the data quantity and quality in CRM usage, use these data better by the powerful support of CRM software, help Company H hold the customer's need really and find out the most worthy customer in the company. By providing products and services that aim at them, the Company H can realize customers' satisfaction and loyalties, get the profits and arrive at the expected result of CRM.
随着客户关系管理理论在中国深入和企业对客户重要性的逐步认识,越来越多的企业开始认识、接受和运用这些理论来建立公司的客户关系管理(CRM)体系结构,并且在一些制造业企业和服务业企业,尤其是保险业、电信业和银行金融业得以实际运用并颇有成效。但是目前在国际快递行业中运用还十分罕见。
本文针对上述情况,鉴于实施客户关系管理的作用和能为企业带来的利益,以H国际快递公司为研究对象,通过对客户关系管理理论的介绍,将分析型客户关系管理理论作为指导核心,在客户关系管理软件系统的有力支持下,利用先进的信息技术,从客户基本信息、业务数据、分类、忠诚度、满意度和客户流失原因等几方面分析着手,结合H公司客户的特征和在客户关系管理运作上现存的缺陷和不足,构建了H公司一个完善的客户关系管理结构体系。并从战略规划、企业目标、企业文化、物流联盟和软件系统五个方面进行了系统的分析,提出H公司客户关系管理运作的基本思路来解决公司在客户关系管理上存在的问题。
为了H公司能够更有效地实施客户关系管理,本文提出了从客户关系管理的战略规划、业务规划、系统实施到评估与改进分为四个阶段实施的具体步骤;并且综合了资金投入、创新能力、激励措施、设立专职项目小组和构建CRM技术体系等多方面要素,提出了实施的基本方法;随后提出了以客户和市场信息传导为基础的,分为客户信息收集层、客户信息处理层、客户信息输出(利用)层和支撑系统及技术层四个层面的客户关系管理实施的模型;最后对H公司如何具体应用客户关系管理和成功实施CRM的关键因素做出详尽的分析。从而使CRM理论能够在H公司中得以实际运用。
希望通过本文的研究,能够帮助H公司更好的认识客户关系管理的重要作用,利用强大的CRM系统软件的支持,实现客户资源的共享,更有效的收集、分析和利用客户数据,把握好具有多样性和多变性的客户需求,找到对企业最有价值的客户。通过为他们提供有针对性的产品和服务,通过他们的满意和忠诚,为企业带来利润,使公司实施客户关系管理的预期效果得以实现。
Under the buyer's market, the customers become the most important and sparse resources of the modern business enterprises. They decide the destiny and the prospect of the business enterprises. Therefore, the more customers the enterprise can occupy, the more market quotas they have. The enterprise that has more customers can be in invincible position of market competition. The theory of CRM was generated under this situation.
Recognizing the importance of the customers with the development of CRM, more and more enterprises especially for manufacturers and service providers like insurance companies, banks, telecom enterprises and etc. begin to recognize, accept and establish their architectures of CRM by using these theories of CRM, but almost no international express company has done with CRM at present.
In view of the above-mentioned, this paper takes Company H as an example for reference. According to the benefits and functions of CRM, this paper will resolve the problems of customer service in Company H through establishing the architecture of CRM for the company based on theory of analytic CRM. Meanwhile, the architecture will analyze the customers of Company H on the base of their basic information, business data, sorting, loyalties, satisfaction and etc. under the powerful support of CRM software. Then, the writer provides the basic conception of CRM in Company H after the strategy planning, enterprise goal, enterprise culture, logistics alliance and software system are analyzed.
In order for Company H to perform CRM successfully, 4 steps of performing CRM including Strategy planning, Business planning, CRM performing and Evaluation and improvement are proposed firstly. Secondly, the writer provides the method of performing CRM which generalizing some factors like capital, creative, stimulation, project team, CRM technology system and so on. The model of performing CRM is provided on the base of the information transmission of customers and market. This model is divided in 4 levels, including customer information collecting level, customer information process level, customer information output (use) level and support system and technology level. At last the writer analyzes how to use CRM and the key factors during performing CRM in Company H successfully.
The writer hope that textual research can help Company H to carry out CRM successfully, have a new understanding to customer's importance, manage the data quantity and quality in CRM usage, use these data better by the powerful support of CRM software, help Company H hold the customer's need really and find out the most worthy customer in the company. By providing products and services that aim at them, the Company H can realize customers' satisfaction and loyalties, get the profits and arrive at the expected result of CRM.
引文
1 何荣勤.CRM原理、设计、实践.北京;电子工业出版社,2003.271-293
2 丁秋林,力士奇.客户关系管理.北京;清华大学出版社,2002.21-68
3 管政,魏冠明.中国企业CRM实施.北京;人民邮电出版社,2003.3-22
4 菲利普·科特勒.营销管理.第八版.上海;上海人民出版社,1997.53-90
5 欧阳文霞.物流信息技术.北京;人民交通出版社,2002.149-162
6 汤浅和夫.IT物流.上海;文汇出版社,2002.211-226
7 王金庆,周良,丁秋林.客户关系管理研究与实现.北京;中国机械工程出版社,2002.755-759
8 赵文军.怎样与顾客建立持久的关系.上海;中国纺织大学出版社,2003.63-98
9 齐佳音,韩新民,李怀祖.我国客户关系管理研究的紧迫性和方向分析.管理科学学报,2002,5(4);88-94
10 侯发欣,张旭梅,但斌.第三方物流企业的客户关系管理.重庆大学学报 2004,4(4);35-39
11 郭兴无.WTO与航空运输业的开放.北京;北京经济管理出版社,2000.94-95
12 林自葵,张军,李正.客户关系管理在物流企业的应用.中国物资流通,2001,3(2);189-199
13 唐琐璋,孙黎.一对一营销-客户关系管理的核心战略.北京;中国经济出版社,2002.109-123
14 斯蒂芬·P·罗宾斯著.组织行为学.第七版.北京;中国人民大学出版社和PRENTICE HALL,1997.169
15 彭志忠,周新平.现代物流与供应链管理实务.济南;山东大学出版社,2002.160-164
16 黄立平,吴继兰.第三方物流企业客户关系管理的研究.同济大学学报(社会科学版),2005,16(4);3-6
17 刘敏之.空运市场营销概论.上海;立信会计出版社,2002.87-139
18 王少愚.物流与市场营销学.北京;对外经济贸易大学出版社,2003.43-67
19 朱爱群.客户关系管理与数据挖掘.北京;中国财政经济出版社,2001.427-544
20 朱俊,刘任葵.第三方物流服务的顾客满意度研究.物流科技,2003(4);9-11
21 朱桂平.物流企业分销服务中的客户关系管理探讨.[学位论文].杭州;浙江大学工商管理学院,2005
2 丁秋林,力士奇.客户关系管理.北京;清华大学出版社,2002.21-68
3 管政,魏冠明.中国企业CRM实施.北京;人民邮电出版社,2003.3-22
4 菲利普·科特勒.营销管理.第八版.上海;上海人民出版社,1997.53-90
5 欧阳文霞.物流信息技术.北京;人民交通出版社,2002.149-162
6 汤浅和夫.IT物流.上海;文汇出版社,2002.211-226
7 王金庆,周良,丁秋林.客户关系管理研究与实现.北京;中国机械工程出版社,2002.755-759
8 赵文军.怎样与顾客建立持久的关系.上海;中国纺织大学出版社,2003.63-98
9 齐佳音,韩新民,李怀祖.我国客户关系管理研究的紧迫性和方向分析.管理科学学报,2002,5(4);88-94
10 侯发欣,张旭梅,但斌.第三方物流企业的客户关系管理.重庆大学学报 2004,4(4);35-39
11 郭兴无.WTO与航空运输业的开放.北京;北京经济管理出版社,2000.94-95
12 林自葵,张军,李正.客户关系管理在物流企业的应用.中国物资流通,2001,3(2);189-199
13 唐琐璋,孙黎.一对一营销-客户关系管理的核心战略.北京;中国经济出版社,2002.109-123
14 斯蒂芬·P·罗宾斯著.组织行为学.第七版.北京;中国人民大学出版社和PRENTICE HALL,1997.169
15 彭志忠,周新平.现代物流与供应链管理实务.济南;山东大学出版社,2002.160-164
16 黄立平,吴继兰.第三方物流企业客户关系管理的研究.同济大学学报(社会科学版),2005,16(4);3-6
17 刘敏之.空运市场营销概论.上海;立信会计出版社,2002.87-139
18 王少愚.物流与市场营销学.北京;对外经济贸易大学出版社,2003.43-67
19 朱爱群.客户关系管理与数据挖掘.北京;中国财政经济出版社,2001.427-544
20 朱俊,刘任葵.第三方物流服务的顾客满意度研究.物流科技,2003(4);9-11
21 朱桂平.物流企业分销服务中的客户关系管理探讨.[学位论文].杭州;浙江大学工商管理学院,2005