广东核电集团CRM系统建设方案研究
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摘要
客户关系管理能够帮助企业树立以客户为中心的发展战略,不断优化与客户关系相关的全部业务流程,并在此基础上利用先进的信息技术及优化的管理方法为企业争取、发展和保持客户资源,进而提升企业核心竞争力和客户满意度及忠诚度,达到长期、稳定盈利的目的。
本文在深入研究国内外客户关系管理的发展现状和发展趋势的基础上,运用归纳分析法,对中广核集团的IT服务现状和CRM发展现状进行了深入的分析,并以此指出集团现有的客户关系管理系统存在的一系列缺陷,已经不能适应集团战略发展的需要,需建立新的CRM系统。接着根据IT业界先进的ITIL管理理念,结合集团的实际情况,提出了新CRM系统建设的技术方案,使客户的IT需求从提出到得到满足,都处于可控的状态中。新系统的功能覆盖了IT设备的全生命周期,并扩展到了IT的使用者,从IT设备的到货验收到IT设备的报废处理,所有的IT服务都在新系统的监控之内,对IT服务质量进行全方位的监控。新系统的建设为中广核集团的内部IT客户提供一个统一的、高效的IT服务平台。新系统能够对集团内部的IT需求进行分析和处理,使集团内部的IT服务需求能得到快速响应和及时的处理,提高了客户的满意度和忠诚度。最后对公司以往实施客户关系管理系统取得的成功经验和暴露出来的问题进行分析和总结,从企业文化建设、企业业务流程再造、系统选择、实施条件的准备和加强管理等方面提出了针对性较强的配套管理改进方案,以保障集团新CRM系统的顺利实施。
论文所提出的技术方案、管理改进方案对其它企业的CRM系统建设具有一定的参考意义。
Customer relationship management can help enterprise to establish a development strategy which regards customers as the center, to optimize the business processes related to the customer relation constantly and on the base of which employ the advanced information technology and optimized management approach to fight for, develop and maintain modern enterprise customers, and then promote core competitiveness of an enterprise and also can enhance customer's satisfaction and loyalty to it, which leads to a long-term and stable earning purpose.
On the base of deep understanding of the current situation and development trend of customer relationship management at home and abroad, this paper uses the approach of induction to analyzes the IT service situation of the China Guangdong Power Nuclear Group and the current situation of CRM, and points out that the shortcomings of the present customer relationship management system which couldn't meet the demands of increasing development of the Group and leads to the establishment of a new CRM system. According to the advanced management experience of ITIL and in combination with the actual situation of the Group, this paper provides a new CRM System-building program to make the IT needs of customer come into a particular state which comes from adding dimension to getting satisfaction and can be controlled. The functions of this new system cover the whole lifecycle of IT equipments and spread to the users of IT. All of the IT services are under the monitoring of the new system which from the Inspection of incoming merchandise of IT equipment to scraping of them. This paper provides some highly targeted recommendations to protect the smooth implementation of the Group's customer relationship management. The construction of the new system provides a unified and efficient IT service platform for the internal IT customers of it. This new system can process and analyze the information of internal IT customers of the Group, meet the service requirement of internal IT service instantly and enhance customer's satisfaction and loyalty to the Group. Finally, this paper provides an analysis and summary on the successful experience and the problems of previous experience. This paper provides a compatible solution to improve the Group's overall management level and provides protection for the development of the new CRM System from many ways such as culture construction of enterprise, business process reengineered of enterprise, business system option, the preparation of condition apply and strengthening management and so on.
Finally, the program, improvement measures and recommendations in this paper have a reference value to other enterprises' construction of CRM.
本文在深入研究国内外客户关系管理的发展现状和发展趋势的基础上,运用归纳分析法,对中广核集团的IT服务现状和CRM发展现状进行了深入的分析,并以此指出集团现有的客户关系管理系统存在的一系列缺陷,已经不能适应集团战略发展的需要,需建立新的CRM系统。接着根据IT业界先进的ITIL管理理念,结合集团的实际情况,提出了新CRM系统建设的技术方案,使客户的IT需求从提出到得到满足,都处于可控的状态中。新系统的功能覆盖了IT设备的全生命周期,并扩展到了IT的使用者,从IT设备的到货验收到IT设备的报废处理,所有的IT服务都在新系统的监控之内,对IT服务质量进行全方位的监控。新系统的建设为中广核集团的内部IT客户提供一个统一的、高效的IT服务平台。新系统能够对集团内部的IT需求进行分析和处理,使集团内部的IT服务需求能得到快速响应和及时的处理,提高了客户的满意度和忠诚度。最后对公司以往实施客户关系管理系统取得的成功经验和暴露出来的问题进行分析和总结,从企业文化建设、企业业务流程再造、系统选择、实施条件的准备和加强管理等方面提出了针对性较强的配套管理改进方案,以保障集团新CRM系统的顺利实施。
论文所提出的技术方案、管理改进方案对其它企业的CRM系统建设具有一定的参考意义。
Customer relationship management can help enterprise to establish a development strategy which regards customers as the center, to optimize the business processes related to the customer relation constantly and on the base of which employ the advanced information technology and optimized management approach to fight for, develop and maintain modern enterprise customers, and then promote core competitiveness of an enterprise and also can enhance customer's satisfaction and loyalty to it, which leads to a long-term and stable earning purpose.
On the base of deep understanding of the current situation and development trend of customer relationship management at home and abroad, this paper uses the approach of induction to analyzes the IT service situation of the China Guangdong Power Nuclear Group and the current situation of CRM, and points out that the shortcomings of the present customer relationship management system which couldn't meet the demands of increasing development of the Group and leads to the establishment of a new CRM system. According to the advanced management experience of ITIL and in combination with the actual situation of the Group, this paper provides a new CRM System-building program to make the IT needs of customer come into a particular state which comes from adding dimension to getting satisfaction and can be controlled. The functions of this new system cover the whole lifecycle of IT equipments and spread to the users of IT. All of the IT services are under the monitoring of the new system which from the Inspection of incoming merchandise of IT equipment to scraping of them. This paper provides some highly targeted recommendations to protect the smooth implementation of the Group's customer relationship management. The construction of the new system provides a unified and efficient IT service platform for the internal IT customers of it. This new system can process and analyze the information of internal IT customers of the Group, meet the service requirement of internal IT service instantly and enhance customer's satisfaction and loyalty to the Group. Finally, this paper provides an analysis and summary on the successful experience and the problems of previous experience. This paper provides a compatible solution to improve the Group's overall management level and provides protection for the development of the new CRM System from many ways such as culture construction of enterprise, business process reengineered of enterprise, business system option, the preparation of condition apply and strengthening management and so on.
Finally, the program, improvement measures and recommendations in this paper have a reference value to other enterprises' construction of CRM.
引文
[1]李志宏、王学东,客户关系管理,华南理工大学出版社,2006
[2](美)邓.皮泊斯、马沙.容格斯,客户关系管理,中国金融出版社,2006
[3]李志刚,客户关系管理理论与应用,机械工业出版社,2006
[4]付晓蓉,顾客关系管理中的关系价值研究,西南财经大学出版社,2006
[5]李怀祖,客户关系管理理论与方法,
[6]叶开,中国CRM最佳实务,电子工业出版社,2005
[7]管政、魏冠明,中国企业CRM实施,人民邮电出版社,2003
[8]谢守详、骆涛涛,CRM的客户生命周期价值与测度方法探讨,现代管理科学,2007(8):71-72
[9]赵永君,CRM的体系结构与支撑技术,科技信息,2006(1):135-136
[10]王春和、张静,CRM在中小企业实施中的技术分析,价值工程,2007(7):119-121
[11]卢毅,CRM和呼叫中心整合的价值研究与实现路径,通讯技术,2007(1):93-95
[12]马天奇,服务业中基于六西格玛管理的客户中心化流程的优化,价值工程,2006(12):69-71
[13]夏方欣,顾客价值与企业核心竞争力,价值工程,2006(11):32-34
[14]蒋国平、戴万亮,基于资源观的顾客忠诚问题研究,现代管理科学,2007(6):57-58
[15]李发林、张存芬,加强客户关系管理提升企业竞争力,商场现代化,2007(3):154-155
[16]张辉、邹长城,客户忠诚导向的客户知识缺口分析模型,现代管理科学,2007(3):81-83
[17]上海现代物流培训中心编,企业资源计划(ERP)与SCM、CRM,电子工业出版社,2002
[18]田同生,中国CRM实战,机械工业出版社,2003
[19]宝利嘉,客户关系管理解决方案:CRM的理念、方法与软件资源,中国经济出版社,2003
[20]雷.迈肯兹著,赵中秋、甘泉译,关系型企业用CRM持久提升企业赢利,企业管理出版社,2002
[21]何荣勤,CRM原理.设计.实践,电子工业出版社,2006
[22]孟凡强、王玉荣,CRM行动手册:策略、技术和实现,机械工业出版社,2002
[23](美)弗里兰编著,黎晓煜译,CRM.32个关键点,电子工业出版社,2003
[24]张文,ERP、CRM企业实施案例,清华大学出版社,2003
[25]修文群、张蓬,ERP/CRM/SCM/BI~协同商务建设指南,科学出版社,2004
[26](美)帕翠珊.B.希伯尔德、罗尼.T.马萨克、杰夫瑞.M.刘易斯,客户关系管理理念与实例,机械工业出版社,2002
[27](美)斯坦利.布朗、穆萨.古丽兹,绩效驱动的客户关系管理,东北财经大学出版社,2005
[28](美)德里克.艾伦、特尼鲁.拉奥,客户满意度数据分析,东北财经大学出版社,2005
[29]张学军,CRM实施宝典,国防工业出版社,2005
[30](美)吉尔.戴奇,客户关系管理手册,中国人民大学出版社,2004
[31]朱云龙、南琳、王扶东,CRM理念、方法与整体解决方案,清华大学出版社,2004
[32]王广宇,客户关系管理方法论,清华大学出版社,2004
[33]Sandra Moffett,Stephen Parkinson.Developing a Model for Technology and Culture Factors in Knowledge Management.Knowledge and Proeess Management.2002
[34]Raymond Ling,David C.Yen.Customer Relationship Management:An Analysis Framework and Implementation Strategies.Journal of Computer Information System.2001
[35]Conlon,Ginger.Anytime Is the Right Time for CRM.CRM Magazine.OCT2OO4.Vol 8.Issue 10.p10
[36]中国知网:http://www.cnki.net.
[37]网络营销论坛:http://www.webpromote.com.cn.
[38]CTI论坛:http://www.ctiforum.com/index.html.
[39]ICMI国际客户管理学院(中国区)网站:http://www.cccs.com.cn/
[2](美)邓.皮泊斯、马沙.容格斯,客户关系管理,中国金融出版社,2006
[3]李志刚,客户关系管理理论与应用,机械工业出版社,2006
[4]付晓蓉,顾客关系管理中的关系价值研究,西南财经大学出版社,2006
[5]李怀祖,客户关系管理理论与方法,
[6]叶开,中国CRM最佳实务,电子工业出版社,2005
[7]管政、魏冠明,中国企业CRM实施,人民邮电出版社,2003
[8]谢守详、骆涛涛,CRM的客户生命周期价值与测度方法探讨,现代管理科学,2007(8):71-72
[9]赵永君,CRM的体系结构与支撑技术,科技信息,2006(1):135-136
[10]王春和、张静,CRM在中小企业实施中的技术分析,价值工程,2007(7):119-121
[11]卢毅,CRM和呼叫中心整合的价值研究与实现路径,通讯技术,2007(1):93-95
[12]马天奇,服务业中基于六西格玛管理的客户中心化流程的优化,价值工程,2006(12):69-71
[13]夏方欣,顾客价值与企业核心竞争力,价值工程,2006(11):32-34
[14]蒋国平、戴万亮,基于资源观的顾客忠诚问题研究,现代管理科学,2007(6):57-58
[15]李发林、张存芬,加强客户关系管理提升企业竞争力,商场现代化,2007(3):154-155
[16]张辉、邹长城,客户忠诚导向的客户知识缺口分析模型,现代管理科学,2007(3):81-83
[17]上海现代物流培训中心编,企业资源计划(ERP)与SCM、CRM,电子工业出版社,2002
[18]田同生,中国CRM实战,机械工业出版社,2003
[19]宝利嘉,客户关系管理解决方案:CRM的理念、方法与软件资源,中国经济出版社,2003
[20]雷.迈肯兹著,赵中秋、甘泉译,关系型企业用CRM持久提升企业赢利,企业管理出版社,2002
[21]何荣勤,CRM原理.设计.实践,电子工业出版社,2006
[22]孟凡强、王玉荣,CRM行动手册:策略、技术和实现,机械工业出版社,2002
[23](美)弗里兰编著,黎晓煜译,CRM.32个关键点,电子工业出版社,2003
[24]张文,ERP、CRM企业实施案例,清华大学出版社,2003
[25]修文群、张蓬,ERP/CRM/SCM/BI~协同商务建设指南,科学出版社,2004
[26](美)帕翠珊.B.希伯尔德、罗尼.T.马萨克、杰夫瑞.M.刘易斯,客户关系管理理念与实例,机械工业出版社,2002
[27](美)斯坦利.布朗、穆萨.古丽兹,绩效驱动的客户关系管理,东北财经大学出版社,2005
[28](美)德里克.艾伦、特尼鲁.拉奥,客户满意度数据分析,东北财经大学出版社,2005
[29]张学军,CRM实施宝典,国防工业出版社,2005
[30](美)吉尔.戴奇,客户关系管理手册,中国人民大学出版社,2004
[31]朱云龙、南琳、王扶东,CRM理念、方法与整体解决方案,清华大学出版社,2004
[32]王广宇,客户关系管理方法论,清华大学出版社,2004
[33]Sandra Moffett,Stephen Parkinson.Developing a Model for Technology and Culture Factors in Knowledge Management.Knowledge and Proeess Management.2002
[34]Raymond Ling,David C.Yen.Customer Relationship Management:An Analysis Framework and Implementation Strategies.Journal of Computer Information System.2001
[35]Conlon,Ginger.Anytime Is the Right Time for CRM.CRM Magazine.OCT2OO4.Vol 8.Issue 10.p10
[36]中国知网:http://www.cnki.net.
[37]网络营销论坛:http://www.webpromote.com.cn.
[38]CTI论坛:http://www.ctiforum.com/index.html.
[39]ICMI国际客户管理学院(中国区)网站:http://www.cccs.com.cn/