CS公司大客户服务管理体系优化研究
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摘要
当今的企业管理中,大客户服务管理己经成为企业的核心战略之一,大客户资源成为一个企业至关重要的“外部资产”。在市场由“产品导向”向“用户导向”进而向“服务导向”的迈进过程中,企业通过为大客户提供满意的客户服务,不断改进大客户关系管理,进而增强企业的核心竞争力。如何针对大客户的特点,提供差异化服务,完善并优化大客户服务管理体系成为一个重要的课题。
本文通过对CS公司现有的大客户服务管理体系的评估,针对当前大客户服务管理体系中存在的问题进行分析。在研究过程中,重点对CS公司内部组织结构、CS公司典型大客户的组织结构、CS公司的大客户服务管理体系以及影响大客户服务的要素进行深入的探索,并通过SWOT分析模型对CS公司展开分析,进而对大客户服务整体的内部优势、劣势和外部机会、威胁进行评判,从中选取最佳策略,制定对大客户服务管理体系进行有效优化的解决方案。在大客户服务要素的分析中,还根据成熟度沟通模型和客户服务成熟度模型对大客户的差异化服务内涵进行了研究,并根据《Foresight 2020调查报告》对影响大客户的服务要素进行了初步探讨。、将客户关系管理理论、大客户服务管理知识与CS公司的业务实践相结合,对大客户服务管理体系进行研究,改进现有的大客户服务管理体系模式,分别从组织结构优化、服务内容优化、服务质量控制、大客户期望值控制以及服务流程优化等方面制定大客户服务管理的应对优化措施,并通过创建虚拟团队、组织结构和职责定义的调整以及大客户服务项目化管理等手段,对大客户服务管理做探索性尝试,最终获得大客户服务管理水平的整体提升。
In the current corporate management, service management for large customers has become one of company's core strategy. During the process of market transition, from "production oriented" to "user oriented" and thus to "service oriented", enterprises enhance the core competitiveness through providing key customers with satisfactory service and improvement of bilateral relationship.How to provide individualized services according to the characteristics of high-end customers, how to improve customers service management system have become an important issue.
Based on assessment of CS Company's existing large customer service management system, this article analyzes the problems existed in current large customer service management system. Mostly focuses on the deep analysis of the organizational structure of CS,organizational structure of the typical large customers of CS,CS company's largest customer service management system, and the elements which impacting the service of great customers.Additionally, through SWOT analysis module to analyze CS Company, hence judge the internal strengths, weakness,external opportunities and threats of the large customer service as a whole, and then finds out the solution which can effectively optimize the large customer service management system.In the analysis of the factors for large customer service, and studies of the individual service for large customers according to the service maturity model of communication and customer information technology management maturity model, this essay launched preliminary analysis on the elements of great customer service according to "Foresight 2020 report".
Through these customer relationship management theory, integration of customer service management theory and business practice, study of service management system for large customers and improvement of the existing large customer service management system model. A solution could be made after organizational structure optimization, service content optimization, service quality control, large customer expectations control, and service process optimization, improving program for big customer service management. And through the creation of virtual teams, the adjustment of organizational structure and definition of duties, program management of large customer, and other means,do exploration attempts about large customer service management, and ultimately, achieved the best practice about large customer service management.
本文通过对CS公司现有的大客户服务管理体系的评估,针对当前大客户服务管理体系中存在的问题进行分析。在研究过程中,重点对CS公司内部组织结构、CS公司典型大客户的组织结构、CS公司的大客户服务管理体系以及影响大客户服务的要素进行深入的探索,并通过SWOT分析模型对CS公司展开分析,进而对大客户服务整体的内部优势、劣势和外部机会、威胁进行评判,从中选取最佳策略,制定对大客户服务管理体系进行有效优化的解决方案。在大客户服务要素的分析中,还根据成熟度沟通模型和客户服务成熟度模型对大客户的差异化服务内涵进行了研究,并根据《Foresight 2020调查报告》对影响大客户的服务要素进行了初步探讨。、将客户关系管理理论、大客户服务管理知识与CS公司的业务实践相结合,对大客户服务管理体系进行研究,改进现有的大客户服务管理体系模式,分别从组织结构优化、服务内容优化、服务质量控制、大客户期望值控制以及服务流程优化等方面制定大客户服务管理的应对优化措施,并通过创建虚拟团队、组织结构和职责定义的调整以及大客户服务项目化管理等手段,对大客户服务管理做探索性尝试,最终获得大客户服务管理水平的整体提升。
In the current corporate management, service management for large customers has become one of company's core strategy. During the process of market transition, from "production oriented" to "user oriented" and thus to "service oriented", enterprises enhance the core competitiveness through providing key customers with satisfactory service and improvement of bilateral relationship.How to provide individualized services according to the characteristics of high-end customers, how to improve customers service management system have become an important issue.
Based on assessment of CS Company's existing large customer service management system, this article analyzes the problems existed in current large customer service management system. Mostly focuses on the deep analysis of the organizational structure of CS,organizational structure of the typical large customers of CS,CS company's largest customer service management system, and the elements which impacting the service of great customers.Additionally, through SWOT analysis module to analyze CS Company, hence judge the internal strengths, weakness,external opportunities and threats of the large customer service as a whole, and then finds out the solution which can effectively optimize the large customer service management system.In the analysis of the factors for large customer service, and studies of the individual service for large customers according to the service maturity model of communication and customer information technology management maturity model, this essay launched preliminary analysis on the elements of great customer service according to "Foresight 2020 report".
Through these customer relationship management theory, integration of customer service management theory and business practice, study of service management system for large customers and improvement of the existing large customer service management system model. A solution could be made after organizational structure optimization, service content optimization, service quality control, large customer expectations control, and service process optimization, improving program for big customer service management. And through the creation of virtual teams, the adjustment of organizational structure and definition of duties, program management of large customer, and other means,do exploration attempts about large customer service management, and ultimately, achieved the best practice about large customer service management.
引文
[1]包国宪.虚拟企业管理导论[M].北京：中国人民大学出版社,2006.
[2]罗伯特.B.米勒,斯蒂芬.E.黑曼,泰德.图勒加.成功的大客户管理[M].北京：中央编译出版社,2006.
[3]丁兴良.大客户战略管理[M].北京：机械工业出版社,2008.
[4]麦可唐纳.大客户管理(第二版[M].北京：企业管理出版社,2006.
[5]付晓蓉.金融业客户关系管理[M].北京：机械工业出版社,2010
[6]皮泊斯,容格斯.客户关系管理[M].北京：中国金融出版社,2006.
[7]冯长征,黄建江.抓住大象的鼻子：重点客户关系管理[M].北京：企业管理出版社,2007
[9]丁兴良.大客户战略营销[M].北京：机械工业出版社,2008.
[10]李小圣.时代光华——客户关系管理一本通[M].北京：北京大学出版社,2008.
[11]朱迪思·W·肯凯德.惠普客户关系管理[M].北京：人民邮电出版,2005.
[12]丁兴良.大客户战略服务[M].北京：机械工业出版社,2008.
[13]丁兴良.大客户销售策略与项目管理[M].北京：机械工业出版社,2008.
[14]周洁如,庄晖.现代客户关系管理[M].上海：机械上海交通大学出版社,2008.
[15]郭红丽,袁道唯.客户体验管理——体验经济时代客户管理的新规则[M].北京：清华大学出版,2019.
[16]郭汉尧.客户分级管理实务[M].北京：华中科技大学出版社,2010
[17]谷奇峰,丁慧平.企业能力理论研究综述[J].北京交通大学学报(社会科学版),2009,(01)
[18]周文辉,陈晓红,康红星.大客户管理：起源、概念与研究视角[J].郑州航空工业管理学院学报,2006,(02)
[19]林淼.铁路货运大客户管理研究[J].铁道运输与经济,2009,(02)
[20]罗亮生,张文欣.航空公司大客户管理探讨[J].现代商贸工业,2008,(10)
[21]杨毅,董大海.贸易公司的客户关系管理策略[J].当代经济管理,2005,(05)
[22]楼宁.客户管理成功的八大要素[J].市场周刊.新物流,2006,(02)
[23]李维良.推行客户关系管理增强企业市场竞争力[J].企业与文化,2006,(06).
[24]Adrian Payne & Pennie Frow. A Strategic Framework for Customer Relationship Management[J].Journal of Marketing Vol.69,2005,10:167-176.
[25]余郁,王成钢.基于CRM的企业流程再造[J].山西科技,2005,1.
[26]周洁如.顾客忠诚的经济价值[J].上海管理科学,2002,5
[27]IBM Business Consulting Services, CRM done right[J]2005,7.
[28]Christian Gronroos:The relationship marketing process:communication, interaction, dialogue,value[J].Journal of Business & Industrial Marketing, Vol.19, 2004,2.
[29]Darrel K Rigby,Frederick, Phil Schetter. Avoid the Four Perils of CRM[J].Harvard Business Review,2002,2.
[30]Richard Feinberg,Rajesh Kadam. ECRM Web service attributes as determinants of customer satisfaction with retail web sites[J].International journal of service industry management,2002,5:432.
[31]江莹,李林.浅议企业文化与CRM战略实施的融合[J].山西青年管理干部学院学报,2003，9.
[32]杨龙,王永贵.顾客价值及其驱动因素剖析[J].管理世界,2002,6.
[33]C. K. Prahalad,Venkatram Ramaswamy.Co-opting Customer Competence[J].Harvard Business Review On Customer Relationship Management,001,12.
[34]潘虹尧.浅析IT企业软件项目管理中的客户管理[J].商场现代化,2009,(07)
[35]吕小宇.顾客满意度研究及实证分析[D].四川大学,2007
[36]李伟国.湖南铁通大客户经理的情商对营销绩效的影响研究[D].中南大学,2007
[37]郭卫东.技术预见理论方法及关键技术创新模式研究[D].北京邮电大学,2007.
[38]ISO 20000 IT服务管理体系
[39]ITIL v3(IT服务管理最佳实践指南)
[2]罗伯特.B.米勒,斯蒂芬.E.黑曼,泰德.图勒加.成功的大客户管理[M].北京：中央编译出版社,2006.
[3]丁兴良.大客户战略管理[M].北京：机械工业出版社,2008.
[4]麦可唐纳.大客户管理(第二版[M].北京：企业管理出版社,2006.
[5]付晓蓉.金融业客户关系管理[M].北京：机械工业出版社,2010
[6]皮泊斯,容格斯.客户关系管理[M].北京：中国金融出版社,2006.
[7]冯长征,黄建江.抓住大象的鼻子：重点客户关系管理[M].北京：企业管理出版社,2007
[9]丁兴良.大客户战略营销[M].北京：机械工业出版社,2008.
[10]李小圣.时代光华——客户关系管理一本通[M].北京：北京大学出版社,2008.
[11]朱迪思·W·肯凯德.惠普客户关系管理[M].北京：人民邮电出版,2005.
[12]丁兴良.大客户战略服务[M].北京：机械工业出版社,2008.
[13]丁兴良.大客户销售策略与项目管理[M].北京：机械工业出版社,2008.
[14]周洁如,庄晖.现代客户关系管理[M].上海：机械上海交通大学出版社,2008.
[15]郭红丽,袁道唯.客户体验管理——体验经济时代客户管理的新规则[M].北京：清华大学出版,2019.
[16]郭汉尧.客户分级管理实务[M].北京：华中科技大学出版社,2010
[17]谷奇峰,丁慧平.企业能力理论研究综述[J].北京交通大学学报(社会科学版),2009,(01)
[18]周文辉,陈晓红,康红星.大客户管理：起源、概念与研究视角[J].郑州航空工业管理学院学报,2006,(02)
[19]林淼.铁路货运大客户管理研究[J].铁道运输与经济,2009,(02)
[20]罗亮生,张文欣.航空公司大客户管理探讨[J].现代商贸工业,2008,(10)
[21]杨毅,董大海.贸易公司的客户关系管理策略[J].当代经济管理,2005,(05)
[22]楼宁.客户管理成功的八大要素[J].市场周刊.新物流,2006,(02)
[23]李维良.推行客户关系管理增强企业市场竞争力[J].企业与文化,2006,(06).
[24]Adrian Payne & Pennie Frow. A Strategic Framework for Customer Relationship Management[J].Journal of Marketing Vol.69,2005,10:167-176.
[25]余郁,王成钢.基于CRM的企业流程再造[J].山西科技,2005,1.
[26]周洁如.顾客忠诚的经济价值[J].上海管理科学,2002,5
[27]IBM Business Consulting Services, CRM done right[J]2005,7.
[28]Christian Gronroos:The relationship marketing process:communication, interaction, dialogue,value[J].Journal of Business & Industrial Marketing, Vol.19, 2004,2.
[29]Darrel K Rigby,Frederick, Phil Schetter. Avoid the Four Perils of CRM[J].Harvard Business Review,2002,2.
[30]Richard Feinberg,Rajesh Kadam. ECRM Web service attributes as determinants of customer satisfaction with retail web sites[J].International journal of service industry management,2002,5:432.
[31]江莹,李林.浅议企业文化与CRM战略实施的融合[J].山西青年管理干部学院学报,2003，9.
[32]杨龙,王永贵.顾客价值及其驱动因素剖析[J].管理世界,2002,6.
[33]C. K. Prahalad,Venkatram Ramaswamy.Co-opting Customer Competence[J].Harvard Business Review On Customer Relationship Management,001,12.
[34]潘虹尧.浅析IT企业软件项目管理中的客户管理[J].商场现代化,2009,(07)
[35]吕小宇.顾客满意度研究及实证分析[D].四川大学,2007
[36]李伟国.湖南铁通大客户经理的情商对营销绩效的影响研究[D].中南大学,2007
[37]郭卫东.技术预见理论方法及关键技术创新模式研究[D].北京邮电大学,2007.
[38]ISO 20000 IT服务管理体系
[39]ITIL v3(IT服务管理最佳实践指南)