基于BSC的客户关系管理战略模型及应用

A Model of CRM Strategy Based on Balanced Scorecard

摘要:

在分析客户关系管理（Customer Relationship Management，CRM）实践失败原因的基础上，结合平衡计分卡的优势，建立了基于平衡计分卡的CRM战略模型，通过从财务、客户、流程和学习与成长四个视角的分析，鉴别出支撑CRM战略的关键流程、资源、技术和能力。最后通过徐州工程机械集团营销公司的实证分析验证了该模型的可行性和有效性。

Abstract:

Customer Relationship Management (CRM) has become one of the leading business strategies in 21 century. Because of CRM's complexity, little research has been conducted in defining and applying of CRM strategy. On analyzing the reason of the failure of CRM, which are the inexplicit strategy definition and the misidentification of key processes, resources, competences and technologies aligned with CRM strategy, we use Balanced Scorecard as a new tool to define Customer Relationship Management strategy. In the paper, we propose that BSC is one of the most suitable tools to describe CRM strategy, and a model for defining CRM strategy based on BSC is set up. At last, we illustrate the model through a case study to validate its feasibility and validity.