基于最佳实践的客户关系管理实施方法研究

Methodology of CRM Implementation Based on Best Practices

摘要:

针对CRM(Customer Relationship Management，CRM)实施成功率不高的情况，将最佳实践思想应用于CRM实施的全过程.在现有CRM实施方法研究的基础上，提出了基于最佳实践的CRM实施方法的内涵，并建立了相应的过程模型，然后从销售、营销、服务与支持等三个方面讨论了基于最佳实践的CRM全流程改进方法，能够具体指导企业进行CRM实施，帮助企业提高CRM实施的成功率.

Abstract:

Considering the success rate of current CRM implementation not high， the thinking of best practices is applied to the whole process implementation of CRM. On the basis of current research， we propose the connotation of CRM implementation method based on best practices， and the protess model is build. Then the whole process improvement method of CRM based on best practice is discussed through three aspects including sales， marketing， service and support. This method can concretely guide enterprises to implement CRM， and improve the success rate.