绿城集团客户关系管理案例

【作者】 史书山；

【导师】 温太璞； 周修亭；

【作者基本信息】 郑州大学 ， 工商管理， 2004， 硕士

【摘要】 市场竞争的加剧和信息技术的发展，使得企业竞相采用新的手段来保持或赢得竞争优势，市场己从卖方市场转向买方市场，客户正成为企业争夺的焦点。在新的市场环境下，传统的生产导向、产品导向、技术导向、市场导向等已经不再能够使企业持续的获得竞争优势，而客户关系管理(Customer Relationship Management)作为一种以客户为中心的商业哲学、商业战略和企业文化，其重点是关注于吸引、满足和保留高价值客户的运作和管理，使客户关系处于最佳状态，起到后端营销的效果。但作为一种新的管理理论，CRM在企业实施应用中存在诸多的问题。 本文就是在这种背景下，以绿城集团为例，从客户分析、机构设置、优化流程、技术支持四个方面加以论述。 通过整合客户资源，研究客户行为，分析客户的特点，实行客户的分级管理，对不同的客户采用不同的策略，最大限度地实现客户资源优化，有效降低运营成本。 企业观念的改变需要组织变革的支持，从“以产品为中心”的组织转变为“以客户为中心”导向，要求有组织机构的重建，强化和协调整个客户关系管理。 做好客户关系管理有一组将客户信息转化为客户关系的循环流程，从建立客户知识开始，为客户提供超值服务，直到形成高影响的客户互动，可以保证一个企业建立长期的、资源可管理的、并且赢利的客户关系。 客户关系管理需要相应的技术做支撑，实施CRM系统建立完整的客户数据平台，解决了客户数据流失的问题，通过统计分析客户数据，为企业产品定位及销售策略的制定提供依据。“呼叫中心”是统一对外的平台，使服务更加规范；实现了客户与企业全方位沟通。 本文同时提出了进行客户关系管理，还需要建立一个“从客户利益出发”的企业文化体系、制定相应的绩效考核或管理制度、组织内的知识共享和传播以及保护客户隐私，并提供了应采取的对策。更多还原

【Abstract】 With the market competition becoming more drastic and information technology developing fast, every corporation is striving to adopt new measurements to keep or gain competitive advantages. Market has changed its character from seller’s market to buyer’s market, and customers are becoming the focus of the competition among corporation. In the new market environment, the traditciondproductionoriented, productoricented, technologyorcentitiond production oriented, productorcented, technologyoricnted and marketorcented haven’t made corporations gain competition advantages any longer. But as a customercentrice business philosophy .a business strategy and a corporation culture, CRM focuses its operations on and organizes around attract folioing and retaining the most valuable customers, and makes customer relationships the best position. But as a new management theory, CRM brings too many problems in its applications Based relationships the best position anther discusses four aspects based on Greenside corporation such as customer analyses organization setting process perfusion and technology supporting. Though studying the action of customers. Analyzing the character of customers and all the resources of customers to practice the classify management of customers. Different tactics to different customers so as to love the running cost.The change of corporation idea needs the supporting by the change of organization. The change from centers on preoccupy to centers on customer need to reconstruct organization and strengthen the customer relationship management.There is a set of circle process that trans from the customer information into customer relationship can be the CRM better. Beingnby, with building the customer knowledge, then providing overvalued service finally forming a higheffcet relationship, which can ensure that a enterprise build a long-term, resources can be administer and profitable customer relationship.CRM needs the Sapp string of rated technology. Carrying out CRM system can build integrated costumer date plat form, which solves the problem of running off customer data. On the basis of analyzing customer data, an enterprise can draw its product orientation and selling tactics. Call center system can make service more norms and make the customers and corporation know each other.This paper puts forward that we need to build a corporation culture system that centers on customer profit, draw some administrative system, share and spread the knowledge of interorganization and protect the privacy of customers, at the same time. And then the author puts forward some countermeasure更多还原