分析型CRM零售业不可缺少的软件工具  

An analysis of CRM retail software tools

作　　者：徐天 

机构地区：[1]上海市对外服务有限公司,200000

出　　处：《电子测试》2015年第4期152-155,共4页Electronic Test

摘　　要：21世纪以来,中国经济迅速的发展使得企业竞争日益激烈,各行各业都在秣马厉兵,采取各种不同的销售方法争取更多的客户。对于零售业来说,直接面对的就是客户,如何降低成本有的放矢的销售、如何在吸引新客户的基础上保留老客户忠诚度、如何更新产品以满足客户日益增长的需求、如何推陈出新击败竞争对手如出一辙的销售模式,这些所面临的竞争问题更是毋庸置疑地显现在眼前。而CRM(客户关系管理)系统的产生无疑给出了答案,有了CRM系统,可以对客户的数据进行管理和划分,细分出各种类型,有效的组织企业资源,培养以客户为中心的经营行为以及实施以客户为中心的业务流程和销售模式,采取有针对性销售模式来降低成本,采取人性化的沟通促销方式来保留客户的忠诚度,采取销售数据分析法来确定大众用户的需求趋向,率先推出新产品,采取温馨关爱的方式正真想用户所想来满足用户的需求,而非机械的打折促销。通过与众不同的方式方法来提高企业的获利能力、收入以及客户满意度。最终取得客户满意,企业收益的双赢效果。Since twenty-first Century,the rapid economic development of the Chinese enterprise competiti on is becoming increasingly fierce in all walks of life,make active preparations for war,take a variety of marketing methods to attract more customers.For the retail industry,directly face the customer,how to reduce the cost ofsales,have a definite object in view of how to attract new customers,retain old customers loyalty,how to update the product to meet the growing needs of customers,how to bring forth the new through the old to defeat the competitors of the same sales model,competition of these faces is no undoubtedly appear in front of. CRM（Customer Relationship Management） system,which undoubtedly gives the answer,with the CRM system,thecustomer data management and classification,subdivision of various types,the effective organization ofresources,training management to the customer as the center and implement the customer-centric business processes and sales model,take targeted marketing mode to reduce costs,to take the human communication of promotions to retain customer loyalty,take sales data analysis method to determine the public tend to the needs of users,to launch new products,take off the warm love is r eally want users to meet the needs of users,rather than mechanical discount promotion.To improve the enterprise＇s profitability,revenue and customer satisfaction bydifferent ways.Ultimately achieve customer satisfaction,enterprise benefit win-win results.

关 键 词：CRM 双赢 

分 类 号：F724.2[经济管理—产业经济]