物流客戶關系管理外文翻譯

1、<p>　　1物流客戶關系管理的含義</p><p>　　客戶關系管理(Customer Relationship Management, CRM)是一個不斷加強與顧客交流，不斷了解顧客需求，并不斷對產品及服務進行改進和提高以滿足顧客的需求的連續(xù)的過程。其內含是企業(yè)利用信息技（IT）術和互聯(lián)網技術實現(xiàn)對客戶的整合營銷，是以客戶為核心的企業(yè)營銷的技術實現(xiàn)和管理實現(xiàn)?？蛻絷P系管理注重的是與客戶的交流，企業(yè)的

2、經營是以客戶為中心，而不是傳統(tǒng)的以產品或以市場為中心。為方便與客戶的溝通，客戶關系管理可以為客戶提供多種交流的渠道。對客戶關系管理應用的重視來源于企業(yè)對客戶長期管理的觀念，這種觀念認為客戶是企業(yè)最重要的資產并且企業(yè)的信息支持系統(tǒng)必須在給客戶以信息自主權的要求下發(fā)展。成功的客戶自主權將產生競爭優(yōu)勢并提高客戶忠誠度最終提高公司的利潤率?？蛻絷P系管理的方法在注重4p關鍵要素的同時，反映出在營銷體系中各種交叉功能的組合，其重點在于贏得客戶。這樣

3、，營銷重點從客戶需求進一步轉移到客戶保持上并且保證企業(yè)把適當?shù)臅r間、資金和管理資源直接集中在這兩個關鍵任務上。</p><p>　　CRM系統(tǒng)的宗旨是：為了滿足每個客戶的特殊需求，同每個客戶建立聯(lián)系，通過同客戶的聯(lián)系來了解客戶的不同需求，并在此基礎上進行"一對一"個性化服務。通常CRM包括銷售管理、市場營銷管理、客戶服務系統(tǒng)以及呼叫中心等方面?！耙钥蛻魹橹行摹?，提高客戶滿意度，培養(yǎng)、維持客戶忠

4、誠度，在今天這個電子商務時代顯得日益重要。客戶關系管理正是改善企業(yè)與客戶之間關系的新型管理機制，越來越多的企業(yè)運用CRM來增加收入、優(yōu)化贏利性、提高客戶滿意度?！?lt;/p><p>　　(1) 建立統(tǒng)一的信息編碼系統(tǒng)；</p><p>　　(2) 設計能夠良好反映事務特性的數(shù)據(jù)模型；</p><p>　　(3) 劃分數(shù)據(jù)庫類型，在分布式數(shù)據(jù)庫管理系統(tǒng)和網絡平臺基礎上，

5、設計全局共享及局部共享數(shù)據(jù)庫，以支持分布式數(shù)據(jù)處理，實現(xiàn)各分系統(tǒng)之間及其內部各功能模塊之間的信息集成；</p><p>　　(4) 提供強大的數(shù)據(jù)庫管理系統(tǒng)，并在此基礎上敬愛拿過來完善的客戶銷售數(shù)據(jù)庫、客戶市場數(shù)據(jù)庫、客戶支持與服務數(shù)據(jù)庫、企業(yè)綜合信息數(shù)據(jù)庫等。</p><p>　　由于CRM是以客戶為整個管理的中心，不同于其它管理系統(tǒng)，其數(shù)據(jù)庫管理有自己的特性。因此，需要建構自己的CRM

6、數(shù)據(jù)庫。在構建CRM數(shù)據(jù)庫時，應注意CRM的特性，同時也要注意CRM系統(tǒng)與企業(yè)其它管理系統(tǒng)的協(xié)調。</p><p><b>　　2.市場需求分析</b></p><p>　　現(xiàn)行的CRM軟件還處于起步階段，功能模塊結構不盡相同，但是其基本的需求是一樣的，其主要技術需求應包括六個方面：</p><p><b>　　2.1信息分析能力&l

7、t;/b></p><p>　　CRM有大量客戶和潛在客戶的信息，企業(yè)應該充分的利用這些信息進行分析，使得決策者掌握的信息更加完全，從而能及時的作出決策。良好的商業(yè)情報是企業(yè)成功的一半。</p><p>　　2.2對客戶互動渠道進行集成的能力</p><p>　　對多渠道進行集成與CRM解決方案的功能部件的集成是同等重要的。不管客戶是與企業(yè)聯(lián)系還是與銷售人員聯(lián)

8、系，于客戶互動都應該是無縫的、統(tǒng)一的、高效的。同一的渠道還能帶來內部效益的提高。</p><p>　　2.3支持網絡應用的能力</p><p>　　在支持企業(yè)內外的互動和業(yè)務處理方面，Web的作用越來越大，這使得CRM得網絡功能越來越重要。如，網絡可以為電子商務渠道提供支持。為了使客戶和企業(yè)雇員都能方便應用CRM，需要提供標準化的網絡瀏覽器，使得用戶幾乎不需訓練就能使用系統(tǒng)。</p&

9、gt;<p>　　另外，如果通過網絡為客戶提供在線反饋的話并能有專人及時傳達信息給公司的售后服務部門，這將為公司留住客戶（尤其是距離較遠的）并使業(yè)績添磚加瓦。</p><p>　　2.4建設集中的信息倉庫的能力</p><p>　　采用集中化的信息、實時的客戶信息，可使各業(yè)務部門和功能模塊間的信息能統(tǒng)一起來。</p><p>　　2.5對工作流進行集成

10、的能力</p><p>　　工作量是指把相關文檔和工作規(guī)則自動化安排給負責特定業(yè)務流程中特定步驟的人。CRM解決方案應具有較強的功能，為跨部門工作提供支持，使這些工作能動態(tài)的、無縫的集成。</p><p>　　2.6與ERP功能的集成 </p><p>　　如果CRM與ERP和財務、庫存、制造、分銷、物流和人力資源等連接起來，使之成為一個客戶互動循環(huán)，這種集成能使企

11、業(yè)在系統(tǒng)間搜集商業(yè)情報，而不是低水平的數(shù)據(jù)同步。</p><p>　　3.供應鏈管理與物流客戶關系管理</p><p>　　3.1供應鏈管理（SCM）與物流客戶關系管理（CRM）的關系</p><p>　　供應鏈管理與物流客戶關系管理的最大共同點就是十分的重視客戶。目前，所有的物流企業(yè)都必須在提高客戶服務水平的同時努力的降低運營成本，必須有提高市場反應速度的時間給客

12、戶以更多的的選擇。對客戶需求的絕對重視是供應鏈發(fā)展的原則和目標，因而供應鏈從客戶開始，到客戶結束。供應鏈管理思想從以前的“推式”轉為以客戶需求為原動力的“拉式”供應鏈管理，更加重視客戶。表現(xiàn)在：以客戶需求為大前提，通過供應鏈內各企業(yè)的緊密合作，有效地為顧客創(chuàng)造出更多附加價值；對從原材料供應商、中間生產過程到銷售網絡的各個環(huán)節(jié)進行協(xié)調；對企業(yè)實體、信息及資金的雙向流動進行管理；強調速度及集成，并提高供應鏈中各個企業(yè)的即時信息可見度，以提高

13、效率。</p><p>　　客戶關系管理主要應用于物流企業(yè)市場營銷、銷售、服務與技術支持等外部資源整合等領域?？蛻絷P系管理系統(tǒng)的企業(yè)一方面通過提供快速和周到的優(yōu)質服務吸引和保持更多的客戶；另一方面通過對企業(yè)業(yè)務的流程的重組降低企業(yè)成本。客戶關系管理通過對客戶詳細資料的深入分析，來提高客戶滿意度，從而提高企業(yè)競爭力的一種方法。幫助企業(yè)最大限度地利用以客戶為中心的資源，包括人力資源、有形和無形資產，并將這些資源集中應

14、用于現(xiàn)有的客戶和潛在的客戶身上。</p><p>　　3.2面向SCM 和CRM系統(tǒng)的構建原則</p><p>　　(1) 將客戶與供應鏈鏈接起來</p><p>　　首先，這意味著在伙伴之間共享交易數(shù)據(jù)。以保證較低的庫存。其次，可以在供應鏈中通過正確的數(shù)據(jù)與位于第一線的員工聯(lián)系起來。第一線的員工接到訂單之后，應該清楚地了解不斷更新庫存和產品數(shù)據(jù)，據(jù)此就可以為客戶

15、提供準確的交付信息。同時，網絡使得這些信息在供應鏈伙伴中的共享成為可能。 </p><p>　　支持企業(yè)由“科層制”向“流層制”管理模式的轉變</p><p>　　許多的企業(yè)管理人員認為，科層制企業(yè)的組織結構和功能設置影響了客戶關系建立。這種體制使得組織內服務客戶的不同活動被分割開來，難以將客戶信息完整地反饋回組織。流層制的管理模式打破了以功能劃分的組織邊界，使得組織將精力集中于最終結果，

16、圍繞客戶而不是企業(yè)內部組織活動。流層制的管理模式促進了前端活動上游供應鏈的集成，其中也包括跨組織的活動。因此，流層制的模式可以大大的提高客戶支持供應鏈的能力。</p><p>　　傾聽市場的需求信息，及時傳達給整條供應鏈</p><p>　　動態(tài)的環(huán)境下，通過營銷策略和信息技術掌握確切的需求。使企業(yè)供應鏈上的供應活動建立在可靠的基礎上。保持需求與供應的平衡。同時，客戶關系管理使企業(yè)通過新的

17、業(yè)務模式，利用最新的新信息技術，擴大企業(yè)經營活動范圍，及時把握新的市場機會，擁有更多的市場份額。</p><p>　　(4) 全面管理企業(yè)與客戶之間的各種關系</p><p>　　企業(yè)與客戶之間的關系。不公包括單純的銷售過程中的業(yè)務關系，如合同簽訂、訂單處理、發(fā)貨、收款等，而且包括企業(yè)營銷及售后服務過程中的各種關系，如市場推廣過程中與潛在客戶關系等。對企業(yè)與客戶之間的各種關系進行全面管理，

18、將會顯著提升企業(yè)營銷能力、降低營銷成本、控制營銷過程中可能導致客戶抱怨的各種行為。</p><p>　　4.數(shù)據(jù)挖掘在CRM的應用</p><p>　　數(shù)據(jù)挖掘可以應用到以客戶為中心的企業(yè)決策分析和管理的各個不同領域和階段。</p><p>　　4.1識別潛在客戶，獲取新客戶</p><p>　　挖掘客戶數(shù)據(jù)時，充分利用數(shù)據(jù)技術可以尋找有潛在

19、價值的客戶。識別這些潛在的客戶主要是對已有的客戶數(shù)據(jù)進行分析，對已有的客戶分成不同的類型，對不同類型的客戶群提供不同的客戶服務和銷售方案，并為這些客戶提供有針對性的產品和服務來滿足這些客戶的要求。通過對已有客戶的分類更容易使企業(yè)識別潛在的客戶，并最終向著把潛在的客戶轉變成企業(yè)真正的客戶，最終轉變成忠誠客戶。</p><p><b>　　4.2保持老客戶</b></p><

20、p>　　企業(yè)業(yè)務的增長不僅要靠獲得新的客戶，更重要的一點是留住已有的客戶?，F(xiàn)在獲得新的客戶的成本在不斷的上升，因此留住老客戶不失為企業(yè)發(fā)展的一個重要方向。數(shù)據(jù)挖掘可以識別出潛在的客戶群，提高市場的回應率，做到有的放矢。另外，數(shù)據(jù)挖掘可以幫助企業(yè)識別出有離開意愿的客戶，使企業(yè)采取合適的措施留住這批客戶。</p><p><b>　　4.3發(fā)現(xiàn)重點客戶</b></p><

21、;p>　　根據(jù)“20-80”原則，企業(yè)ＣＲＭ的一項重要任務就是發(fā)現(xiàn)和維系重要客戶。運用分組或神經網絡或決策樹，可以形象地識別具有哪些特征的客戶是企業(yè)最重要的客戶。</p><p>　　4.4有利于交叉銷售或者增值銷售</p><p>　　交叉銷售或者增值銷售是客戶關系發(fā)展的重要環(huán)節(jié)，是企業(yè)與客戶之間實現(xiàn)雙贏的重要手段。交叉銷售是讓客戶購買企業(yè)的其他產品或者服務，增值銷售是讓客戶購買附

22、加的產品或服務，使客戶購買的產品向著高價值的方向發(fā)展，兩種銷售都有延長客戶關系的效果。對客戶來講，要想得到更多的產品和服務并能從中受益對企業(yè)來講，這樣會促進銷售額的增長，從而從中獲益。數(shù)據(jù)挖掘可以幫助企業(yè)找出最合理的銷售搭配方案。</p><p>　　4.5提高供應鏈效率</p><p>　　供應鏈效率低的主要原因是供應鏈中的環(huán)節(jié)過多，數(shù)據(jù)挖掘中的關聯(lián)原則分析可以分析買家和賣家的相關性，以

23、減少供應鏈的中間環(huán)節(jié)，提高供應鏈效率。</p><p><b>　　4.6優(yōu)化客戶服務</b></p><p>　　可以利用數(shù)據(jù)挖掘技術獲得不同類型客戶對服務的要求，挖掘出客戶的購買趨勢以掌握客戶的需求，適時的調整產品結構，從而有針對性的提供客戶服務。來提高客戶群的滿意度，達到挽留客戶的目的。</p><p><b>　　4.7提供決

24、策支持</b></p><p>　　在大量的客戶信息庫中，運用數(shù)據(jù)挖掘技術，使客戶數(shù)據(jù)可視化，直觀形象的反應客戶的信息，及時全面和動態(tài)的反應銷售質量，為管理人員提供決策支持提供有效的手段和數(shù)據(jù)支持。</p><p>　　1．Customer Relationship Management</p><p>　　Customer Relationship M

25、anagement (CRM) Relationship Management, however is a constantly strengthen the communication with customers, continuously understand Customer needs, and constantly for products and services to meet Customer and improve

26、the needs of continuous process. The use of information technology contains is the enterprise (IT) art and the Internet technology to achieve customer's integrated marketing, is the enterprise marketing customer is t

27、he core of the implementation and managem</p><p>　　CRM system tenet is: in order to meet the special needs of every customer with each customer, to establish contact with customers, through the contact to un

28、derstand the different needs of customers, and on this basis "one-on-one" personalized service. Usually CRM including sales management, marketing management, customer service system and call center, etc. "

29、Take the customer as the center", improve customer satisfaction, cultivation, maintain customer loyalty, in this day of e-commerce era appe</p><p>　　1. Establish unified information coding system; </

30、p><p>　　2. The design can be good reflect the data model and characteristics of affairs </p><p>　　3. Partition type of database, in distributed database management system and network platform, desi

31、gn based on global sharing and local Shared database, to support points 4. Cloth type data processing, and realize the subsystem and its internal between the function module information between integration; </p>&

32、lt;p>　　5. Provide a powerful database management system, and based on this beloved bring them here improve customer sales database, customer marketing database, customer support and 6. And service database, enterprise

33、 integrated information database, etc. </p><p>　　Because CRM is the center of the whole management clients, different from other management system, and its database management has its own characteristics. Th

34、erefore, it is necessary to construct their own CRM database. In constructing the CRM database, attention shall be paid to CRM characteristics, also want to note CRM system and enterprise other management system of coord

35、ination.</p><p>　　According to the requirement analysis, can draw system flowcharts are as follows:</p><p>　　2. Market demand analysis</p><p>　　The current CRM software is still in

36、 the initial stage, function module structure is endless and same, but its basic needs are the same, its main technical requirements should include six aspects: </p><p>　　1 information analysis ability </

37、p><p>　　CRM has large customers and potential customers information, enterprise should make full use of these information analysis, makes policymakers grasp of the information, thus can more fully timely decisi

38、on making. Good business intelligence is the enterprise half of success. </p><p>　　2 to customer interaction channels of integrated ability </p><p>　　The integration of multi-channel function of

39、 CRM solutions with parts of integration is equally important. Whether the customer is and enterprise connected or contact with sales staff, to customer interaction should is seamless, unified and efficient. The same cha

40、nnel can also bring internal efficiency. </p><p>　　3 support network application ability </p><p>　　In support of both within and outside the enterprise interaction and business processing aspect

41、, Web bigger role, this makes the CRM Internet functions more and more important. Such as, the network can provide support for e-commerce channel. In order to make customers and enterprise employees convenient applicatio

42、n CRM, need to offer standardized web browser, allows the user to almost don't need training, it can use the system. </p><p>　　In addition, if through the network to provide online feedback words and can

43、 be promptly transmits information to the company's after-sales service department, this would retain customers (especially distance is farther) and make friend. Performance </p><p>　　Four construction c

44、entralized information repository ability </p><p>　　Using the information, real-time centralization of customer information, can make each business departments and function modules of information can unify b

45、etween. </p><p>　　5 on workflow to integrated ability </p><p>　　The workload is to related documents and work rules for specific arrangement gives automation business process of specific steps.

46、CRM solutions should have strong function, provide support for inter-departmental working, make these work can dynamic, seamless integration. </p><p>　　6 and ERP function integration </p><p>　　I

47、f CRM and ERP and financial, inventory, manufacturing, distribution, logistics and human resources, to be connected to a customer interaction cycle, this integration among systems can make the enterprise business intelli

48、gence collection, rather than low levels of data synchronization. </p><p>　　3. Supply chain management and customer relationship management</p><p>　　1, supply chain management (SCM) and customer

49、 relationship management (CRM) relationship </p><p>　　Supply chain management and customer relationship management is the biggest have in common is that the customer. At present, the enterprise must be all i

50、n improving customer service levels at the same time the lower operating cost, to increase market reaction speed must have the time for customers to more choice. The absolute attention to customer needs is the supply cha

51、in development principle and target, thus supply chain from the customer, to customer over. Start Supply chain management thoug</p><p>　　Customer relationship management is mainly applied to enterprise marke

52、ting, sales, service and technical support to external resources integration, etc. Customer relationship management system enterprise on one hand through provide fast and considerate service to attract and keep more cust

53、omers; On the other hand through the process of enterprise business restructuring decreases the cost. Customer relationship management of customers through the thorough analysis, detailed information to improve</p>

54、<p>　　2, the SCM and CRM system construction principles </p><p>　　1. Will the customer and supply chain link up. First of all, this means that in partners to share trading data. To ensure that the low

55、er inventory. Secondly, can be in supply chain through the correct data with frontline staff in connected. Frontline staff after receiving orders, should clearly understand constantly updated inventory and product data,

56、accordingly can provide accurate delivery information. Meanwhile, the network makes these information in the supply chain partners of sharing beco</p><p>　　2. Support enterprise by "the hierarchical&quo

57、t; to "flow layer is made" management mode transformation. Many enterprise management personnel to think, the hierarchical structure and function of enterprise organization set up affected customer relationship

58、 established. This system makes the organization in the different customer service activities are separated, difficult to complete customer information feedback back to organization. The management mode of flow layer wit

59、h functional division of brea</p><p>　　3. Listen to the needs of the market information, timely communicated to the whole supply chain. Dynamic environment, through the marketing strategy and information tec

60、hnology master the exact requirements. Make the enterprise supply chain activities based on reliable supply basis. Keep the balance of demand and supply. Meanwhile, customer relations management make enterprise through t

61、he new business model, using the latest new information technology, expand the scope of business activity, timel</p><p>　　4. Overall management of the enterprise and customer relationships between. The relat

62、ionship between firm and customer. Sales of injustice, including pure business relationship, such as in the process of contract signing, order processing, shipment, receipts etc, and including the enterprise marketing an

63、d after-sale service process in various relations, such as marketing process and potential customer relations. For enterprise and customer relationships between the comprehensive management, will</p><p>　　Th

64、e application of data mining in CRM </p><p>　　Data mining can be applied to take the customer as the center of the enterprise decision analysis and management of different areas and stage. </p><p&

65、gt;　　1) to identify potential customers, acquire new customers. </p><p>　　Mining the customer data, make full use of data technology can search for a potential value for the customer. Recognition of the pote

66、ntial of existing customers are mainly analyzed, the customer data to existing customers into different types, different types of customers to provide different customer service and sales plan, and for these provide targ

67、eted products and services to meet the demands of customers. Based on the classification of existing customer more easily make enterprise identify </p><p>　　2) keep old customers.</p><p>　　Enter

68、prise business growth not only to get new customers by, more importantly retaining existing customers. Now the cost of acquired new customers in the constant rise, so keep old customer can yet be regarded as an important

69、 direction of enterprise development. Data mining can identify potential customers and improve market response rates, accomplish are offered. In addition, data mining can help enterprises to identify have left intend to

70、customer, make enterprise take appropriate measures to </p><p>　　3) found that key customers.</p><p>　　According to the "20-80" principle, the enterprise CRM a important task is discov

71、ery and maintaining important customers. Using groups or neural network or decision tree, can identify what features with images of the most important customer is the enterprise clients. </p><p>　　4) to cros

72、s selling or value-added sales.</p><p>　　Crossover sales or value-added sales is the important link of the customer relationship between firm and customer, is an important means to realize a win-win situatio

73、n. Crossover sales is to let customers buy product or service to the rest of the enterprise value added sales is that customer purchase additional product or service, so that customers buy the product in the direction to

74、ward the high value, two sales have extended the effect of customer relationships. To the client, to get more prod</p><p>　　5) improve supply chain efficiency. </p><p>　　Supply chain is the main

75、 reason of the low efficiency of the supply chain link is overmuch, in data mining, the relevance principle analysis can be analyzed by buyers and sellers, to reduce the correlation of the intermediate link and improve s

76、upply chain efficiency. </p><p>　　6) optimizing customer service.</p><p>　　Can use the data mining technology for different types of customers on the service requirements, dig out the customer b

77、uy trend in order to master the needs of customers, timely adjustment of product structure, thus targeted provide customer service. To improve customer satisfaction and achieve the purpose of retain customers. </p>

78、<p>　　7) provide decision support.</p><p>　　Over a very large number of customer information database, the use of data mining technology, make customer data visualization, visualization reaction custo