基于客户认知价值的CRM战略

客户需求的多样化 ,个性化 ,客户经验的成熟化为企业提出了服务敏捷 ,优质 ,准确的高标准要求。以“客户为中心” ,一切以满足客户需求为目标的客户关系管理 (CRM)战略正是解决这一问题的重大管理决策。但CRM战略的实施不仅是从企业一方出发 ,最大可能地为客户创造需求。而且因为客户的最终价值是从其获得的总价值中扣除为获得产品或服务所支付的成本而享有的最终感受。因此 ,基于客户对企业产品或服务价值的看法或需求 ,选取适当的营销方式 ,明确相应的CRM战略是客户关系管理战略成功的关键。

CRM Strategy Based on Customer Cognitive Value

With the rapid development of technology and the acc el eration of the economic globalization, Chinese corporations will face both oppor tunities and threats. The diversification and individualization of customer dema nd as well as maturization of customer experience raise bigh-standard reguiremen ts for enterprises to offer prompt, excellent and precise service. The strategy of customer relation management(CRM) will become one of the major measures for enterprises to achieve the objective of meeting customer satisfaction based on c ustomer cognitive value.