客户生命周期视角下的客户关系管理策略探讨

虽然很多企业已经开始重视客户关系管理的研究与应用,但他们往往限于静态的考虑,文章从客户生命周期的角度出发,动态地针对客户各个阶段的特征采取合适的策略。     

实施零顾客跳槽率管理，提高顾客忠诚

"零顾客跳槽率管理"是指企业与每一个能够给企业带来利润的顾客保持长期关系,不让这类顾客跳槽.顾客跳槽对企业利润的影响远远大于企业规模、市场份额、单位成本以及许多其他与竞争优势有关的因素的影响.     

顾客价值管理探析

当前,对于顾客价值的研究日趋深入.但是,顾客价值最关键最具现实意义的就是实现企业的顾客价值管理.对于企业而言,实施顾客价值管理是一项艰巨的任务,而成功的顾客价值管理无疑可以为企业营造新的竞争优势.     

超越价格--客户关系管理的观点

随着市场管制的不断放松,市场细分不断加强,竞争变得日趋激烈.通过网上检索、分类广告、上门推销、电视、广播、报纸等途径及媒体,顾客的消费行为变得越来越成熟.大量的商业广告促销淹没了企业的声音,吸引新客户越来越难了;同时竞争者以更低的价格、更优厚的条件不断地引诱企业现有的客户,留住现有的客户也越来越难.     

客户关系管理与呼叫中心的结合

客户关系管理(CRM)是企业的一种经营策略、管理理念,在实践上就表现为一套软件和技术的使用,呼叫中心作为实现CRM的信息技术支撑,在CRM战略中扮演着越来越重要的角色,文章针对两者的关系和技术上的运用进行讨论,提出了基于CRM的呼叫中心是未来的发展趋势。     

Securing customer satisfaction through component service specifications: Purchasing maintenance services for social rented housing

Many companies nowadays buy services that they pass on to their customers. A specific example is a housing association that buys maintenance services to be delivered to their tenants. These services are referred to as component services and have a large impact on end customers, and this should be taken into account when developing the specifications for the service.The main objectives of this article are to (1) find out what end customers perceive as important for their customer satisfaction for component services; and (2) investigate whether the buying company gives sufficient attention to these characteristics in their service specifications. We investigate these issues in the context of maintenance services bought by Dutch housing associations and conduct a survey among tenants to determine the relative importance of different characteristics of the maintenance they receive on their dwellings. Subsequently, we investigate service specification documents to verify whether they sufficiently reflect the characteristics that are important for tenants.The survey results show that determinants of maintenance service quality that add to perceived tenant control are more important in case of reactive maintenance than in case of planned maintenance. Based on our analyses, we conclude that the selected housing associations only to a limited degree take these aspects into account in the specifications of maintenance services. Although replication in other settings is required, the results of this study suggest that buying companies are not always aware of the specific characteristics of component services, and how this affects the purchasing process.     

Supplier evaluation in local public services: Application of a model of value for customer

A methodology for evaluating the supplier's performance in a standardised public service is presented with a theoretical application to the water service. It aims at supporting the managers in their efforts to improve the service provided. The basic concept is that the quality of service depends on the quality of the supplier's performances. It is then possible to determine such performances in terms of technical and functional quality as linked with customer satisfaction. It can be expressed in terms of the prevalent value model for the users and the quality of interaction between customer and supplier is a function of the quality of service provided (Q_s). An agent-based model can be defined for simulating the interaction among the actors.     

The management service company's expectation of the customer

The one constant factor in health care today is change. Choose your management support company carefully, expect high quality results, and communicate both positive and negative feedback immediately. This formula will give you excellent results as well as a long-term productive partnership in which cost, risk, and the end objectives can be balanced for maximum benefit.     

基于回款期设计的客户管理库存策略

分析了有固定回款期的客户管理库存和随机回款期的客户管理库存两种类型,揭示了其运作机理、适用范围和实现机制。     

几种有效的管理方法

我国的优秀企业创造了不少有效的管理方法,应当很好地总结推广.有几种方法值得一提.     

浅析企业物流客户服务管理的作用

物流服务是增强商品的差异性、提高商品竞争优势的重要因素,它直接影响到企业整体运作水平,已经成为企业提高市场竞争力的重要手段。文中就物流服务概念和客户关系管理进行探讨,从而促进物流客户服务的更进一步的发展。     

聚类分析在客户关系管理中的应用研究

客户关系管理和数据挖掘都是近几年发展起来的新兴学科,对现代企业的发展有着举足轻重的作用。聚类是数据挖掘中的典型算法,其中的K-均值算法是最基本的算法,由该算法产生了许多经典而高效的算法。文章对数据挖掘成果进行了归纳,深入研究了K-均值算法,并将其运用在客户关系管理的客户分类中,这对研究数据挖掘中的其他算法是很有利的。     

CRM系统实施的关键成功因素

文章针对我国CRM系统实施成功率较低的现状,结合自己的实际工作体会,从企业客户与企业本身两个角度提出了CRM系统实施应当注意的一些问题,分析和探讨了“客户成熟度”及“企业成熟度”对CRM系统成功实施的影响。     

国际工程项目劳务管理工作的探索与思考

文章介绍了国际劳务管理,通过巴贡、班谷、甘再、布维项目劳务管理的总结,分析了国际项目劳务的重要性,并对各种类型劳务管理的优缺点和适用性进行了阐述,以期为促进我国国际业务的拓展,劳务管理走上规范化、制度化的轨道作为借鉴作用。     

Direct and database marketing and customer relationship management in recruiting students for higher education

Marketing in higher education is changing. There is a need to be on the one hand ever more cost‐effective and on the other more socially responsible in recruiting applicants. Most university faculties have to deal in very competitive sectors in order to attract applicants. In this paper the authors analyse the results of a recent study of the customer database belonging to the University of the West of England. It is concluded that direct and database marketing has distinct potential in attracting more students cost‐effectively, and improving the precision and control with which the whole recruitment process is managed. Copyright © 2004 Henry Stewart Publications     

The Flemish customer contact centre for public information from a marketing and management perspective

This paper describes the Flemish customer contact centre for government information (‘the Flemish Infoline’) as an example of marketing in the public sector. First it defines the term ‘customer contact centre’ and describes the objectives and main characteristics of the Flemish Infoline. It then identifies the three reasons for setting up the Flemish Infoline in 1999: the complicated Belgian institutional landscape; the unprofessional telephone traffic handling and service; and the lack of knowledge about citizens' information needs. Finally, the paper applies Kotler's 4 Ps concept to the case, and puts the relevant stages from Lees‐Marsh‐ment's political marketing orientations into one integrated scheme in order to understand the functioning of the Flemish Infoline. Based on the literature and on an in‐depth interview with the project head of the Flemish Infoline, the authors demonstrate that marketing techniques can be used in contact centres for public information, but they also illustrate some important differences from those in the forprofit sector, such as the available amount of customers' personal data, the level of call operators' skills and the degree of heterogeneity of the questions. Further research on information needs and contact centres, and providing one ‘umbrella’ contact centre for government information in Belgium are recommended. Copyright © 2003 Henry Stewart Publications     

Applying fuzzy quality function deployment to identify service management requirements for customer quality needs

In this paper a fuzzy quality function deployment to identify service management requirements for customer quality needs is developed. First, customer quality needs with importance degree have been investigated followed by development of service management requirements for satisfying the observed customer quality needs. Furthermore, construct a fuzzy relation matrix to link service management requirements and customer quality needs based on cross-functional expertise. The aggregated fuzzy assessments of various service management requirements are ranked to determine their importance priority. Finally, an empirical study for identifying the service management requirements for customer quality is used to demonstrate the proposed approach.