客户关系:私有还是共享

本文认为,由于企业自身与外部环境的影响,目前我国的客户关系处于一种私有化状态,使得作为企业整体资源的客户关系无法共享,造成了资源浪费与管理上的困难。考虑到客户关系私有的客观存在性、持久性以及由私有到共享的成本,应依据客户关系共享的成本收益情况,选择是否对其进行共享。文章提出,技术、管理和经济上的不同步是企业在客户关系共享化过程中遇到的一个突出问题,为解决这一问题,应对客户关系信息进行统一规范设计,实施客户关系共享激励政策,对客户关系信息共享设置权限管理,根据需要赋予不同人员不同的使用权限,加强协作式营销,实现客户关系的组织化管理。

Customer Relations: Privately Owned or Share with Others

The author points out that,because of the effects the enterprises and the external environment had on China's customer relation,most of China's customer relations are privately owned.Which in turn make the customer relations,the enterprises' overall resources,can not be shared,and it leads to the waste of resource and the difficulties in terms of management.The author points out that we should decide if the customer relation should be shared according to its cost and profit.To solve the problem of synchronization between the technology,management and economy,we should,first,unify and standardize the design of customer relation information;second,implement incentive policy for the sharing of customer relation;third,give different option to different people;fourth,strengthen coordinate marketing.