CRM中主动利用信息不对称性的客户服务模式研究

应用四种客户服务模式,阐述了客户服务涉及的相关主体、各主体间的信息流以及信息的不对称性,参考前人的相关研究成果,综合考虑企业客户服务流程以及客户服务担负的辅助决策功能,建立了包括虚拟客户服务中心、终端客户、中介组织和管理层辅助决策支持四部分的客户服务模式,以降低企业的综合客户服务成本,提高终端客户、内部客户、服务中介组织以及供应商的忠诚度和满意度。

Customer Service Mode Based on Active Information Asymmetry in Customer Relationship Management

Referring to the former researches,the paper analyzes four widely used customer service modes,expatiates correlative entities,information flows and information asymmetry.It synthetically considers customer service processes and the assistant decision-making function of customer service,with the establishment of customer service mode including suppositional customer service center,terminal customers,service intermediary organizations and assistant decision-making support module.This can reduce the cost of customer service and enhance the satisfaction and loyalty of terminal customers,internal customers,service intermediary organization and providers.