CRM简介(Technology Computer English)

What is CRM?
Customer Relationship Management, or CRM, is an information
technology industry term for methodologies, strategies, software,
and other web-based capabilities that help an enterprise organize and
manage customer relationships. For example, "if a marketing
department runs an outbound campaign, all of the information
about the customers and the program should be retained for the
sales staff to follow up on, the customer service representatives
to answer any queries, and technical support to provide any
field support. The idea is to have the same information available
to all in the company so that every product or service need of
the customer is met. CRM implies that everyone in the enterprise
is focused on the customer."
Brief History of CRM
With the advent of e-commerce comes the e-customer.
According to Vantive, a customer relationship management solutions
provider that was acquired in 2000 by enterprise resource planning
(ERP) software company PeopleSoft, the e-customer expects
constant access to a company through e-mail, call centers,
faxes and Web sites. Customers demand immediate response
with a personalized touch. Meeting their needs puts new demands on
the enterprise.
Since traditional ERP applications did not include a customer
management aspect, CRM was the logical next step. Vantive, for
example, started as early as 1992 in the development and implementation
of these customer management applications.
Two trends have brought CRM to the forefront, explains
Boston University professor Thomas H. Davenport, who directs
Accenture's Institute for Strategic Change. First, as global competition
has increased and products have become harder to differentiate,
"companies have begun moving from a product-centric view of the
world to a customer-centric one," says Davenport.
Second, technology has ripened to the point where it's possible
to put customer information from all over the enterprise into a single
system. "Until recently, we didn't have the ability to manage the
什么是CRM?
C R M - - 客户关系管理，是方法论，战略，软件和其它以
网络为基础的信息技术的专业术语。它可以帮助一个企业组织
与管理客户关系。比如，如果市场部运转一个对外运营部， 所
有关于这个客户和这个项目的信息，都应该被保留，为销售人
员做进一步行动，对客户服务代表回答问题和技术支持，给于
全方位的支持。这个观念是让同样的信息在公司内部所有的部
门都可以得到满足。C R M 意味着在一个企业内部的每一个职
员都要以客户为中心。
CRM简史
随着电子商务的到来， 电子客户也随之而来。根据
Vontive-- 一个客户关系管理承办商，与2001 年由企业资源规
划（ERP）软件公司，P e o p l e S o f t 组成，电子客户期盼通过电
子邮件，呼叫中心，传真和网站与公司保持稳定的、经常的联
系。客户需求企业给于个人化的快速响应。给企业一些新的任
务以满足他们的需求。
传统E R P 应用没有包括客户管理方面，C R M 是逻辑上的
进一步发展。以V e n t i v e 为例。最早开始于1 9 9 2 年发展和应用
这些管理应用。
据波斯顿大学教授Tomas H.Davenport 指出-- 他曾指
导A c c e n t u r e 学院的“策划与应变”课题，两种趋向把CRM
推向最前线。“ 第一， 当全球竞争上生和产品的区分变的越
来越难，很多公司的观念从一个以产品为中心的世界，转变
为以客户为中心，”
第二，工业技术到达了一个成熟点，这个成熟点把客户的
信息从企业的各部门放入一个系统成为一个可能。D a v e n p o r t
说“ 至今为止，我们没有管理复杂客户信息的能力，是因为

complex information about customers, because information was stored
in 20 different systems," says Davenport. But as network and Internet
technology has matured, CRM software has found its place in the
world.
Why is CRM Necessary?
Several companies are turning to customer-relationship
management systems and strategies to gain a better understanding
of their customer's wants and needs. Used in association with data
warehousing, data mining, call centers and other intelligence-based
applications, CRM "allows companies to gather and access information
about customers' buying histories, preferences, complaints, and other
data so they can better anticipate what customers will want. The goal
is to instill greater customer loyalty."
l Other benefits include:
l Faster response to customer inquiries
l Increased efficiency through automation
l Deeper understanding of customers
l Increased marketing and selling opportunities
l Identifying the most profitable customers
l Receiving customer feedback that leads to new and improved
l products or services
l Obtaining information that can be shared with business
partners.
Market Leaders
AMR Research reports that the top vendors of CRM software
include Siebel Systems, Clarify, PeopleSoft, Oracle, as well as smaller,
but just as competitive CRM players, such as SalesLogix, Onyx
Software, Pivotal, E.piphany, Kana, and Silknet Software.
In the growing segment of CRM professional services, market
leaders include Accenture, Art Technology Group, Cambridge
Technology Partners, CSC, Deloitte Consulting, EDS, eLoyalty,
Cap Gemini Ernst & Young, IBM Global Services, KPMG Consulting,
and PricewaterhouseCoopers.
The Future of CRM
AMR Research expects the CRM market to grow to more than
$20 billion by 2004 ?making it as large as the ERP market. IDC
reports the CRM segment is expected to grow at a compound annual
growth rate of 29% through 2004. In addition, the demand for CRM
solutions among mid-market companies will result in a market uplift
for implementation services in the second half of 2001, continuing
through the year 2004. Key growth drivers will include a stronger
focus on CRM business processes and front-to-back office
integration.

息被存放在2 0 种不同的系统中。”但是当网络和I T 业逐渐成
熟，C R M 软件取得了自己在这个世界的位置。
为什么需要CRM？
一些公司正在转向客户关系管理系统和策划，以便更好地
理解客户的需求。与数据库、数据开发、呼叫中心和其它智能
应用相配合，C R M 允许公司去收集和使用关于客户的历史、选
择、意见和其它数据的信息，所以他们可以更好的预测到客户
未来的需求。目标是取得更多的客户信任。
其它利益包括：
l 更快地响应客户的问题；
l 通过自动化提高效率；
l 对客户更深的了解；
l 提高市场和销售的机率；
l 选出最有益的客户；
l 接受客户的反映可改进成品或服务， 并能促进新的产
品或服务；
l 获得可与商业伙伴共享的信息。
市场先驱
AMP 研究报告，顶尖CRM 软件提供商包括S i e b e l 系统、
Clarify、PeopleSoft ，Oracle，还有一些小型的、但有同样的竞
争力的企业。像Saleslogix、OnyxSoftware、Pivotal、E.Piphany、
Kana和Silknet Software。
在CRM 专业服务发展阶段中，市场先驱包括A c c e n t u r e 、
Art Technology Group, 、Cambridge Technology Partners 、
CSC、Deloitte Consulting、EDS 、eLoyalty、Cap Gemini Ernst
& Young、IBM Global Services 、KPMG Consulting 和
PricewaterhouseCoopers。
CRM的未来
AMR 研究所预测，CRM 市场到2004 年可发展到大于2 0 0
亿美元，使其与E R P 市场并驾齐驱。I D C 报告预期于2 0 0 4 年
C R M 市场可以以复和年度增长率2 9 % 的速度发展。此外，
C R M 解决方案在一些中游市场公司中的需求将导致在2 0 0 1
年下半年服务应用市场的上升，并将持续到2 0 0 4 年。关键的
发展驱动因素将更强的集中于C R M 商业过程和从前到后的
办公集成。