1、毕业论文（设计）外文翻译AFRAMEWORKFORUNDERSTANDINGCUSTOMERRELATIONSHIPMANAGEMENTSYSTEMSGRAEMESHANKSDEPARTMENTOFINFORMATIONSYSTEMS,THEUNIVERSITYOFMELBOURNE,AUSTRALIAILONAJAGIELSKACAULFIELDSCHOOLOFINFORMATIONTECHNOLOGY,MONASHUNIVERSITY,AUSTRALIAMALINIJAYAGANESHDEPARTMENTOFINFORMATIONSYSTEMS,THEUNIVERSITYOFMELBOUR
2、NE,AUSTRALIAABSTRACTTHISPAPERPRESENTSASTRUCTUREDFRAMEWORKFORUNDERSTANDINGTHEBENEFITSOFCRMSYSTEMSTHEFRAMEWORKISCOMPRISEDOFASETOFBENEFITSGROUPEDINTOCATEGORIESWITHEMPIRICALINDICATORSANDEXAMPLEMETRICSTHEFRAMEWORKPROVIDESRESEARCHERSWITHASYSTEMATICAPPROACHFOREXPLORINGCRMSYSTEMBENEFITSANDPROVIDESASOUNDBASE
3、FORFURTHEREMPIRICALRESEARCHITALSOPROVIDESPRACTITIONERSWITHAMEANSOFDEFININGOBJECTIVESFORCRMPROJECTSDURINGSPECIFICATIONOFTHEBUSINESSCASEANDFORCONDUCTINGPOSTIMPLEMENTATIONREVIEWSKEYWORDSCUSTOMERRELATIONSHIPMANAGEMENT,CRMSYSTEMBENEFITSIINTRODUCTIONCUSTOMERRELATIONSHIPMANAGEMENTCRMISCONCERNEDWITHTHEBUSIN
4、ESSPROCESSESANDENABLINGTECHNOLOGIESTHATFOCUSONMANAGINGANDIMPROVINGRELATIONSHIPSWITHCUSTOMERSINTHEAREASOFSALES,MARKETING,ANDCUSTOMERSUPPORTANDSERVICECRMSYSTEMSCONSISTOFOPERATIONALANDANALYTICALTECHNOLOGICALCOMPONENTSASWELLASRELATIONSHIPMARKETINGSTRATEGIESANDSUPPORTING,CUSTOMERCENTRICBUSINESSPROCESSESA
5、LTHOUGHCRMSYSTEMSWEREINITIALLYDESIGNEDTOHELPSOLVEOPERATIONALANDTACTICALPROBLEMS,THEYHAVESINCEEVOLVEDTOSUPPORTSTRATEGICINITIATIVESANDAREUSEDBYAVARIETYOFEMPLOYEES,FROMFRONTOFFICESTAFFTOSENIORMANAGERSASCOMPANIESMOVEINTOTHENEWCONSUMERDRIVENECONOMY,CUSTOMERSARETHEIRMOSTIMPORTANTASSETANDTHEIRSUCCESSINTHEG
6、LOBALIZEDECONOMYDEPENDSONEFFECTIVECUSTOMERRELATIONSHIPSCRMSYSTEMSAREPERCEIVEDASIMPORTANTSTRATEGICIMPERATIVES,WITHINVESTMENTFORECASTSPREDICTINGTHATGLOBALSPENDINGONTHESESYSTEMSISEXPECTEDTOINCREASEOVERTHECOMINGYEARSTHEWORLDWIDECRMAPPLICATIONSOFTWAREMARKETISSETFOR10PERCENTGROWTHFROM20072012DESPITETHEREC
7、ESSION,WITHTOTALREVENUEEXPECTEDTOREACH10BILLIONIN2009INAUSBASEDSURVEY,GOODHUEETALFOUNDTHAT91PERCENTOFORGANIZATIONSEITHERALREADYHADACRMSYSTEMINPLACEORWEREPLANNINGTOACQUIREONETHEIMPLEMENTATIONOFACRMSYSTEMIS,HOWEVER,FRAUGHTWITHRISKANDHIGHFAILURERATESHAVEBEENREPORTEDBOARDMANSUGGESTEDTHAT70PERCENTOFCRMPR
8、OJECTSAREFAILURES,ANDFOUNDTHATMORETHANHALFOFALLCOMPANIESINVESTINGINCRMCONSIDERITADISAPPOINTMENTTHEABSENCEOFACLEARANDCONSISTENTDEFINITIONOFWHATCONSTITUTESASUCCESSFULCRMSYSTEMIMPLEMENTATIONMAKESITDIFFICULTTOEVALUATEINDUSTRYEXPERIENCESONEAPPROACHTOOVERCOMETHISPROBLEMISTODETERMINETHESUCCESSORFAILUREOFCR
9、MSYSTEMIMPLEMENTATIONSINTERMSOFBENEFITSREALISATIONUNDERSTANDINGTHEBUSINESSBENEFITSISCONSIDEREDTOBEACRITICALSUCCESSFACTORFORSUCCESSFULCRMSYSTEMIMPLEMENTATION,WHILELOWAWARENESSOFBENEFITSISPERCEIVEDTOBEABARRIERTOSUCCESSFULIMPLEMENTATIONOFCRMSYSTEMSCRMSYSTEMBENEFITSARETYPICALLYPRESENTEDASUNSTRUCTUREDLIS
10、TSORFOCUSONTHEENABLINGDRIVERS,WHILEFREEMANANDSEDDONHAVEADAPTEDANENTERPRISESYSTEMSBENEFITSFRAMEWORKTOCRMSYSTEMSTHEFRAMEWORKPRESENTEDINTHISPAPERISDESIGNEDSPECIFICALLYFORCRMSYSTEMS,IDENTIFIESANDCATEGORIZESCRMBENEFITS,PROVIDESINDICATORSFOREACHBENEFIT,ANDDESCRIBESEXAMPLEMETRICSTHATCANBEUSEDFOREACHINDICAT
11、ORTHEBENEFITSFRAMEWORKPROVIDESRESEARCHERSWITHASYSTEMATICAPPROACHFOREXPLORINGCRMSYSTEMBENEFITSANDATOOLTHATCANBEUSEDINFURTHEREMPIRICALRESEARCHITWILLASSISTPRACTITIONERSINDETERMININGTHEFEASIBILITYOFCRMPROJECTS,ASCERTAININGWHICHBENEFITSHAVEBEENACHIEVEDINCRMPROJECTSDURINGPOSTIMPLEMENTATIONREVIEW,ANDESTABL
12、ISHINGBENCHMARKSFOREFFECTIVECRMSYSTEMIMPLEMENTATIONIICRMSYSTEMSBENEFITSANDEVALUATIONTHEREISALARGEBODYOFRESEARCHININFORMATIONSYSTEMSCONCERNINGBENEFITSREALIZATIONANDEVALUATIONEXPENDITUREONINFORMATIONSYSTEMSANDINFORMATIONTECHNOLOGYREPRESENTSASUBSTANTIALINVESTMENTFORMANYORGANIZATIONSTHATMANAGERSFINDINCR
13、EASINGLYDIFFICULTTOJUSTIFYEVALUATIONOFINFORMATIONSYSTEMSINVOLVESESTABLISHINGQUANTITATIVEANDQUALITATIVEMEANSTOASSESSTHEWORTHOFINFORMATIONSYSTEMSTOORGANIZATIONSINPRACTICE,LITTLEATTENTIONHASBEENPAIDTOFORMALEVALUATIONOFINFORMATIONTECHNOLOGYINVESTMENTSANDMANYFIRMSDONOTCONDUCTRIGOROUSEVALUATIONSOFTHEIRINF
14、ORMATIONSYSTEMSINVESTMENTSTHEVALUEOFINFORMATIONSYSTEMSINVESTMENTSISOFTENJUSTIFIEDBYFAITHALONE,ORBYUNDERSTANDINGCOSTSANDUSINGMAINLYNOTIONALFIGURESFORBENEFITSASSESSMENTASIGNIFICANTREASONFORTHISISTHATTHEREAREFEWRELIABLEMEASURESFORASSESSINGTHEIMPACTOFINFORMATIONSYSTEMSINFORMATIONSYSTEMSEVALUATIONISACOMP
15、LEXPROCESS,WHICHINCLUDESASPECTSOFEFFICIENCY,EFFECTIVENESS,ANDCOMPETITIVEADVANTAGEWITHINACOMPLEXSOCIALANDPOLITICALCONTEXTTHEREISALACKOFCONSENSUSONHOWSUCCESSANDFAILUREARECONSTITUTED,ANDDIFFERENTSOCIALGROUPSWILLHAVEDIFFERENTVIEWSOFSUCCESSANDFAILUREATDIFFERENTPOINTSINTIMETHERESULTSOFINFORMATIONSYSTEMSIM
16、PLEMENTATIONAREALSOEMERGENTRATHERTHANPLANNED,ANDAREOFTENREALIZEDSEVERALYEARSAFTERIMPLEMENTATIONBYTHEINTERACTIONOFTECHNOLOGY,PEOPLE,ANDINSTITUTIONALCONTEXTFURTHERMORE,THESUPERFICIALITYANDSIMPLICITYOFMUCHINFORMATIONSYSTEMSEVALUATIONLEADSTOLITTLEDIFFICULTIESINLEARNINGFROMFAILURESDESPITETHESEDIFFICULTIE
17、S,“MUCHGREATERCARESHOULDBETAKENINENSURINGTHATPLANNEDBENEFITSAREACTUALLYACHIEVED“LYYTENINNOTESTHATINFORMATIONSYSTEMSEVALUATIONSHOULDRECOGNIZEAWIDERANGEOFCONSEQUENCESANDFOCUSMAINLYONEFFECTIVENESSRATHERTHANSIMPLETECHNOLOGICALANDCOSTMEASURESINTHISPAPER,WEDONOTADDRESSTHEEVALUATIONOFINFORMATIONSYSTEMSORAT
18、TEMPTTODEFINESUCCESSWEFOCUSONDEVELOPINGAFRAMEWORKOFBENEFITSRELATINGTOEFFICIENCY,EFFECTIVENESS,ANDCOMPETITIVEADVANTAGETHATMAYBEUSEDWITHINANEVALUATIONPROCESSTHEIDENTIFICATIONANDMEASUREMENTOFBENEFITSISAKEYASPECTOFINFORMATIONSYSTEMSEVALUATIONBENEFITFRAMEWORKSSHOULDINCLUDEBOTHTANGIBLEANDINTANGIBLEBENEFIT
19、SANDCANBEUSEDINTHEDEVELOPMENTOFBUSINESSCASESANDFORPERFORMANCEMONITORINGHOWEVER,WHENASSESSINGINFORMATIONSYSTEMSINVESTMENTS,MANYORGANIZATIONSINCLUDEPARTIALANDINACCURATETREATMENTOFBENEFITS,ANDFOCUSONTANGIBLEBENEFITSDUETOTHEDIFFICULTYINDEALINGWITHINTANGIBLEBENEFITSITISDIFFICULTTOBUILDACOMPREHENSIVELISTO
20、FBENEFITSFORANINFORMATIONSYSTEMIMPLEMENTATIONBENEFITSSHOULD,HOWEVER,BEIDENTIFIEDASEARLYASPOSSIBLEINANINFORMATIONSYSTEMSIMPLEMENTATIONPROJECTANDTHEYSHOULDBECLOSELYRELATEDTOTHEFORMULATIONOFUSERREQUIREMENTSFURTHERMORE,POTENTIALBENEFITSEVOLVEASAPROJECTPROGRESSESNEWBENEFITSCANBEIDENTIFIED,ANDBENEFITSTHAT
21、WEREORIGINALLYIDENTIFIEDMAYNOLONGERBEVALIDTHEDEVELOPMENTOFAFRAMEWORKFORUNDERSTANDINGCRMSYSTEMBENEFITSWOULDBEOFGREATHELPINDEFININGBENEFITSTHATCANAPPLYWITHINSPECIFICPROJECTSTHEREAREMANYLISTSOFGENERALBENEFITSFORINFORMATIONSYSTEMSBROADLY,ANDFORENTERPRISEWIDEPACKAGEDSOFTWARESYSTEMSINPARTICULARWHILETHEREW
22、ILLBESOMEHIGHLEVELBENEFITSTHATARECOMMONTOTHESESYSTEMS,FORABENEFITSFRAMEWORKTOBEUSEFUL,DETAILEDINDICATORSFORTHEBENEFITSNEEDTOBEINCLUDEDFORACRMBENEFITSFRAMEWORKMANYOFTHEBENEFITS,ANDALMOSTALLOFTHEINDICATORS,WILLNEEDTOBESPECIFICALLYFOCUSEDONCRMSYSTEMSTHEREFORE,INTHISPAPERWEDEVELOPAFRAMEWORKSPECIFICALLYF
23、OCUSEDONCRMSYSTEMBENEFITS,INCLUDINGBOTHTANGIBLEANDINTANGIBLEBENEFITSANDDETAILEDINDICATORSFOREACHBENEFITIIITHECRMBENEFITSFRAMEWORKTHECRMBENEFITSFRAMEWORKDESCRIBESANDCATEGORIZESCRMBENEFITSFOROPERATIONAL,TACTICAL,ANDSTRATEGICLEVELSOFMANAGEMENTBENEFITSFOROPERATIONALLEVELOFMANAGEMENT1IMPROVEDCUSTOMERDATA
24、MANAGEMENT2IMPROVEDPROCESSMANAGEMENT3IMPROVEDCUSTOMERSERVICE4EMPOWERMENTOFSTAFF5IMPROVEDPRODUCTIVITY6ENABLESREALTIMERESPONSIVENESSTOTRENDSBENEFITSFORTACTICALLEVELOFMANAGEMENT1FACILITATESMARKETSEGMENTATION2FACILITATESKEYACCOUNTMANAGEMENT3IMPROVEDCHANNELMANAGEMENT4IMPROVEDANALYSIS,REPORTINGANDFORECAST
25、INGBENEFITSFORSTRATEGICLEVELOFMANAGEMENT1IMPROVEDCUSTOMERSATISFACTION2IMPROVEDBUSINESSPERFORMANCE3IMPROVEDVALUEADDEDPARTNERSHIPS4IMPROVEDINNOVATIVEUSEOFCRMSYSTEMSBENEFITSFORTHEOPERATIONALLEVELOFMANAGEMENTTHESEBENEFITSPERTAINTODAYTODAYOPERATIONSOFTHEBUSINESSSEVERALOFTHESEBENEFITSMAYTRIGGERRELATEDBENE
26、FITSATTHESAMEORHIGHERLEVELSOFMANAGEMENTASDISCUSSEDBELOW1IMPROVEDCUSTOMERDATAMANAGEMENTTOBEEFFECTIVE,CRMSYSTEMSREQUIREINTEGRATEDANDHIGHQUALITYCUSTOMERDATACUSTOMERDATAISOFTENRECORDEDWITHINDIFFERENTFUNCTIONALAREASWITHINCOMPANIESANDONDIFFERENTMEDIAINORDERTOMANAGECUSTOMERRELATIONSHIPS,ORGANIZATIONSNEEDAW
27、HOLEOFCUSTOMERVIEWTOMANAGEINDIVIDUALCUSTOMERRELATIONSHIPSCRMSYSTEMSSEEKTOINTEGRATECUSTOMERDATAANDPROVIDETHEMEANSTOIMPROVECUSTOMERDATAQUALITYONEEXPERTPOINTEDOUTTHAT,IMPROVEDCUSTOMERDATACANBEREGARDEDASANENABLEROFCRMSYSTEMBENEFITSRATHERTHANABENEFITITSELFSINCEVIRTUALLYEVERYOTHERBENEFITIDENTIFIEDINTHEFRA
28、MEWORKISINSOMEWAYDEPENDENTONHIGHQUALITY,INTEGRATEDDATAINDICATORSFORIMPROVEDCUSTOMERDATAMANAGEMENTAREIMPROVEDACCURACYOFCUSTOMERINFORMATIONIMPROVEDCOMPLETENESSOFCUSTOMERINFORMATIONDECREASEINTHENUMBEROFDUPLICATERECORDSREDUCTIONINTIMETAKENTOACCESSCOMPLETECUSTOMERINFORMATIONINCREASEINTIMELINESSOFINFORMAT
29、IONIMPROVEDCUSTOMERDATAHISTORY2IMPROVEDPROCESSMANAGEMENTFORSUCCESSFULIMPLEMENTATIONOFCRMSYSTEMS,THEALIGNMENTOFINFORMATIONTECHNOLOGYANDBUSINESSPROCESSESISESSENTIALCUSTOMERRELATEDBUSINESSPROCESSESNEEDTOBEDESIGNEDANDMANAGEDTOENSURETHATTHISALIGNMENTOCCURSONEEXPERTFELTSTRONGLYTHATPROCESSMANAGEMENTISASIMP
30、ORTANTASCUSTOMERDATAMANAGEMENT,ANDTHEFAILURETORECOGNIZETHISISONEOFTHEKEYREASONSWHYCRMSYSTEMSMIGHTFAILINDICATORSFORIMPROVEDPROCESSMANAGEMENTAREREDUCTIONINTHENUMBEROFREDUNDANTPROCESSESINCREASEINEFFICIENCYATDIFFERENTSTAGESOFMANAGINGTHECUSTOMERINCREASEINEFFICIENCYINASSIGNMENTOFTASKS3IMPROVEDCUSTOMERSERV
31、ICEBYALIGNINGPEOPLE,TECHNOLOGY,ANDPROCESSESTOGETHER,CRMSYSTEMSASSISTORGANIZATIONSINPROVIDINGCONSISTENTANDPERSONALIZEDCUSTOMERSERVICETHELEVELOFSERVICEHASADIRECTIMPACTONCUSTOMERSATISFACTIONANDTHEGENERATIONOFREPEATBUSINESSINDICATORSFORIMPROVEDCUSTOMERSERVICEAREINCREASEDNUMBEROFRESOLUTIONSATFIRSTPOINTOF
32、CONTACTREDUCEDHANDLINGTIMEFORENQUIRIESINCREASEDACCESSTOHIGHQUALITYINFORMATIONATTHEPOINTOFCUSTOMERCONTACT4EMPOWERMENTOFSTAFFBYGIVINGEMPLOYEESACCESSTOMORECUSTOMERDATA,CRMSYSTEMSPROVIDETHEMMOREAUTONOMYINTHEIRTASKSTOSHAPEPROCEDURESTOTHEREQUIREMENTSOFSPECIFICCUSTOMERSSALESFORCEAUTOMATIONSYSTEMSANDRELATED
33、PRODUCTSEMPOWEREMPLOYEESWITHRELEVANTINFORMATIONTHATASSISTSINCONTACTANDLEADMANAGEMENT,CONFIGURATIONSUPPORTANDKNOWLEDGEMANAGEMENTASONEEXPERTPOINTEDOUT,THEINCLUSIONOFEMPOWERMENTOFSTAFFINTHECRMBENEFITSFRAMEWORKISINKEEPINGWITHTHERECOMMENDATIONSOFIBMSCRMDONERIGHTSTUDYWHICHSUGGESTSACRUCIALLINKBETWEENALIGNM
34、ENTOFCRMSYSTEMSWITHEMPLOYEEGOALSANDTHEOUTCOMEOFTHESYSTEMIMPLEMENTATIONOTHEREXPERTSAGREEDTHATEMPOWERMENTOFSTAFFISANESSENTIALBENEFITOFCRMSYSTEMSANDONEOFTHEMREPORTEDTHAT,INHISEXPERIENCE,6070PERCENTOFTHEEFFORTINCRMISDIRECTEDTOWARDSTHETHREEINDICATORSSUGGESTEDFORTHISBENEFITINDICATORSFORIMPROVEDEMPOWERMENT
35、OFSTAFFAREINCREASEDCONVERSIONRATEOFPROSPECTSINCREASEDSTAFFSATISFACTIONLEVELREDUCTIONINADMINISTRATIONOFSALESSTAFF5IMPROVEDPRODUCTIVITYWHILEPROSPECTIVEUSERSOFCRMINDICATETHATGROWTHINREVENUEISTHEBIGGESTEXPECTEDBENEFIT,EXISTINGUSERSREPORTTHATTHEBIGGESTBENEFITSHAVEBEENOBSERVEDINTHEAREAOFPRODUCTIVITYIMPROV
36、EMENTSTHISISPARTICULARLYSIGNIFICANTDURINGECONOMICDOWNTURNWHENPRODUCTIVITYGAINSTRANSLATEINTOINCREASEDPROFITMARGINSTHROUGHCOSTSAVINGSINDICATORSFORIMPROVEDPRODUCTIVITYAREREDUCTIONINLOSTOPPORTUNITYCOSTSREDUCTIONINCOSTSFORLEADGENERATION,MARKETING,CUSTOMERSERVICEANDSALESINCREASEINTHENUMBEROFCUSTOMERSHANDL
37、EDPERSALESREPRESENTATIVE6ENABLINGOFREALTIMERESPONSIVENESSTOTRENDSCRMSYSTEMSENHANCERELATIONSHIPSWITHCUSTOMERSBYFACILITATINGIMMEDIATERESPONSETOTHEIRNEEDSANDFOSTERCONTINUOUSLEARNINGANDIMPROVEMENTHOWEVER,WHILETHEEXPERTSAGREEDTHATCRMSYSTEMSENABLEINCREASEDRESPONSIVENESS,THEYWEREUNANIMOUSINTHEIROPINIONTHAT
38、THECONCEPTOFREALTIMERESPONSIVENESSISONLYREQUIREDONLYUNDERSELECTCIRCUMSTANCESSUCHASFRAUDDETECTIONTHEYSUGGESTEDTHATMOSTBUSINESSCIRCUMSTANCESDONOTREQUIREDATAPROCESSINGINREALTIMEANDTHATTHEEMPHASISSHOULDBEONRIGHTTIMERESPONSIVENESS,WHICHISDETERMINEDBYTHEVOLUMEANDFREQUENCYOFTRANSACTIONSANDCONTACTTHISCOULDR
39、ANGEFROMONEDAYTOSIXMONTHSANDITISIMPORTANTTODETERMINETHERIGHTINTERVALSONEOFTHEEXPERTSADDEDTHATWINBACKCAMPAIGNSARETHEMOSTTIMESENSITIVEOFALLMARKETINGACTIVITYANDDETERMINATIONOFTHERIGHTTIMETOATTEMPTAWINBACKFROMACUSTOMERWHOHASDEFECTEDISVERYIMPORTANTANDTHISISONEOFTHEDETERMINANTSOFTHERIGHTINTERVALFORRESPONS
40、IVENESSINDICATORSFORENABLINGOFREALTIMERESPONSIVENESSTOTRENDSAREINCREASEINNUMBEROFCROSSSALESINCREASEINNUMBEROFUPSALESEARLIERDETECTIONOFTRENDSINCREASEDNUMBEROFEFFECTIVECAMPAIGNSBENEFITSFORTHETACTICALLEVELOFMANAGEMENTTHESEBENEFITSRELATETOTHEMIDDLELEVELOFMANAGEMENTWHICHISCONCERNEDWITHMEDIUMTERMPLANNINGA
41、NDTHEDEVELOPMENTOFTACTICALSTRATEGIESSUCHASSPECIFICMARKETINGCAMPAIGNS1IMPROVEDFACILITATIONOFMARKETSEGMENTATIONTRADITIONALUNSEGMENTEDMARKETINGINVOLVESMASSPRODUCTION,DISTRIBUTION,ANDPROMOTIONOFTHESAMEPRODUCTTOALLCUSTOMERSANDFOCUSESONWHATISCOMMONINTHENEEDSOFTHECONSUMERSRATHERTHANONWHATISDIFFERENTONTHEOT
42、HERHAND,RELATIONSHIPMARKETINGISBASEDONTHEPRINCIPLETHATNOTALLCUSTOMERSWANTTHESAMEPRODUCTANDTHATINDIVIDUALSMAYPURCHASETHESAMEPRODUCTFORDIFFERENTREASONSCRMANALYTICSENABLESPROFILINGOFCUSTOMERSFROMAHETEROGENEOUSMARKETTOAPPROPRIATELEVELSOFAGGREGATIONTOOBTAINSMALLER,MOREHOMOGENOUSGROUPSMARKETSCANBESEGMENTE
43、DONTHEBASISOFPHYSICALATTRIBUTESORBEHAVIOURALPATTERNSTHEFORMERINCLUDESGEOGRAPHICVARIABLES,DEMOGRAPHICVARIABLES,ANDSOCIOECONOMICCHARACTERISTICSWHILETHELATTERINCLUDESLIFESTYLES/PSYCHOGRAPHICS,PRODUCTUSAGE,ANDBENEFITSSOUGHTMARKETINGSTRATEGIESCANTHENBEADJUSTEDACCORDINGLYINDICATORSFORIMPROVEDFACILITATIONO
44、FMARKETSEGMENTATIONAREINCREASEINCAMPAIGNRESPONSERATESINCREASEINIDENTIFICATIONANDUTILIZATIONOFBUSINESSOPPORTUNITIESINCREASEINTARGETMARKETINGDRIVENREVENUEINCREASEINPROFITABILITYOFMARKETSEGMENTSINCREASEINNUMBEROFTARGETMARKETINGINITIATIVES2FACILITATIONOFKEYACCOUNTMANAGEMENTCRMSYSTEMSENABLEBETTERMANAGEME
45、NTOFKEYACCOUNTCUSTOMERSNOTALLCUSTOMERSAREEQUALLYPROFITABLEFORORGANIZATIONSINMOSTINDUSTRIESANDMARKETSASMALLPORTIONOFTHECUSTOMERBASEPROVIDESASIGNIFICANTLYHIGHERPORTIONOFREVENUETHESEARETHEKEYCUSTOMERSINDICATORSFORFACILITATIONOFKEYACCOUNTMANAGEMENTAREINCREASEINAVERAGECUSTOMERLIFETIMEVALUEINCREASEINNUMBE
46、ROFCUSTOMERSWITHHIGHLIFETIMEVALUEREDUCTIONINNUMBEROFCUSTOMERSWITHCREDITRISK3IMPROVEDCHANNELMANAGEMENTCRMSYSTEMSASSISTINOPTIMIZINGCHANNELMANAGEMENTONEASPECTOFTHISISASCERTAININGCUSTOMERCHANNELPREFERENCESTHEOTHERASPECTISTHATITALLOWSORGANIZATIONSTOINCREASEPROFITABILITYBYENSURINGTHATTHEMOSTEFFECTIVECHANN
47、ELISUSEDFORSPECIFICPRODUCTSANDCUSTOMERSCONFLICTSOFINTERESTBETWEENCUSTOMERSANDTHEORGANIZATION,INTERMSOFCHANNELPREFERENCES,AREMADEVISIBLEANDTHEORGANIZATIONISINABETTERPOSITIONTORESOLVETHESEISSUESSATISFACTORILYINDICATORSFORIMPROVEDCHANNELMANAGEMENTAREINCREASEINNUMBEROFTRANSACTIONSTHROUGHCOSTEFFECTIVECHA
48、NNELSINCREASEINTHENUMBEROFCUSTOMERSELFSERVICEACTIVITIESREDUCTIONINTHEUSAGEOFCOSTINEFFECTIVECHANNELSREDUCTIONINCHANNELCOSTPERSALE4IMPROVEDANALYSIS,REPORTINGANDFORECASTINGORGANIZATIONSCANIMPROVEANALYSISANDPRODUCEMOREACCURATEFORECASTSUSINGHIGHQUALITY,INTEGRATEDCUSTOMERDATAFROMCRMSYSTEMSCRMSYSTEMSAREUSU
49、ALLYEQUIPPEDWITHTHEABILITYTOGENERATEPREDEFINEDANDADHOCREPORTSWHICHCANBEEFFECTIVELYUSEDTOSUPPORTFUNCTIONSSUCHASFORECASTINGANDRESOURCEMANAGEMENTTHEYTHEREFOREENABLEFASTERANDIMPROVEDDECISIONMAKINGINDICATORSFORIMPROVEDANALYSIS,REPORTING,ANDFORECASTINGAREIMPROVEMENTINMONITORINGOFKPISIMPROVEMENTINREPORTINGATCUSTOMERRATHERTHANACCOUNTLEVELINCREASEINTHENUMBEROFRELEVANTREPORTSAVAILABLEBENEFITSFORTHESTRATEGICLEVELOFMANAGEMENTTHESEBENEFITSRELATETOTHETOPLEVELSOFMANAGEMENTANDARECONCERNEDWITHTHELONGTERMVISIONANDGOALSOFTHEORGANIZATION1IMPROVEDCUSTOMERSATISFACTIONCUSTOMERSA
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