1、1外文翻译原文HOWPERSONALSHOULDCUSTOMERRELATIONSHIPMANAGEMENTGETMATERIALSOURCEBTTECHNOLOGYJOURNALVOL21NO1JANUARY2003AUTHORNJMILLARDCUSTOMERRELATIONSHIPMANAGEMENTCRMISBUILTUPONTHEFOUNDATIONOFASINGLEDEFINITIVEVIEWOFCUSTOMERSWHICHSPANSFUNCTIONS,CHANNELS,PRODUCTSANDCUSTOMERTYPESANDDRIVESEVERYCUSTOMERINTERACTIO
2、NCRMPURPORTSTORECREATETHETRADITIONALCORNERSHOPEXPERIENCETOMILLIONSOFCLIENTSCRMSLIFEBLOODISTHEABILITYTODEPLOYKNOWLEDGEATTHERIGHTTIME,INTHERIGHTFORMATTOTHERIGHTPERSONTECHNOLOGYISATTHEHEARTOFTHISBUTTECHNOLOGYALONEISANENABLEROFCRMNOTAGUARANTEEOFAGOODCUSTOMEREXPERIENCEFLUSSETALDEFINETHEROLEOFCRMASCAPTURI
3、NGCUSTOMERDATAACROSSTHEENTERPRISE,CONSOLIDATINGALLINTERNALLYANDEXTERNALLYACQUIREDCUSTOMERRELATEDDATAINACENTRALDATABASE,ANALYSINGTHECONSOLIDATEDDATA,DISTRIBUTINGTHERESULTSOFTHATANALYSISTOVARIOUSCUSTOMERTOUCHPOINTS,USINGTHISINFORMATIONWHENDEALINGWITHCUSTOMERSVIAANYTOUCHPOINTEGCALLCENTRE,FACETOFACE,INT
4、ERNETCRMSHOULDENABLECOMPANIESTODELIVERASUPERIORLEVELOFSERVICEUNLESSTHISCUSTOMERKNOWLEDGECANBETRANSLATEDINTOASIMPLE,PERSONALISEDANDEASILYDIGESTIBLEFORMAT,WHEREVERANDWHENEVERITISNEEDED,ADIFFERENTIATEDSERVICEISUNLIKELYTOBEOFFERED1HOWPERSONALSHOULDCRMGETINANINCREASINGLYCOMMODITISEDMARKET,COMPANIESARELOO
5、KINGTODIFFERENTIATETHROUGHTHEIRSERVICESURROUNDDELIVERINGATAILOREDSERVICEISANATTRACTIVESOLUTIONTOTHISPROBLEMBECAUSETHERESULTINGRELATIONSHIPIMPLIESINCREASEDCUSTOMERLOYALTYAND,THEREFORE,INCREASEDSHAREOFWALLETHOWEVER,THISCOMESFROMACOMPANYSDESIRETORETAINANDACQUIRECUSTOMERS2FROMACUSTOMERPERSPECTIVE,THINGS
6、AREALITTLEDIFFERENTAMCKINSEYSURVEYOFCONSUMERATTITUDESTOCRMREVEALEDTHATCUSTOMERSDONOTWANTRELATIONSHIPS,THEYJUSTWANTDECENTSERVICEUNLESSCUSTOMERSSEEABENEFITINBUILDINGTHERELATIONSHIP,THEYTENDTOWANTTODISCLOSEASLITTLEASPOSSIBLEABOUTTHEMSELVESFISKHASCLAIMEDTHATTODAYSBLINDRUSHTOBUILDRELATIONSHIPSWITHCUSTOME
7、RSISBOTHUNNECESSARYANDUNSUSTAINABLEITISNOTWHATCUSTOMERSWANTANDISOFTENBADFORBUSINESSITISUSUALLYMOTIVATEDBYTHEDESIREFORSHORTTERMREVENUESORINTERNALEFFICIENCIES,BUTINSTEADENCOURAGESCOMMODITISATIONANDPROMISCUITYWHATCUSTOMERSLOOKFORINACOMPANYINTERMSOFCUSTOMERSERVICEHASBEENTHETOPICOFMUCHRESEARCH,BUTITBOILS
8、DOWNTOANUMBEROFBASICTENETSREMEMBERWHOIAMWHEREVERANDWHENEVERICONTACTYOU,DONTWASTEMYTIME,TREATMEFAIRLYANDHONESTLY,HELPMEACHIEVEMYGOALS,BEFLEXIBLETOMYNEEDS,KEEPTHINGSSIMPLE,MAKEITEASYFORMETODOBUSINESSWITHYOU,MAKEINFORMATIONACCESSIBLETOME,GIVEMEVALUEFORMYMONEY,MAKEMEFEELSECUREINTRANSACTINGBUSINESSWITHYO
9、UCLIVESUGGESTSTHATCORPORATIONSHAVETRAINEDCUSTOMERSTOBEFICKLECUSTOMERSREACTBADLYWHENCOMPANIESABUSECUSTOMERINFORMATIONSURVEYSCONSISTENTLYSHOWTHATCONSUMERSBELIEVETHATLOYALTYSHOULDBEREWARDEDWITHLOWERPRICESHOWEVER,PRACTICALIMPLEMENTATIONSOFTHEUSEOFLOYALTYINFORMATIONTODIFFERENTIATEPRICINGHAVEPROVENEXTREME
10、LYUNPOPULAR2THEPRACTICEOFPERSONALISATIONANDWHATITMEANSTOCUSTOMERSONEOFTHEKEYTHINGSINPERSONALISATIONISTOFINDOUTWHATPERSONALINFORMATIONTHECUSTOMERWANTSACOMPANYTOREMEMBERTHENTHECOMPANYMUSTSEEKTHECUSTOMERSPERMISSIONTOUSETHISINFORMATIONPERSONALISATIONISNOTJUSTACCUMULATINGDATAONINDIVIDUALSBUTACTINGUPONITT
11、HETHREESTEPSTOPERSONALISATIONAREINTERACTTALKTOCUSTOMERS,ESTABLISHADIALOGUE,UNDERSTANDTHEIRNEEDS,INVENTUSETHEDATADIFFERENTLY,PERSONALISEDOTHINGSUNIQUELYINVENTIONISTHEKEYTODIFFERENTIATIONOFSERVICEBESTPRACTICECOMPANIESDOANUMBEROFTHINGSWITHPERSONALISEDCRMTHATOTHERCOMPANIESSIMPLYDONOTTHEY3DONOTSIMPLYACTA
12、SABLACKHOLESUCKINGINDATAANDPRODUCINGNOTHINGBACKASCLIVESAYSTOTRULYKNOWYOURCUSTOMERTHEREISONEMAGICINGREDIENTYOUNEEDTOADDTOYOURCRMDATAITSIMAGINATIONINDIVIDUALLYTAILORINGPRODUCTSANDSERVICESTOSUITCUSTOMERSREQUIRESSOMESMARTTHINKINGTHREEELEMENTSNEEDTOBEPERSONALISEDWHENINTERACTINGWITHCUSTOMERSCONTENTWHATTHE
13、CUSTOMERRECEIVES,CONTEXTHOWTHECUSTOMERRECEIVESIT,CONTACTTHEWAYINWHICHTHEYAREHANDLEDRESEARCHHASSHOWNTHATNEWERCUSTOMERSOFTENACTASBETTERADVOCATESFORTHECOMPANYTHANMORELOYALONESTHISCALLSINTOQUESTIONTHEECONOMICSOFLOYALTYCARDSCHEMESALOYALTYSCHEMETHATGIVESA1DISCOUNTONGROSSMARGINSOF20REQUIRESA5INCREASEINSALE
14、SINORDERTOMAKEAPROFITTHISHASCAUSEDANUMBEROFHIGHPROFILECOMPANIES,NOTABLYSAFEWAY,TOWITHDRAWFROMTHEMALTOGETHERWHENDEVELOPINGPERSONALISATIONSTRATEGIES,COMPANIESMUSTCONSIDERHOWBESTTOMANAGETHEVALUEOFTHECUSTOMEROVERTIMECOMPANIESWHOHAVEHARNESSEDAPERSONALISEDCRMSTRATEGY,SUCHASAMAZON,TESCO,HAVEALLLARGELYFOCUS
15、EDONTHEMOSTCOSTEFFECTIVECHANNELTHATTHEYHAVETODELIVERTHISTHEIRAPPROACHESAREVERYDIFFERENTBUTTHEYAREALLUSINGTHEIRCUSTOMERDATAINDIFFERENTWAYSTOTAILORTHEIRCUSTOMERINTERACTION3FUTUREDIRECTIONSFORPERSONALISEDCRMLOOKINGTOTHEFUTURE,THEREAREANUMBEROFTRENDSTHATARETHEFOCUSFORSTRATEGICANDTECHNOLOGICALDEVELOPMENT
16、,OFWHICHFOURAREDISCUSSEDHERE（1）UNDERSTANDINGCUSTOMERVALUEANDTHEECONOMICSOFSTRATEGICCRMINVESTMENTTHEECONOMICSOFPERSONALISEDCRMSTRATEGIESAREINCREASINGLYUNDERSCRUTINYASCOMPANIESSTRUGGLEWITHUNDERSTANDINGTHEVALUEOFTHEIRCUSTOMERSANDTHERETURNONINVESTMENTTHATTHEYGETFROMDIFFERENTAPPROACHESTOSERVINGTHEIRCUSTO
17、MERSSUPPLYINGAHIGHLYPERSONALISEDANDEXPENSIVECHANNELTOACUSTOMERWHOSPENDSVERYLITTLEONYOURSERVICESISNOTBENEFICIALTOANYCOMPANYSBOTTOMLINEINTERMSOFTHEECONOMICSOFDELIVERY,THEINTERNETISLIKELYTOBECOMETHEFOCUSOFTHESEDEVELOPMENTS,SINCEITISTHEMOSTEASILYPERSONALISEDATTHELOWESTCOST（2）BUILDINGMORESOPHISTICATEDBUS
18、INESSINTELLIGENCETOOLSTOANALYSEANDUTILISECUSTOMERDATABUSINESSINTELLIGENCEANDTHEDEVELOPMENTOFEVERMORESOPHISTICATEDTECHNIQUESOFDATAMININGPROVIDESIGNIFICANTWAYSFORWARDINTERMSOF4ALLOWINGCOMPANIESTOUSECUSTOMERDATATODELIVERDIFFERENTIATEDEXPERIENCEWITHTHEDATAPROTECTIONACTPREVENTINGDETAILEDMANIPULATIONOFIND
19、IVIDUALSDATA,MOREREFINEDPATTERNRECOGNITION,USINGSTATISTICALMODELLINGANDFUZZYLOGICWITHOUTTHENEEDTOSTOREINDIVIDUALINFORMATION,ISONEPROMISINGRESEARCHFOCUSTHESETECHNIQUESCANCALCULATETHEPROBABILITYTHATSOMEFUTUREEVENTWILLHAPPENBASEDUPONSTATISTICALPATTERNSINOBSERVEDCONSUMERBROWSINGBEHAVIOURTHISCANTRANSLATE
20、INTOPROVIDINGAPERSONALISEDUSEREXPERIENCEWHICHCOULDPOTENTIALLYALLOWINTERNETPAGESTODYNAMICALLYBUILDTHEMSELVESACCORDINGTOWHETHERTHECUSTOMERHASTRANSACTEDBUSINESSONTHESITEBEFOREANDALSOTOTHEIRPOTENTIALTOPURCHASE（3）REDUCINGINFORMATIONSATURATIONFORBOTHCUSTOMERSANDCUSTOMERSERVICEPEOPLEKNOWLEDGEMANAGEMENTTOOL
21、SWITHINTHECALLCENTREMUSTBEABLETOSUPPLYCUSTOMERINFORMATIONINATIMELYANDMEANINGFULWAYSOTHATCUSTOMERSERVICEADVISORSCANALSOUSECUSTOMERINFORMATIONTOSERVEBYPROVIDINGAPERSONALISEDWAYFORTHESERVICEADVISORSTOACCESSINFORMATION,TRANSACTIONSWITHCUSTOMERSCANBEBOTHMOREACCURATEANDMOREEFFECTIVEBYDESIGNINGSCREENSTOCOP
22、EWITHTHELIMITATIONSOFTHEHUMANBRAINTHROUGHEFFECTIVEANDINTUITIVEUSERINTERFACEDESIGN,ADVISORSCANBEEQUIPPEDWITHTOOLSTODELIVERAPERSONALIZEDCUSTOMEREXPERIENCEMOREEFFECTIVELYANDEFFICIENTLY（4）UNDERSTANDINGCUSTOMERSNEEDSFORPERSONALISATIONCRMSTRATEGIESMUSTTREADINTERMSOFPRIVACYANDCUSTOMERTRUSTCOMPANIESMUSTUNDE
23、RSTANDANDABIDEWITHINTHEACCEPTABLEPERSONALDISTANCERULESTHATACUSTOMERSETSIFTHEYOVERSTEPTHEBOUNDARY,THEIRREPUTATIONISONTHELINETESCOSSTRATEGYOFCREATINGCUSTOMERPULLRATHERTHANMARKETINGPUSHALLOWSCOMPANIESTOLEARN,ANDADAPTTO,CUSTOMERNEEDBASEDUPONACTUALBEHAVIOURCAPITALONESAPPROACHALLOWSTHEMTOEXPERIMENTWITHCUS
24、TOMERDATAANDMODELCUSTOMERRESPONSESINABENIGNENVIRONMENTBEFORETHEYRISKASTRATEGYINTHEMARKETUSINGDATATOBETTERUNDERSTANDCUSTOMERNEED,RATHERTHANSIMPLYTRYINGTOSELLTHEMSOMETHING,CREATESAFARGREATERMUTUALBENEFITAND,ULTIMATELY,ABETTERCUSTOMEREXPERIENCE4CONCLUSIONSULTIMATELY,THEFUTUREOFPERSONALISEDCRMISDEPENDEN
25、TONNONINTRUSIVE,MUTUALLYBENEFICIALANDCOSTEFFECTIVESTRATEGIESDELIVEREDTHROUGHAPPROPRIATECUSTOMERTOUCHPOINTSTHISREQUIRESRECOGNITIONTHATCRMISMORETHANJUSTDEPLOYMENTOFTECHNOLOGYITISAFUSIONOFSTRATEGY,PROCESSANDTECHNOLOGY5COMPANIESNEEDTOCONSIDERWHATCUSTOMERSWANTFROMTHEMANDWHETHERTHEPERSONALISEDSOLUTIONTHAT
26、ISBEINGPROPOSEDREAPSFINANCIALBENEFITS译文标题个人应如何获得客户关系管理资料来源BTTECHNOLOGYJOURNALVOL21NO1JANUARY2003作者NJMILLARD客户关系管理（CRM）是建立在单一明确的顾客信息基础之上，其包括客户职能、渠道、产品和类型，并且促使每个客户的互动。CRM将传统小商店的经验再现给数以万计的客户，其命脉就是在合适时间以合适方式把信息传达给合适的人。技术是CRM的核心，其本身只是一个推动者，而不是一个良好客户体验的保证。FLUSS等人定义CRM作用为获取整个企业的客户数据；在一个中央数据库中整合所有内部和外部获得的相关
27、客户资料；分析综合数据，并散布分析结果到各种客户接触点；通过使用此信息，方便处理客户接触点（如呼叫中心，面对面，互联网）。客户关系管理能够为公司提供高水准的服务。除非客户信息可以转化为一个简单、个性化、易消化的格式，否则无论何时何地它是不可能被差异化服务是提供的。1个人如何获得CRM在一个日益商品化市场，公司正寻求通过服务扩大周区影响。为客户提供量身定做的服务是解决这个问题的有效方式。由此可以提高客户忠诚度，增加销售业绩，这是每个公司保留和获取客户的愿望。从顾客角度，其是存在差异的。麦肯锡调查客户对CRM态度显示，客户不想要建立关系，只希望享受周到的服务。他们希望尽可能少透露自己的相关信息，除
28、非在建立CRM关系的基础上看到了利益。菲斯克声称，企业急于建立客户关系是不必要、不可持续的，且不是客户需要的，对企业自身十分不利。这种为了获得短期收益的方式，反而促进可商品化混乱。客户需要怎样的服务一直是许多公司研究的课题，但它归结为以下基本原则记得无论我是谁无论何时何地我都会跟你联系；不要浪费我的时间；6公平及坦诚的对待我；帮助我实现目标；根据我的需要灵活应变；让事情简单化；让我与你做生意更便利；提供给我合适的信息；使我的资金价值化；让我觉得与你做生意的交易安全。2个性化的实践和其对客户意味着什么个性化实践的关键之一是公司需要找出客户希望公司记住他的哪些个人信息，然后通过征求客户的同意使用这
29、些信息。个性化不仅仅是个人数据的积累，更应将它付诸行动。其分为以下三个步骤是互动通过与客户互动建立客户关系，了解他们的需求；发现利用数据，发现客户不同点；个性提供个性化服务。创造力的关键是差异化的服务，最佳实践个性化的公司通过个性的CRM做了许多事情，它不是作为一个不求回报的黑洞吞噬数据。正如克里夫所说作为真正的了解你的客户有一个魔法成分你需要添加到你想象的客户关系管理的数据中，以满足客户需求的个别产品和服务。当与客户进行个性化互动时需要以下三要素内容（客户接待）；环境（客户怎样接收到它）；接触（它们被处理的方式）。研究表明，对公司而言新客户比旧客户更加忠诚，这质疑了经济学的忠诚卡计划。一个忠
30、诚的方案，企业给出1的折扣,毛利率20,需要增加5的销售业绩以赚取利润，这引起了一些高水平的公司撤销方案。所以企业制定个性化的策略时，必须考虑如何长期处好客户价值。拥有个性化CRM战略的公司，如亚马逊、乐购，都主要集中在最经济有效的渠道使他们有机会实现这个目标。其方法存在很大差异，但他们都在使用不同途径的客户数据制定出相应的客户关系。3个性化客户关系管理的未来方向展望未来，企业关注的焦点是战略和技术发展，其中在这里讨论四个重点。（1）了解客户价值和客户关系管理的战略投资的经济学个性化客户关系管理策略正日益成为企业审查和了解客户价值和投资回报的重要依据，他们从不同的角度去审视并服务于客户。任何公
31、司的底线是在为7客户提供高度个性化和昂贵的渠道时，哪种方式的服务成本最低。在交货条款的经济学原理，互联网有可能成为发展的焦点，因为它是最容易以最低成本提供个人化服务。（2）建立更复杂的业务智能工具来分析和利用客户数商业智能和越来越复杂数据挖掘技术的发展为企业在使用客户数据时以提供差异化经验。随着数据保护法案出现，企业不需要使用存储个人资料的统计模型和模糊逻辑，而是用更细致的客户识别模式。此技术可以在观察的基础上，计算出未来客户的浏览概率。（3）降低客户和客户服务人员的信息饱和度随着数据分析复杂化，在为客户提供个性化服务时，对客户而言存在一种危险，即在复杂程度的客户界面产生负面影响，所以企业必须
32、注意设计，同时提供可用信息给客户和一线员工。亚马逊的网站设计证明简单是最好的。知识管理工具在呼叫中心必须能够为客户服务人员提供及时、有意义的客户信息获取方式，使其也可以使用客户信息。通过为客户服务人员提供个性化的途径获取客户信息的途径，可以使交易更精确、更有效。为解决人类大脑的局限性，客户服务人员通过有效、直观的用户界面设计屏幕，配备具体的工具来为客户提供更有效的个性化客户体验。（4）理解客户的个性化需求CRM战略必须建立在保护客户隐私，获取客户信赖基础上。即公司必须了解和遵守客户设定的个人可接受范围内。如果越过这个边界，那么公司的声誉就会毁坏。乐购的客户价值创造不仅是建立在适应市场基础上，更是建立在客户实际需求的基础上。其方法是在冒市场风险前，通过与客户建立实验数据模型获取客户反应，从而建立适当的策略，提高企业竞争力。使用这些数据不是简单的试图将一些产品销售给客户，而是为了更好的了解客户需要，并创造出互惠互利的客户体验。4结论最后，个性化客户关系管理发展方向是建立在适当的客户接触点上基础上，为客户提供非侵入性、互利并符合企业成本效益的策略。这需要企业认识到CRM不仅仅是技术部署，它更是一个流程和技术融合的策略。公司需要了解客户需求，并从客户需求中找到相应的解决方案，并且能够增加企业的经济效益。
