1、毕业论文（设计）外文翻译PREREQUISITESANDEFFECTSOFCRMSYSTEMSUSEINPOLANDDOROTABUCHNOWSKAANDSTANISLAWWRYCZADEPARTMENTOFINFORMATIONSYSTEMS,UNIVERSITYOFGDANSK,POLANDGRZYWKAPANDABGUNIVGDAPL,SWRYCZAUNIVGDAPLINTRODUCTIONITHASBEENDEMONSTRATEDINNUMEROUSSTUDIESTHATCRMIMPLEMENTATIONISBENEFICIALINTERMSOFHIGHERREVENUESANDLOW
2、ERCOSTSABERDEENGROUP2004THOMPSON2004HOWEVER,MANYPOTENTIALCRMUSERSINPOLANDAREDISCOURAGEDBYHIGHIMPLEMENTATIONCOSTSANDAHIGHPROPORTIONOFABORTIVEIMPLEMENTATIONSMANAGERSCOMPLAINABOUTLACKOFBESTPRACTICESTHATMIGHTCONVINCETHEMABOUTTHEADVISABILITYOFTHEIRSTRATEGYTHEHIGHFAILURERATEINCRMIMPLEMENTATIONHELLWEG2002I
3、SOFTENTHERESULTOFTHEFACTTHATTHEFIRMSRESPONSIBLEFORIMPLEMENTATIONLACKANADEQUATEANDPROVENMETHODOLOGYMOSTINFORMATIONONCRMCONCEPTANDSUPPORTINGITSYSTEMS,ESPECIALLYONBENEFITSOFCRMAPPLICATIONS,COMESFROMCRMVENDORSCOMPANIESDONOTTRUSTTHESUPPLIERSANDTHEIRASSURANCESABOUTTHEGAINSTHATCANBEACHIEVEDOWINGTOCRMSYSTEM
4、INTRODUCTIONTHEREHASBEENANEED,THEREFORE,FORAMETHODOLOGICALLYOBJECTIVE,ACADEMICSTUDYTHATWOULDPROVIDERELIABLERESULTSTHISDROVETHEAUTHORSTOEMBARKONASTUDY,THEMAINGOALOFWHICHISTOANALYZEANDASSESSECONOMICALLYHOWUSEFULCRMSOFTWAREISINSUPPORTINGCUSTOMERRELATIONSMANAGEMENTINVARIOUSBUSINESSORGANIZATIONSINPOLANDT
5、HECLASSICALSTATISTICALANALYSISOFSTRUCTUREHASBEENUSEDTHEFIRSTPARTOFTHEPAPERPRESENTSTHESCOPEOFTHERESEARCHANDTHEMETHODOLOGYTHESECONDPARTISASTUDYOFBENEFITSBROUGHTBYCRMSYSTEMIMPLEMENTATIONCRMSUCCESSFACTORSIDENTIFIEDINTHISWAYAREDESCRIBEDINTHETHIRDPARTRESEARCHMETHODTHEWAYTHEGOALHASBEENFORMULATEDINDICATESTH
6、ATTHESTUDYFOCUSEDONBUSINESSENTITIESWHICHHAVEIMPLEMENTEDSYSTEMSOFTHECRMCLASSINORDERTOAVOIDAMBIGUITYINIDENTIFYINGSTATISTICALUNITS,THEFOLLOWINGPERMANENTATTRIBUTESHAVEBEENDETERMINEDTHATDECIDETHEINCLUSIONOFANORGANIZATIONINTHEPOPULATIONSTUDIEDMATERIALATTRIBUTECRMCLASSSYSTEMIMPLEMENTATIONANDOPERATIONTIMEAT
7、TRIBUTEDETERMINEDBYTHESTUDYPERIODJUNEAUGUST2003SPACEATTRIBUTETHETERRITORYOFPOLANDTHEREARESEVERALDOZENCRMCLASSSYSTEMSONOFFERINPOLANDTHEYVARYALOTINTERMSOFBOTHFUNCTIONALITYANDIMPLEMENTATIONCOSTBESIDES,THEUSEOFCRMLABELBYSOFTWARESUPPLIERSISONTHEINCREASEFORTHISREASON,ONLYTHOSEBUSINESSENTITIESHAVEBEENANALY
8、ZEDWHICHUSEASYSTEMTHAT,BEYONDANYDOUBT,CANEFFICIENTLYSUPPORTTHESTRATEGYOFCUSTOMERRELATIONSMANAGEMENTTHELISTOFSUCHAPPLICATIONSINCLUDESCRMSYSTEMSWHICHARERECOGNIZEDASTHEQUALITYPRODUCTSBYRESEARCHINSTITUTIONSOFWORLDRENOWN,DEALINGWITHCRMISSUESISMINCISM2002ISM2003,GARTNERGROUPBONAANDDAVIES2002THOMPSON2003AN
9、DAREAVAILABLEONTHEPOLISHMARKETAREMOSTCOMMONLYUSEDINPOLANDACCORDINGTOPROCESS4EREPORTSTANUSCH2002ANDPERFORMSALES,MARKETINGANDCUSTOMERSERVICEFUNCTIONSONTHEWHOLE,23CRMAPPLICATIONSWEREELIGIBLEFORTHESTUDY,INCLUDINGSIEBEL,MODERNMARKETING,MYSAP,ORACLE,CLARYFY,AMDOCS,PIVOTAL,SAS,GOLDMINEFRONTOFFICE,VANTIVE,P
10、EOPLESOFT,IBAAN,CLIENTELE,LOGOTECCRM9OO0,EXACT,TETA,IPS,IMPULSBPSC,SIMPLECRM,INSOFTCRM,M2NETCRM,TAKTIKOS,AURUMANDEUROCRMWHENTHELISTOFSYSTEMSTOBESTUDIEDANDANALYSEDWASCOMPLETED,THELISTOFBUSINESSENTITIESUSERSOFTHESELECTEDCRMSYSTEMSWASMADETHISWASDONEONTHEBASISOFREFERENCELISTSOFTHEMANUFACTURERS,THEIMPLEM
11、ENTATIONCOMPANIESANDTHEFIRMSDOINGCRMSYSTEMSPREIMPLEMENTATIONSTUDIESINFORMATIONPROVIDEDBYMAGAZINESANDPORTALSDEALINGWITHCRMISSUESWASALSOUSEDTHEUSEOFTHESESOURCESLEDTOTHECREATIONOFAPRELIMINARYLISTOFRESPONDENTS,CONSISTINGOF155BUSINESSORGANIZATIONSTHELISTWASTHENVALIDATEDBYCHECKINGIFALLTHEENTITIESACTUALLYU
12、SEDONEOFTHEPREVIOUSLYSELECTEDCRMCLASSSYSTEMSITTURNEDOUTTHATONLY73PERCENTOFPREVIOUSLYCHOSENORGANIZATIONSACTUALLYUSEDCUSTOMERRELATIONSMANAGEMENTSUPPORTINGSYSTEMSTHEREMAINING27PERCENTSHOULDNOTHAVEBEENINCLUDEDINTHEPOPULATIONMOSTCOMMONLYBECAUSECRMIMPLEMENTATIONHADNOTBEENCOMPLETED41ORBECAUSETHECOMPANIESDI
13、DNOTCONFIRMTHATIMPLEMENTATIONHADBEENCOMPLETEDORWASINPROGRESS29OTHERREASONSFORREJECTIONWERETHATTHESYSTEMWASUSEDFOROTHERPURPOSESTHANCUSTOMERRELATIONSMANAGEMENT,THECOMPANYWASNONEXISTENT,ORTHESYSTEMWASUSEDINAWAYWHICHMADEITIMPOSSIBLETOEVALUATEIMPLEMENTATIONPROCESSANDRESULTSINCONCLUSION,THEGENERALPOPULATI
14、ONOFTHESURVEYCONSISTEDOF116BUSINESSENTITIES,FURTHERREFERREDTOAS“CRMAPPLICATIONUSERS“,WHICHOPERATEDINPOLANDBETWEENJUNEANDAUGUST2003ANDWEREUSINGONEOFTHEPREVIOUSLYDEFINEDCRMCLASSSYSTEMSTHEBASICFORMOFDATACOLLECTIONWASCOMPUTERASSISTEDTELEPHONEINTERVIEWINGCATLUSINGAQUESTIONNAIREOF57QUESTIONSCOVERINGTHREEB
15、ASICAREASCOMPANYPROFILEDESCRIPTIONOFTHECHANGESTHATHADTAKENPLACEINTHECOMPANYASARESULTOFCRMSYSTEMIMPLEMENTATIONDESCRIPTIONOFSYSTEMIMPLEMENTATIONINORDERTOOBTAINALLTHISDATA,INTERVIEWSWEREOFTENCONDUCTEDWITHSEVERALPEOPLEFROMONECOMPANYMOSTLYPEOPLEWHOWERERESPONSIBLEFORCRMSYSTEMIMPLEMENTATIONFINALLY,MEANINGF
16、ULDATAWASOBTAINEDFROMEIGHTYFIVECOMPANIES,GIVINGARETURNRATEOF73BENEFITSOFIMPLEMENTINGACRMCLASSAPPLICATIONEXPECTEDBENEFITSIMPLEMENTATIONOFANAPPLICATIONSUPPORTINGCUSTOMERRELATIONSMANAGEMENTISTOGIVETHECOMPANYLONGTERMGAINS,BOTHQUANTIFIABLEANDNONQUANTIFIABLEAWAREOFTHEHIGHIMPLEMENTATIONCOST,COMPANIESEXPECT
17、PROPORTIONATEEFFECTSEXPECTATIONSOFTHETECHNOLOGYAREHIGH,THEMORESOASSUPPLIERSPROMISEGAINSTHATWILLOUTWEIGHTHEEXPENDITURESUCHPROMISESAREOFTENSUPPORTEDBYSTUDIESCONDUCTEDBYINDEPENDENTRESEARCHORGANIZATIONSTHECHARTINFIGURE1SHOWSBASICBENEFITSTHATCANBEDERIVEDFROMTHEIMPLEMENTATIONOFACRMCLASSAPPLICATIONITALSOIL
18、LUSTRATESHOWTHEEFFECTSAREINTERRELATEDTHEBENEFITSPRESENTEDINTHEFIGUREHAVEBEENGROUPEDINFOURBASICCATEGORIES,WHICHALSOSHOWTHESEQUENCEINWHICHTHEYOCCURTHEBASICFUNCTIONOFCRMSYSTEMSISTOCOLLECTALLRELEVANTCUSTOMERANDBUSINESSENVIRONMENTINFORMATIONOWINGTOTHIS,THEINFORMATIONISACCESSIBLEONACURRENTBASISTOALLAUTHOR
19、IZEDPERSONNELSOMETIMESALSOTOPARTNERSORSUPPLIERSTHEFIRSTEFFECTOFCRMIMPLEMENTATIONTHATISOBSERVEDISTHEREARRANGEMENTOFTHEKNOWLEDGEOFTHECUSTOMERS,WHICHRESULTSINIMPROVEDCOMMUNICATIONSCRMIMPLEMENTATIONGIVESEVERYEMPLOYEEAHOLISTICVIEWOFTHECLIENTTHEBUYER,ONTHEOTHERHAND,OWINGTOTHEINTEGRATIONOFALLCOMMUNICATIONC
20、HANNELS,CANUSETHECOMMUNICATIONFORMOFTHEIRCHOICEANDBESUREOFGETTINGGOODSERVICEFIG1BENEFITSOFIMPLEMENTINGCRMAPPLICATIONTHEREARRANGED,OVERALLKNOWLEDGEDETERMINESHOWUSEFULTHESOFTWAREISANDISINDISPENSABLEFORCUSTOMERSERVICEAUTOMATIONASWELLASFORTHEUSEOFFUNCTIONALITIESDESIGNEDTOIMPROVEINDIVIDUALCUSTOMERRELATIO
21、NSMANAGEMENTITISONLYTHENTHATQUANTIFIABLEBENEFITSEMERGE,LIKEHIGHERREVENUES,LOWEROPERATIONALCOSTS,CONTRIBUTINGTOHIGHERCOMPETITIVENESSOFTHECOMPANYTABLE1SHOWSWHATBENEFITSTHEBUSINESSESSURVEYEDINTHISSTUDYMEANTTOACHIEVETHROUGHTHEIMPLEMENTATIONOFTECHNOLOGYSUPPORTINGCUSTOMERRELATIONSMANAGEMENTRESPONDENTSCOUL
22、DCHOOSESEVERALOFLISTEDGAINSLISTOFTHESEBENEFITSWASPREPAREDONBASISOFSTUDIESOFLITERATUREDYCHE2001BURNETT2000BERGERON2002RESPONDENTSHADALSOTHEPOSSIBILITYOFADDITIONTHEIROWN,NOTLISTEDBENEFITSMOSTOFPOLISHCRMUSERSRECOGNIZEDTHATBYIMPLEMENTINGCRMTHEYWANTEDTOIMPROVEINHOUSECOMMUNICATIONSANDGETAHOLISTICPICTUREOF
23、THECLIENTINVIEWOFTHEFACTTHATTHETWOAREELEMENTARYBENEFITSOFCRMIMPLEMENTATION,THEPERCENTAGEOFCOMPANIESTHATMENTIONEDTHEMWASNOTHIGHALLOTHERBENEFITSAREDERIVEDFROMTHEMANDDEPENDONTHEIMPLEMENTEDFUNCTIONALITYOFTHESYSTEMANDTHEDEGREEOFITSINTEGRATIONWITHTHEOTHERMANAGEMENTSUPPORTINGAPPLICATIONS82OFTHESURVEYEDORGA
24、NIZATIONSHOPEDTHATTHEIMPLEMENTATIONOFCRMSTRATEGYSUPPORTINGTOOLSWOULDAUTOMATETHECUSTOMERSERVICEPROCESSBOOSTINGTHEPRODUCTIVITYOFTHEPERSONNELINVOLVEDHOWUSEFULTHETECHNOLOGYACTUALLYISDEPENDSONTHEDATASTOREDINTHESYSTEMANDHOWMUCHITCONCENTRATESONTHEPROPERLYDESIGNEDPROCESSESTABLE1EXPECTEDANDACHIEVEDBENEFITSOF
25、IMPLEMENTINGCRMSYSTEMATEVERYSTAGE,CRMSYSTEMSMAKEADEQUATECUSTOMERINFORMATIONAVAILABLEASWELLASSYSTEMINFORMATIONGUIDINGTHEUSERTHROUGHITSSUBSEQUENTSTAGESWORKAUTOMATIONHELPSTOREDUCECOSTSANDIMPROVEQUALITY,THEREFORETORAISECUSTOMERSATISFACTION,THUSLEADINGTOTHEEMERGENCEOFSUBSEQUENTBENEFITSTHISTIMEQUANTIFIABL
26、EAFTERPROCESSAUTOMATION,HIGHERCOMPETITIVENESSOFTHEORGANIZATIONISTHESECONDMOSTFREQUENTLYMENTIONEDPOSITIVEEFFECTTHATTHESURVEYEDCOMPANIESWANTEDTOACHIEVETHROUGHCRMIMPLEMENTATIONITSHOULDBENOTEDTHATITISTHEMOSTFREQUENTLYIDENTIFIED“REAL“LONGTERMBENEFITINVIEWOFRESULTSTHATAREASOURCEOFOTHERQUANTIFIABLEBENEFITS
27、ONEMAY,THEREFORE,CONCLUDETHATHIGHERCOMPETITIVENESSOFTHEORGANIZATIONISTHEMAINOBJECTIVEOFIMPLEMENTINGACRMAPPLICATIONALLTHEOTHERQUANTIFIABLEBENEFITSEXPECTEDBYTHEORGANIZATIONSAREBUTTOOLSUSEDTOAVARYINGDEGREEINTHEPURSUITOFTHEMAINOBJECTIVEOFMAINTAININGGOODSTANDINGINTHECOMPETITIVEMARKETACHIEVEDBENEFITSTHEPR
28、EVIOUSSECTIONPRESENTEDWHATWASEXPECTEDOFTHECRMTECHNOLOGYSUBSEQUENTANALYSISISTOCONFRONTTHESEEXPECTATIONSWITHTHERESULTSACTUALLYACHIEVEDTABLE1SHOWSDATAWHICHALLOWUSTOIDENTIFYTHEBENEFITSOFIMPLEMENTINGACRMCLASSSYSTEMTHATWEREACHIEVEDBYTHESTATISTICALLYSURVEYEDBUSINESSORGANISATIONSTHEDATAOBTAINEDFROMTHERESPON
29、DENTSINDICATETHATIMPROVEDCOMMUNICATIONSWITHINTHECOMPANYISTHEMOSTFREQUENTLYPERCEIVEDBENEFITOFIMPLEMENTINGTECHNOLOGYWHICHSUPPORTSCUSTOMERRELATIONSHIPMANAGEMENTOWINGTOCRMSOFTWAREIMPLEMENTATION,MORETHANTHREEQUARTERSOFTHEORGANISATIONSOBTAINEDANOVERALL,UNIFORMPICTUREOFTHECUSTOMERTHETWOBENEFITSMENTIONEDARE
30、CLOSELYRELATED,ASTHEYRESULTFROMSYSTEMISINGTHEKNOWLEDGECONTAINEDINTHEINFORMATIONHELDBYTHECOMPANYITSHOULDBESTRESSEDTHATTHETWOBENEFITSWEREMOSTFREQUENTLYMENTIONEDASEXPECTEDEFFECTSOFCRMIMPLEMENTATIONBYTHEUSERSANDWEREACHIEVEDBYTHEGREATESTNUMBEROFCOMPANIESIMPROVEDCOMMUNICATIONSWEREMATERIALIZEDACHIEVEDBYTHE
31、ORGANISATIONSTHATHADEXPECTEDITBY95OFCRMUSERS,WHILE89OFTHEBUSINESSESEXPECTINGTOGETAHOLISTICPICTUREOFTHEIRCUSTOMERTHROUGHCRMIMPLEMENTATIONDIDACHIEVETHISOBJECTIVETABLE2BYEXAMININGTHEDATACONTAINEDINTHETABLE,WEMAYSAYTHATTHESURVEYEDORGANISATIONSSEETHENONQUANTIFIABLEEFFECTSOFTHECRMPROJECTTHEQUANTIFIABLEONE
32、SAREPERCEIVEDMUCHLESSFREQUENTLYTHISISDUETOTHEFACTTHATTHEYAREDIFFICULTTOQUANTIFYWHILETHEFORMERCANEASILYBESEEN“WITHTHENAKEDEYE“,THEOCCURRENCEOFTHELATTERHASTOBESUBSTANTIATEDBYWORKCONSUMINGCALCULATIONSTHEIRESTIMATIONISUSUALLYACOSTLYUNDERTAKINGAND,ASSUCH,ISFREQUENTLYABANDONED,ESPECIALLYINSMALLPROJECTSTHE
33、REFORE,ITISNOTALWAYSPOSSIBLETODETERMINETHEEXTENTTOWHICHINDIVIDUALEFFECTSAREANIMMEDIATEOUTCOMEOFTHECRMPROJECTFORTHISREASON,MOSTCOMPANIESDONOTEVENTRYTOQUANTIFYTHEFINANCIALGAINSOFCRMIMPLEMENTATION,EXPECTEDORACHIEVEDTABLE2THEEXTENTTOWHICHBENEFITSOFCRMIMPLEMENTATIONHAVEMATERIALIZEDQUANTIFIABLEBENEFITSOFI
34、MPLEMENTINGACRMAPPLICATIONTABLE3QUANTIFIABLEBENEFITSOFIMPLEMENTINGACRMAPPLICATIONTHEDATAFROMTHETABLE3INDICATETHATHIGHERPROFITWASSHOWNINTHECALCULATIONSOFONLY10OFTHEORGANIZATIONSTHEHIGHESTPROPORTIONOFCOMPANIESOBSERVEDANDQUANTIFIEDTHEGROWTHINCUSTOMERSATISFACTIONINDEXITMEANS,ORGANIZATIONSBEGINTOPERCEIVE
35、,THATTHEDECIDED,ABOUTTHECOMPANYPOSITIONONCOMPETITIVEMARKET,FACTORISCUSTOMERSSATISFACTIONINORDERTORAISETHELEVELOFSATISFACTION,INDISPENSABLEITISHOWEVERHERMEASUREMENTTHANKSTOUSEOFQUANTITATIVETECHNIQUESOFSATISFACTIONMEASUREMENTITISPOSSIBLENOTONLYESTABLISHCURRENTLEVELOFTHECUSTOMERSSATISFACTION,BUTALSOREC
36、OGNIZE,WHATINFLUENCESONHERGROWTHTHECHARTCONTAINEDINFIGURE2PRESENTSTHEMEASURESDESCRIBINGTHEMEANLEVELOFQUANTIFIABLEBENEFITSOFCRMIMPLEMENTATIONANNUALLYINTHOSEORGANIZATIONSTHATWEREABLETODETERMINEITFIG2LEVELOFQUANTIFIABLEEFFECTSOFCRMIMPLEMENTATIONTHEMEANRISEINPROFITRESULTINGFROMCRMIMPLEMENTATIONAMONGTHEC
37、OMPANIESTHATWEREABLETODEFINEITWAS36THERISEVARIEDFROM15TO100,INTHEGREATESTNUMBEROFCASES56ITREACHED30THECOMPANIESANALYSEDINTHISPARTOFTHESTUDYACHIEVED,ONTHEAVERAGE,A34RISEINSALESREVENUETHERISEVARIEDFROM10TO100PERCENT,SOTHEDISPARITYISGREATERTHANFORTHERISEINPROFITTHEDISTRIBUTIONISALSOMOREUNEVEN,ANDITSBIA
38、STOTHERIGHTINDICATESTHATTHEMAJORITYOFORGANIZATIONS83RECORDEDARISEINSALESREVENUEBELOWTHEMEANOF34VARIATIONSINTHEDISTRIBUTIONAREEVENGREATERWHENITCOMESTOTHEDROPINOPERATIONALCOSTSTHECOMPANIESTHATOBSERVEDANDQUANTIFIEDITQUOTEDVALUESRANGINGFROM5TO100PERCENTTHEMEANREDUCTIONOFOPERATIONALCOSTSSTOODAT22,YETIN79
39、OFTHECOMPANIESITWASLOWERTHANAVERAGEONEHALFOFTHEORGANISATIONSFIXEDITATBETWEEN10AND20PERCENTFORGREATERSATISFACTIONRESULTINGFROMCRMIMPLEMENTATION,THEDISTRIBUTIONISMARKEDBYSMALLESTRANGEOFVARIATIONS1050ANDSMALLESTVARIATIONSWITHINTHEDISTRIBUTIONINABSOLUTETERMSTHEUSEOFTHESYSTEMRAISEDTHELEVELOFSATISFACTIONI
40、NTHEGROUPOFCOMPANIESHEREANALYSEDBYANAVERAGEOF22THELARGESTGROUPOFCOMPANIES30RECORDEDA20RISEOFTHISINDICATORTHEDATAPRESENTEDABOVEDEMONSTRATETHATTHEUSEOFCRMSYSTEMMAYGIVEAORGANISATIONSIGNIFICANT,QUANTIFIABLEGAINSITSHOULDBEADDEDTHATTHEEFFECTSACHIEVEDBYPOLISHCOMPANIESDONOTDIFFERMUCHFROMTHOSEACHIEVEDBYORGAN
41、ISATIONSOPERATINGINAMERICAASTUDYDONEIN1998BYINSIGHTTECHNOLOGYGROUP,FORINSTANCE,SHOWEDTHAT21OFTHECOMPANIESSURVEYEDAFTERTHEYHADINTRODUCEDITSUPPORTINGACRMSTRATEGYHAD,ONTHEAVERAGE,A42RISEINPROFIT,A35DROPINDISTRIBUTIONCOSTSANDA20RISEINCONSUMERSATISFACTIONINDEXDICKIEANDHAYES2002CRM系统在波兰使用的先决条件和取得的效果DOROTA
42、BUCHNOWSKAANDSTANISLAWWRYCZA信息系统系，格但斯克大学，波兰GRZYWKAPANDABGUNIVGDAPL,SWRYCZAUNIVGDAPL简介众多的研究证明，CRM的实施在提高收益，降低成本方面是十分有效的（ABERDEEN集团2004年THOMPSON2004）。然而，许多潜在的波兰CRM用户受挫于高实施成本和高比例的项目流产的现实。经理们总是抱怨缺少可以证明他们的是战略可取的实践经验。在CRM实施过程中的高失败率（HELLWEG2002）往往是由于公司在负责实施过程中缺乏足够的经验和一整套经过验证的切实可行的方法的实施造成的。大多数关于CRM的概念和支持系统的信
43、息，尤其是在CRM应用的益处方面，都来源于CRM供应商。公司不相信供应商和他们在CRM系统引导下可达到收益目标的担保。因此，以客观的方法论，通过学术研究提供可靠的结果便成为一种需求。作者以此展开了研究,主要目的是分析和评价在波兰的各种商务组织中CRM软件对支持客户关系管理到底有多大用处。并使用了结构化的经典统计分析学。本文的第一部分介绍了研究的范围和方法。第二部分是研究由CRM系统的实施所带来的效益。而第三部分描述了确定CRM成功因素的方法。研究方法由目标制定的方式表明，研究的重点是已实施CRM系统的实体类的生产企业。为了避免确定统计单位时发生歧义，在对企业群体进行研究时，企业应包含以下的固有
44、属性物质属性CRM的实施和运行时间属性由研究时间确定（2003年6至8月）空间属性波兰国内在波兰有几十种先进的CRM在施行。它们在功能和营运成本方面有很多不同。此外，被软件供应商贴上CRM标签的系统的使用也在不断增加。出于这个原因，只有对那些使用该系统的企业单位进行分析才可以有效地支持客户关系管理的策略。因此，能列入研究对象的CRM系统应满足以下的要求作为合格的优质的产品被世界知名研究机构（ISM包括（ISM2002ISM2003），加特纳集团（博纳和戴维斯2002；汤普森2003）所承认的，并正用于处理CRM问题，且能波兰市场上使用。在波兰广泛使用的（根据4E进程报告（STANUSCH200
45、2），并且具有销售、营销和客户服务的功能。整体而言，23种的CRM应用系统入选该研究，包括SIEBEL，SAP，ORACLE，CLARYFY，AMDOCS，PIVOTAL，SAS，GOLDMINEFRONTOFFICE，VANTIVE，PEOPLESOFT，IBAAN，CLIENTELE，LOGOTECCRM9000，EXACT，TETA，IPS，IMPULSBPSC，SIMPLECRM，INSOFTCRM，M2NETCRM，TAKTIKOS，AURUMANDEUROCRM公司。当完成需要研究和分析的系统的清单时，选择了这些CRM系统的企业的名单也就可以列出来了。其根据是参考了CRM系统的供应
46、商、实施公司和前期实施企业的名单。同时还搜集了杂志和门户网站上提供的用于解决CRM问题的信息。利用这些资料创建了由155个商业组织组成的初步受访者列表。这份名单是通过检查是否所有的商业组织真正使用过上述入选的CRM类系统之一后而确定的。结果表明,之前所选择的公司中有73确实使用客户关系管理支持系统。余下的27不能列入调查范围的原因是，或是实施工作尚未完成（占41），或是该公司不能确认实施工作已完成还是正在实施（占29）。还有其他一些原因，如该系统被用于其他用途而不是客户关系管理，或者是公司不存在，又或是系统总是以人们无法评价实施过程和实施结果的方式在运行。综上所述,调查总对象由116家企业单位
47、组成,并被称为“CRM使用者”,他们在2003年6月至8月期间在波兰,使用了其中一个上述入选的CRM类系统。数据收集的基本形式是电脑辅助电话访问，CATL使用了包含57个问题的问卷，其中包括三个基本领域公司简介描述公司在CRM系统实施以后所产生的变化；系统实施过程的描述为了得到所有这些数据,采访往往由一家公司的几个人带领这些人中大多数负责管理CRM系统的执行。最后,有价值的数据均来自85家公司,反馈率达73。CRM实施应用的效益预期效益要使客户关系管理应用得到有效的实施，就是要让公司无论是量化还是非量化上都可得到长期的收益。由于需要较高的实施成本,公司也期望得到相应的回报。技术的期望值越高,供
48、应商承诺的大于成本的收益也会越大。这样的承诺往往由独立研究机构所做的研究提供的。图1中的图表显示，一个CRM应用的实施可能带来的基本效益，并说明了这些效益之间的联系。图中显示的效益分成4类，同时也说明了它们的发生顺序。CRM系统的基本功能是搜集所有相关的客户、商业环境信息。因此，这些信息对于所有授权人员有时也合作伙伴或供应商来说是可以在现有的基础上得到的。CRM的实施的直接结果，就是通过对客户信息的重新整理，从而提高了与客户的沟通。CRM的实施让每一位员工了解客户的整体视图。而另一方面，对于买方而言，由于整合了所有的沟通渠道，他们可以使用自己选择的沟通方式，并确保能得到良好的服务。知识的重新整
49、理、综合决定了该软件的用处和价值，同时在客户服务自动化和提高个人客户关系功能管理的使用上也是不可或缺的。量化效益的凸显，如更高收入，更低运营成本，有利于提高公司的竞争力表1显示，在这项研究中接受采访的企业通过客户关系管理的实施所得到的益处。受访者可以选择一些已列出的益处。这些益处的列表是基于相关资料（戴奇2001伯内特2000；伯杰龙2002年）的基础之上的。除此外，受访者也可添加了他们自己可获得的额外益处，而不仅仅是列表上的益处。波兰CRM用户大多承认，他们想通过实施CRM改善内部沟通，并获得全面的客户资料。鉴于这两个是CRM实施后的基本利益的事实，提及这两方面的公司的比例不是很高。但其他所有得好处都与这两个方面有关，并取决于该系统的实施功能和它与其他管理配套应用实施的集成度。82的受访企业希望CRM战略的实施能够作为一种工具将客户服务流程自动化，进而提高相关人员的生产率。这种技术的有用与否实际上是取决于系统中存储的数据的多少和设计过程的完善程度。在每个阶段，CRM系统应有足够的客户信息可利用，并且这些系统信息能够引导客户沿着随后的阶段发展。工作自动化有助于降低成本和提高质量，从而提高客户满意度，接踵而来的是一系列的收益此时便可对这些收益量化了。受调查企业希望通过CRM的实施带来除了能带来过程自动化的积极影响，第二个常被提到的就是提高企业的竞争力。而
