CRM系統(tǒng)：CRM 環(huán)境下面向產(chǎn)品創(chuàng)新的關(guān)鍵客戶知識(shí)源識(shí)別研究
因此,可以構(gòu)建如圖2 所示的關(guān)鍵客戶知識(shí)源
識(shí)別體系。
圖2 關(guān)鍵客戶知識(shí)源識(shí)別體系
4 結(jié)論
識(shí)別關(guān)鍵客戶知識(shí)源是企業(yè)獲取客戶知識(shí)的前
提,只有識(shí)別出關(guān)鍵的客戶知識(shí)源,企業(yè)才能把有限
的資源投向關(guān)鍵的客戶,以獲取最大化的商業(yè)價(jià)值。
本文基于企業(yè)和客戶的交互視角,提出應(yīng)從客戶知
識(shí)價(jià)值、客戶的知識(shí)交流意愿和企業(yè)的客戶知識(shí)吸
收能力3 個(gè)維度識(shí)別關(guān)鍵客戶知識(shí)源。
客戶知識(shí)價(jià)值主要采用客戶全生命周期價(jià)值進(jìn)
行測(cè)量。客戶的知識(shí)交流意愿反映了客戶與企業(yè)溝
通、交流信息和知識(shí)的愿望的強(qiáng)弱。由于客戶處于
企業(yè)邊界之外,因此企業(yè)不能強(qiáng)制客戶參與其知識(shí)
管理活動(dòng)之中,只有通過(guò)創(chuàng)造客戶認(rèn)同的企業(yè)文化
和建立有效的激勵(lì)機(jī)制來(lái)提高客戶的知識(shí)交流意
愿。客戶的知識(shí)交流意愿主要可運(yùn)用客戶的主動(dòng)聯(lián)
系頻率、客戶被動(dòng)聯(lián)系的接受率、收益感知度、客戶
對(duì)企業(yè)的信任度等進(jìn)行測(cè)量。企業(yè)的客戶知識(shí)吸收
能力就是企業(yè)獲取、消化、轉(zhuǎn)化和開(kāi)發(fā)客戶知識(shí),并
把客戶知識(shí)運(yùn)用于企業(yè)決策的能力。企業(yè)的客戶知
識(shí)吸收能力主要從外部知識(shí)源的多樣性、企業(yè)的先
驗(yàn)知識(shí)結(jié)構(gòu)、員工獲取客戶知識(shí)的動(dòng)機(jī)和IT 系統(tǒng)
水平等方面進(jìn)行測(cè)量。
本文所建立的關(guān)鍵客戶知識(shí)源識(shí)別體系兼顧了
企業(yè)和客戶雙方視角,體現(xiàn)了客戶知識(shí)共享的自愿、
公平機(jī)制,為企業(yè)進(jìn)行有效的客戶關(guān)系管理決策提
供了理論依據(jù)。
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Study on Identif ication of Key Customer Knowledge Source
Oriented Product Innovation in CRM
Huang Zhiyang1 ,Han Yuqi1 ,Meng Qingliang2
(11 School of Management & Economics ,Nanjing University of Science and Technology ,Nanjing 210094 ,China ;
21 School of Management & Economics ,Jiangsu University of Science and Technology ,Zhenjiang Jiangsu 212003 ,China)
Abstract : Based on t he interactive perspective of customers and enterprises ,t his paper analyzes t he key dimensions of customer knowledge ,and
proposes t he f ramework to identify t he key customer knowledge source based on t hree aspect s of customer knowledge value ,t he customer’s api2
ration to share knowledge and t he enterprise’s capability to absorb customer knowledge1 The result s show t hat :customer knowledge value re2
flect s t he value taken by customer knowledge ;t he customer’s apiration to share knowledge reflect s t he level of customer’s willingness to com2
municate knowledge wit h enterprises ;t he enterprise’s capability to absorb customer knowledge reflect s t he ability to acquire ,assimilate ,t rans2
form ,exploit customer knowledge and apply it to enterprise’s decision2making1 The identification system of key customer knowledge source wit h
t hree2dimensions gives consideration to customers and enterprises ,and embodies t he mechanism of willingness and justice in customer knowledge
sharing.
Key words : customer relationship management ; product innovation ; key customer knowledge source ; identification
強(qiáng)力推薦：
天柏客戶關(guān)系管理系統(tǒng)
天柏客戶關(guān)系管理系統(tǒng)（CRM）是一款集專(zhuān)業(yè)性、實(shí)用性、易用性為一體的純B/S架構(gòu)的CRM系統(tǒng)，它基于以客戶為中心的協(xié)同管理思想和營(yíng)銷(xiāo)理念，圍繞客戶生命周期的整個(gè)過(guò)程，針對(duì)不同價(jià)值的客戶實(shí)施以客戶滿意為目標(biāo)的營(yíng)銷(xiāo)策略，通過(guò)企業(yè)級(jí)協(xié)同，有效的“發(fā)現(xiàn)、保持和留住客戶”，從而達(dá)到留住客戶、提高銷(xiāo)售，實(shí)現(xiàn)企業(yè)利潤(rùn)最大化的目的。通過(guò)對(duì)客戶進(jìn)行7P的深入分析，即客戶概況分析(Profiling)、客戶忠誠(chéng)度分析(Persistency)、客戶利潤(rùn)分析(Profitability)、客戶性能分析(Performance)、客戶未來(lái)分析(Prospecting)、客戶產(chǎn)品分析(Product)、客戶促銷(xiāo)分析(Promotion)以及改善與管理企業(yè)銷(xiāo)售、營(yíng)銷(xiāo)、客戶服務(wù)和支持等與客戶關(guān)系有關(guān)的業(yè)務(wù)流程并提高各個(gè)環(huán)節(jié)的自動(dòng)化程度，從而幫助企業(yè)達(dá)到縮短銷(xiāo)售周期、降低銷(xiāo)售成本、擴(kuò)大銷(xiāo)售量、增加收入與盈利、搶占更多市場(chǎng)份額、尋求新的市場(chǎng)機(jī)會(huì)和銷(xiāo)售渠道，最終從根本上提升企業(yè)的核心競(jìng)爭(zhēng)力，使得企業(yè)在當(dāng)前激烈的競(jìng)爭(zhēng)環(huán)境中立于不敗之地。
關(guān)鍵詞：CRM,CRM系統(tǒng),CRM軟件,客戶關(guān)系管理,客戶管理軟件,客戶管理系統(tǒng),客戶關(guān)系管理軟件,客戶關(guān)系管理系統(tǒng)