CRM系統(tǒng)：CRM 環(huán)境下面向產(chǎn)品創(chuàng)新的關(guān)鍵客戶知識源識別研究
因此,可以構(gòu)建如圖2 所示的關(guān)鍵客戶知識源
識別體系。
圖2 關(guān)鍵客戶知識源識別體系
4 結(jié)論
識別關(guān)鍵客戶知識源是企業(yè)獲取客戶知識的前
提,只有識別出關(guān)鍵的客戶知識源,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
識價值、客戶的知識交流意愿和企業(yè)的客戶知識吸
收能力3 個維度識別關(guān)鍵客戶知識源。
客戶知識價值主要采用客戶全生命周期價值進
行測量。客戶的知識交流意愿反映了客戶與企業(yè)溝
通、交流信息和知識的愿望的強弱。由于客戶處于
企業(yè)邊界之外,因此企業(yè)不能強制客戶參與其知識
管理活動之中,只有通過創(chuàng)造客戶認同的企業(yè)文化
和建立有效的激勵機制來提高客戶的知識交流意
愿。客戶的知識交流意愿主要可運用客戶的主動聯(lián)
系頻率、客戶被動聯(lián)系的接受率、收益感知度、客戶
對企業(yè)的信任度等進行測量。企業(yè)的客戶知識吸收
能力就是企業(yè)獲取、消化、轉(zhuǎn)化和開發(fā)客戶知識,并
把客戶知識運用于企業(yè)決策的能力。企業(yè)的客戶知
識吸收能力主要從外部知識源的多樣性、企業(yè)的先
驗知識結(jié)構(gòu)、員工獲取客戶知識的動機和IT 系統(tǒng)
水平等方面進行測量。
本文所建立的關(guān)鍵客戶知識源識別體系兼顧了
企業(yè)和客戶雙方視角,體現(xiàn)了客戶知識共享的自愿、
公平機制,為企業(yè)進行有效的客戶關(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）是一款集專業(yè)性、實用性、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)同管理思想和營銷理念，圍繞客戶生命周期的整個過程，針對不同價值的客戶實施以客戶滿意為目標的營銷策略，通過企業(yè)級協(xié)同，有效的“發(fā)現(xiàn)、保持和留住客戶”，從而達到留住客戶、提高銷售，實現(xiàn)企業(yè)利潤最大化的目的。通過對客戶進行7P的深入分析，即客戶概況分析(Profiling)、客戶忠誠度分析(Persistency)、客戶利潤分析(Profitability)、客戶性能分析(Performance)、客戶未來分析(Prospecting)、客戶產(chǎn)品分析(Product)、客戶促銷分析(Promotion)以及改善與管理企業(yè)銷售、營銷、客戶服務(wù)和支持等與客戶關(guān)系有關(guān)的業(yè)務(wù)流程并提高各個環(huán)節(jié)的自動化程度，從而幫助企業(yè)達到縮短銷售周期、降低銷售成本、擴大銷售量、增加收入與盈利、搶占更多市場份額、尋求新的市場機會和銷售渠道，最終從根本上提升企業(yè)的核心競爭力，使得企業(yè)在當(dāng)前激烈的競爭環(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)