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1、外文翻译-金融服务机构的客户关系管理 毕业论文设计外文翻译外文原文Customer Relationship Management CRM in Financial ServicesJOE PEPPARD Cranfield University School of Management UKToday many financial services organisations are rushing to become more customer focused A key component of many initiatives is the implementation of Cust
2、omer Relationship Management CRM software Our research has highlighted that most institutions take a rather narrow view of CRM and as such benefits have been limited While second generation CRM has emerged to embrace the total organisation hence Enterprise CRM success in general has still not been w
3、idespread In the paper a framework is presented which is based on incorporating ebusiness activities channel managementrelationship management and backofficefront-office integration within a customer centric strategy 2000 Elsevier Science Ltd All rights reservedOnce upon a time retailers banks insur
4、ance companies and car dealers had a close relationship with their customers They often knew them individually understood what they wanted and satisfied their needs through personal customised service As a result they earned loyalty and a large share of their customers business This however was a co
5、stly and inefficient system and customers effectively subsidised this relationship by paying higher prices Over the years through mass marketing and increased consumerism customers traded relationships for anonymity reduced variety and lower pricesToday through the effective use of information and c
6、ommunications technology such a tradeoff is now not necessary organisations can offer their customers variety lower prices and personalised service and all at the same time An airline gate attendant whom you have never set eyes on knows you are a valuable customer and upgrades your seat to first cla
7、ss in preference to a once-a-year holiday traveler Your garage reminds you that your car is due for service A car hire company takes your reservation on a dedicated line then presents you with a waiting rental car complete with your name in lights when you arrive at your destination Your bank inform
8、s you that you have excess funds in a non-interest bearing accountThese companies are practicing elements of an approach to marketing that uses continuously refined information about current and potential customers to anticipate and respond to their needs This is the practice of Customer Relationshi
9、p Management CRM 1 Many businesses today realise the importance of CRM and its potential to help them achieve and sustain a competitive edge These organisations are already changing their business processes and building technology solutions that enable them to acquire new customers retain existing o
10、nes and imise their lifetime valueAlthough CRM is a recent concept its tenets have been around for some time Marketeers have always promoted close relationships with customers2 Customer profitability has been touted as significant for many years but has been difficult to determine as many institutio
11、ns are organised along product or channel lines as opposed to customer Similarly the concept of mass customisation has been in the literature for nearly a decade Pine 1993 However all have remained essentially theoretical concepts aspirations rather than a practical or commercial reality Today due t
12、o advances in information and communications technology the promise of one-to-one relationships customer-value analysis and mass customisation are now possible Yet despite the role of technology these manifestations are less of a technological phenomenon than a profound change in the economics of in
13、formation see Box 1 Evans and Wurster 1997 1999 Rayport and Sviokla 1995 A new business ecosystem is emergingBOX 1 THE NEW ECONOMICS OF INFORMATIONThe new marketplace is characterised by a change in the economics of information The traditional economics of information can be represented by a tradeof
14、f between the richness of information and reach of message Evans and Wurster 1997 1999 Reach is about access and connection it means how many customers a business can connect with and how many products it can offer to those customers Richness is the depth and detail of information that can be given
15、to customers as well as the depth and detail of the information collected about customers The conventional economics of information dictates that information rich in dialogue customisation and interactivity can only reach a limited audience For example the traditional sales pitch to a client usually
16、 includes a presentation perhaps incorporating video and other client testimonies questions can be posed and answered in an interactive sessionToday sophisticated technologies like the Internet Digital TV and wireless telecommunications mean that this tradeoff illustrated by the curve in the above diagram is now not necessary A rich message can potentially be conveyed to a wide base of customers These newer technologies defi
