外文翻譯金融服務(wù)機(jī)構(gòu)的客戶關(guān)系管理

1、外文翻譯-金融服務(wù)機(jī)構(gòu)的客戶關(guān)系管理 畢業(yè)論文設(shè)計(jì)外文翻譯外文原文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 d

17、iagram is now not necessary a rich message can potentially be conveyed to a wide base of customers these newer technologies define an environment that is fundamentally different from older technologies in a number of ways and it is in this new environment orecosystem where the old rules of business

18、no longer holdthe technologies available today are different in three respects to those of the past they permit an increased connectivity capability distinctions between different technology types are blurring and technology is now interactiveconnectivity today it is relatively easy and cheap to con

19、nect to global networks resulting in the pc and mobile phone emerging as ubiquitous devices one of the consistent lessons of technological innovation is that the emergence of standards stimulates both uptake and investment and this has characterised technological developments during the 1990s it is

20、now accepted that the value of the network increases with an increase in numbers often referred to as the phenomenon of network externalitiesimagine being the first person with a fax machine or a mobile phone the value of a networked good such as a telephone or pc increased as to the square of the n

21、umber of other people in the network for example a network with a node of one has a value of nila network with two nodes has a value of onea network of three nodes has a value of threea network of 7 nodes has a value of 21 etcconvergence digital technologies themselves are converging the emerging wi

22、reless application protocol wap technology for example permits internet access using the wireless cellular network blurring further distinctions between fixed and mobile technologiesinteractivity new technology provides for true interactivity this interactive element is of crucial importance since m

23、uch business activity consists of interactions human and technical communication data gathering collaborative problem-solving negotiation indeed a recent mckinsey report suggested that 51 per cent of us and 46 per cent of german labour costs are accounted for by interactive events butler et al 1997

24、interactivity today allows the customer to shape the product or service and the supplier to learn from the customerthe effective management of information has a crucial role to play in crm information is critical for product tailoring for service innovation eg tailored websites for providing a singl

25、e and consolidated view of the customer for calculating customer lifetime value for establishing an integrated multi-channel capability yet it is not just about having better customer information and perhaps then being able to offer new services eg prompting customers to transfer money if they build

26、 up a large balance on a non-interest bearing account but also personalising the transaction the customer should be known everywhere if they phone if they go to an atm if they use the internet or if they visit a different branch this concern for consistency of service across channels is becoming a r

27、ecurring theme propagating the imperative for an integrated channelalthough a recent phenomenon the crm concept has already been extended to include the wholeenterprise in dealing with customers and ecrm where e 5 enterprise has emerged as its current manifestation research to date would suggest tha

28、t financial institutions in particular must adopt an enterprise-wide perspective with front-officebackoffice integration if they are to become truly customer-centric and capitalise on the opportunities provided by the information which this makes available to themour research has highlighted that mo

29、st financial service organisations have a rather narrow view of ecrm for some ecrm is seen as a technology solution rather than a strategy software packages are chosen to overcome the problems inherent in incompatible legacy it systems often due to merger and acquisition activity where providing a c

30、onsolidated view of customers is difficult if not impossible severely implicating frontline staff in their interactions with customers the crm solution is seen as providing the platform to provide an integrate view of the customer in other organisations the ecrm project is driven by the requirements

31、 of one function rather than as part of an overall enterprise-wide customercentric strategy in essence this manifests the fact that despite the many re-engineering initiatives that have taken place in financial services institutions over the last decade different departments within an organisation s

32、till operate as silos and consequently horizontal end-to-end customer processes are still not well understood or defined in an increasing number of organisations the crm initiative is being driven by the marketing department who see the end result of a repository of customer information and wish to

33、utilise datamining techniques seek to extract patterns from this data for marketing decision-making purposesyet european financial service institutions can deliver value from their ecrm investments but to do this they must take a broader perspective of the concept3 our research suggests that such a

34、comprehensive perspective can be captured using the acronym ecrm but where these letters denote four central concepts these concepts are e ebusiness and more importantly the integration of ebusiness activities within the framework of all existing and future commercial activitiesc channel management

35、the channel of greatest impact or economy anytime anywhere and anyone integrated and interactive channels of access and distributionr relationships real commercial relationships built on service excellence value and conveniencem management of the total enterprise total back-officefront-office proces

36、s integrationin the remainder of this paper we develop these four concepts in the context of a crm initiative while the focus is on financial services organisations many of the issues are equally relevant for other industries we illustrate how each of the four concepts is challenging traditional pla

37、yers suggesting how they might be addressedebusinessthere has been tremendous hype surrounding the concept of ebusiness4 much of it fueled by technology vendors and a media feeding frenzy the like of which has not be seen before one only has to pick up a newspaper to see the variety of e-related sto

38、ries and advertisements while there is a changing world out there it is important to maintain a sense of proportion and reality and be clear as to what it is that is changingthe word ebusiness itself is something of a misnomer the word as spoken colloquially is generally used without any real clarit

39、y in an almost flippant way as if everyone understands what it means from our experience this is not the case asking a group of managers what e-business means to them usually results in a wide variety of responsesin its current manifestation ebusiness falls into two broad categories first is the use

40、 of technology to reengineer business processes that are primarily internal to the organisation this could entail using component-based technologies to develop a new life and pensions application or developing a web-based loan processing application on the corporate intranet second it relates to the

41、 use of technology in how the organisation interfaces with business partners whether they are customers or suppliers an external focus for example enabling customers transact business over the internet or establishing a new organisational model what has been referred to as avirtual organisation venk

42、atraman and henderson1998 in reality e-business labeled initiatives in organisations generally exhibit attributes of both these categories as a preliminary perspective of ebusiness it is concerned with an organisation establishing an electronic business platform within a strategic business contextcr

43、eating this platform is somewhat similar to developing an isit strategy which many organisation have done for the last 30 years technology may be more sophisticated than it was back then but the basic premise still holds an organisation should examine technological advancements in developing its bus

44、iness strategy and articulate how technology will support its strategic thrust this however is more than mere alignment of it investments with business strategy the duality of technology is that it both enables strategies as well as creates strategiesunfortunately many organisations have mistakenly

45、sought to develop a separate ebusiness strategy in order to conquer this revolution an ebusiness strategy should not be seen as an adjunct to the business strategy but become an integral part of the business strategy we firmly believe that when the hype dies down that the e will be dropped and that

46、there will be no false distinction between business and ebusiness it will all just be considered business this inclusive strategy of the business will incorporate the opportunities provided by technology enabling the organisation to establish the electronic business platform that is fully integrated

47、 into its business model business is converging with technology and the message is no different from that of it and competitive advantage argument of the 1980s technology decisions are essentially business decisions peppard1993 see also porter and miller 1985 譯文金融服務(wù)機(jī)構(gòu)的客戶關(guān)系管理joe peppard cranfield uni

48、versity school of management uk今天許多金融服務(wù)機(jī)構(gòu)正在爭(zhēng)先恐后地變得更加以客戶為中心許多倡議的一個(gè)關(guān)鍵組成部分是客戶關(guān)系管理crm軟件的實(shí)現(xiàn)我們的研究著重指出大多數(shù)機(jī)構(gòu)對(duì)crm采取比較狹隘的看法因此好處利益是有限的雖然 第二代crm出現(xiàn)總機(jī)構(gòu)因此企業(yè)crm成功一般仍未普遍在了一種框架提出一種基于結(jié)合電子商務(wù)活動(dòng)渠道管理關(guān)系管理和 前臺(tái)辦公集成在一個(gè)客戶中心的戰(zhàn)略一個(gè)2000 elsevier科學(xué)有限公司版權(quán)所有曾幾何時(shí)零售商銀行保險(xiǎn)公司與汽車經(jīng)銷商他們的客戶了密切的關(guān)系他們知道他們的個(gè)人了解他們想要什么并滿足了他們的需要通過(guò)個(gè)人的個(gè)性化服務(wù)作為結(jié)果他們贏得忠誠(chéng)和

49、分享他們的大客戶的業(yè)務(wù)然而這是一個(gè)昂貴和低效率的制度和客戶有效資助這個(gè)支付更高的價(jià)格關(guān)系在多年來(lái)通過(guò)大規(guī)模的營(yíng)銷和增加消費(fèi)客戶的匿名性交易關(guān)系減少品種降低價(jià)格今天通過(guò)有效利用信息和通信技術(shù)現(xiàn)在這樣的權(quán)衡沒(méi)有必要組織可以向其客戶提供品種價(jià)格和個(gè)性化的服務(wù)和所有在同一時(shí)間你從來(lái)沒(méi)有航空公司乘務(wù)員門(mén)人都你是一個(gè)有價(jià)值的客戶和升級(jí)您的座位在第一類優(yōu)先到一的新年假期的旅客你的提醒您您的車服務(wù)到期一租賃公司在一個(gè)專用的線然后提出一種等待的汽車租賃你的名稱您的銀行通知您在一個(gè)不計(jì)息賬戶剩余資金這些公司正在的有關(guān)當(dāng)前和潛在客戶預(yù)測(cè)并滿足他們的需求這是客戶關(guān)系管理crm的實(shí)踐的1今天許多企業(yè)意識(shí)到crm和其潛力

50、的重要性以幫助他們實(shí)現(xiàn)并保持競(jìng)爭(zhēng)優(yōu)勢(shì)這些組織已經(jīng)改變了業(yè)務(wù)流程和建筑技術(shù)解決方案使他們能夠獲得新客戶保留現(xiàn)有的并他們的終身價(jià)值最大化雖然crm是一個(gè)最近的概念它的卻已經(jīng)有一段時(shí)間市場(chǎng)商人一直促進(jìn)與客戶密切的關(guān)系2 多年來(lái)客戶的盈利能力已被追捧意義重大一直難以確定為許多機(jī)構(gòu)的組織產(chǎn)品或通道線同樣大規(guī)模定制的概念已在近十年文獻(xiàn) 松1993然而所有本上保持理論上的概念愿望而不是一個(gè)實(shí)際或商業(yè)現(xiàn)實(shí) 今天由于信息和通信技術(shù)的進(jìn)步一一的承諾客戶價(jià)值分析和大規(guī)模定制現(xiàn)在可能的然而盡管角色這些技術(shù)的表現(xiàn)是一個(gè)技術(shù)現(xiàn)象在信息經(jīng)濟(jì)學(xué)深刻變化 見(jiàn)專欄1埃文斯和斯特1997年1999年 rayport和sviokla

51、1995一新的商業(yè)生態(tài)系統(tǒng)正在形成專欄1新經(jīng)濟(jì)信息新市場(chǎng)的特點(diǎn)是信息經(jīng)濟(jì)學(xué)傳統(tǒng)經(jīng)濟(jì)可以由豐富的信息和的消息埃文斯和斯特1997年1999年權(quán)衡訪問(wèn)和連接這意味著有客戶企業(yè)連接并它有多少產(chǎn)品可以提供給那些客戶豐富的可給予顧客深度和信息以及收集有關(guān)客戶深度和細(xì)節(jié)信息傳統(tǒng)經(jīng)濟(jì)學(xué)的信息決定了豐富的對(duì)話信息只能達(dá)到在有限的觀眾定制化和交互性例如傳統(tǒng)的推銷通常包括介紹也許納入視頻和其他客戶的證詞 可在互動(dòng)提出問(wèn)題和回答如今尖端技術(shù)互聯(lián)網(wǎng)數(shù)字電視和無(wú)線電信意味著這種權(quán)衡說(shuō)明了上圖的曲線現(xiàn)在是沒(méi)有必要的豐富的信息可能被轉(zhuǎn)達(dá)給廣大客戶這些新技術(shù)定義根本不同的環(huán)境它是舊的業(yè)務(wù)規(guī)則新環(huán)境或 生態(tài)系統(tǒng)當(dāng)今技術(shù)不同過(guò)去的在三個(gè)方面他們準(zhǔn)許更多的連接能力 區(qū)別不同技術(shù)類型模糊和技術(shù)現(xiàn)在互動(dòng)連通性今天它是相對(duì)容易和廉價(jià)連接到全球造成個(gè)人電腦和移動(dòng)電話正在成為無(wú)處不在的設(shè)備其中一個(gè)技術(shù)創(chuàng)新的經(jīng)驗(yàn)教訓(xùn)是標(biāo)準(zhǔn)的出現(xiàn)同時(shí)刺激吸收和投資這在20世紀(jì)90年代技術(shù)發(fā)展的特點(diǎn)現(xiàn)在接受在數(shù)量上增加網(wǎng)絡(luò)增加值常常被稱為網(wǎng)絡(luò)外部性現(xiàn)象想象一下第一人如電話或電腦增加的網(wǎng)絡(luò)中的其他人數(shù)平方 例如個(gè)節(jié)點(diǎn)網(wǎng)絡(luò)個(gè)零值 有個(gè)節(jié)點(diǎn)的網(wǎng)絡(luò)個(gè)價(jià)值 個(gè)節(jié)點(diǎn)的網(wǎng)絡(luò)有個(gè)值 7節(jié)點(diǎn)的網(wǎng)絡(luò)有21個(gè)值等收斂性數(shù)字技術(shù)本身相互融合新興的無(wú)線應(yīng)用協(xié)議wap技術(shù)例如允許使用互聯(lián)網(wǎng)接入無(wú)線蜂窩網(wǎng)絡(luò)進(jìn)一步模糊區(qū)別固定和移動(dòng)的技術(shù)交互性新技術(shù)提供了真實(shí)交互