電子客戶關(guān)系管理（e-CRM）
1介紹
今天在線企業(yè)和電子商務(wù)世界己經(jīng)競(jìng)爭(zhēng)激烈．我們常常很難將某個(gè)在線企業(yè)與其競(jìng)爭(zhēng)對(duì)手區(qū)分開(kāi)來(lái)為用戶提供方便的、個(gè)性化的完美服務(wù)．這對(duì)許多在線企業(yè)的成功與分化起到了關(guān)鍵作用。通過(guò)有效地溝通和傳送產(chǎn)品、服務(wù)、信息以及客戶問(wèn)題、要求和需要的解決之道，CRM專注于為客戶提供和保持優(yōu)質(zhì)服務(wù)。CRM可以包括呼叫處理（從國(guó)外客戶和服務(wù)代表打來(lái)的與打往國(guó)外的電話留存），銷售跟蹤〔所有銷售的跟蹤與記錄）和交易支持（用于處理商務(wù)交易的技術(shù)和人員）及其他功能。eCRM是CRM在電子商務(wù)戰(zhàn)略中的應(yīng)用，包括對(duì)客戶經(jīng)驗(yàn)及其與網(wǎng)站、呼叫中心或任何其他客戶聯(lián)系電子商務(wù)方式相互作用的個(gè)性化和用戶化。iCRM這個(gè)術(shù)語(yǔ)可與eCRM交替用于電子商務(wù)客戶關(guān)系管理。為了提供高質(zhì)量的CRM，公司必須制定具有明確目標(biāo)的計(jì)劃，并與市場(chǎng)和信息技術(shù)部門(mén)合作執(zhí)行該計(jì)劃。企業(yè)分析師應(yīng)該審查計(jì)劃的所有細(xì)節(jié)和數(shù)據(jù)，如費(fèi)用下降或客戶抱怨增加，以定義CRM系統(tǒng)。
eCRM對(duì)在線企業(yè)的成功必不可少，因?yàn)樯碳遗c客戶間的關(guān)系是疏遠(yuǎn)的，你可能從未看到過(guò)或是與對(duì)方講過(guò)話。因此。建立井保持這種關(guān)系，更多地了解對(duì)方非常重要。這種關(guān)系能使客戶回頭重復(fù)購(gòu)買。留住現(xiàn)有客戶比開(kāi)發(fā)新客戶要便宜得多。
2.跟蹤與分析數(shù)據(jù)
在線廣告商、在線團(tuán)體及在線企業(yè)用于跟蹤訪問(wèn)客戶行為的一個(gè)基本方法是租賃跟蹤設(shè)備。通過(guò)記錄文件分析、數(shù)據(jù)挖掘、客戶注冊(cè)、網(wǎng)頁(yè)Cookie和其他設(shè)備收集的數(shù)據(jù)，隨著時(shí)間的推移，能用于訪問(wèn)客戶經(jīng)驗(yàn)個(gè)性化，找出客戶使用趨勢(shì)．檢驗(yàn)網(wǎng)站的效力。這此跟蹤設(shè)備將在下面的分節(jié)里詳細(xì)說(shuō)明。正確的數(shù)據(jù)分析和響應(yīng)措施的落實(shí)，能用于增加市場(chǎng)競(jìng)爭(zhēng)力，帶來(lái)顧客更大程度的滿意。
廣告客戶與網(wǎng)站擁有者可使用ID卡、標(biāo)識(shí)廣告點(diǎn)擊和Web bug（網(wǎng)絡(luò)竊聽(tīng)程序）跟蹤訪客。ID卡能使信息從網(wǎng)站傳送到你的電腦。不包括你的姓名與電子郵箱地址。對(duì)你的計(jì)算機(jī)檢索信息而言，只有你網(wǎng)上個(gè)人電腦的數(shù)字地址在網(wǎng)絡(luò)上瀏覽器和操作系統(tǒng)是必不可少的。
Electronic customer relations management (e-CRM)
1 introduction
Today the on-line enterprise and electronic commerce world oneself very difficultly if the competitor differentiated frequently after competition intense. us some on-line enterprise provides the convenience, personalization perfect service. this for the user and splits up to many on-line enterprises' successes to the key function. Through effectively the communication and the transmission product, the service, the information as well as the customer question, request Solution which and needs, CRM to concentrate in for the customer provides with the maintenance high-quality service. CRM may include the call processing (hits from overseas customer and service representative with hits preserves toward overseas telephone), the sales track [ all sales track and the recording) and the transaction support (use in processing commercial transaction technology and personnel) and other functions. ECRM is CRM in the electronic commerce strategy application, including to the customer experience and its the personalization and the user which with the website, the call center or any other customer relation electronic commerce ways affects mutually. ICRM this terminology may use in turn with eCRM the electronic commerce customer relations management. In order to provide high grade CRM, the company must formulate has is clear about the goal the plan, and carries out this plan with the market and the information technology department cooperation. The enterprise analysts should examine the plan all details and the data, like the expense drops or the customer complains increases, by defines the CRM system.