文档介绍：毕业论文(设计)
外文翻译
外文原文
Customer Relationship Management (CRM) in Financial Services
JOE PEPPARD, Cranfield University School of Management, UK
Today, many financial anisations are rushing to e more customer focused. A ponent of many initiatives is the implementation of Customer 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 anisation (hence Enterprise CRM), ess in general has still not been widespread. In the paper, a framework is presented which is based on incorporating ebusiness activities, channel management,relationship management and backoffice/front-office integration within a customer centric strategy. ã 2000 Elsevier Science Ltd. All rights reserved
Once upon a time retailers, banks, panies 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 costly 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 prices.
Today, through the effective use of information munications 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 class in preference to a once-a-year holiday traveler. Your garage reminds you that your car is due for service. A car pany takes your reservation on a dedicated line, then presents you with a waiting rental plete with y