文档介绍：毕业论文(设计)
外文翻译
A Framework for Understanding Customer Relationship Management Systems
Graeme Shanks
Department of Information Systems, The University of Melbourne, Australia
Ilona Jagielska
Caulfield School of Information Technology, Monash University, Australia
Malini Jayaganesh
Department of Information Systems, The University of Melbourne, Australia
paper presents a structured framework for understanding the benefits of CRM systems. The framework prised of a set of benefits grouped into categories with empirical indicators and example metrics. The framework provides researchers with a systematic approach for exploring CRM system benefits and provides a sound base for further empirical research. It also provides practitioners with a means of defining objectives for CRM projects during specification of the business case and for conducting post-implementation reviews.
Keywords: customer relationship management, CRM system benefits
I. INTRODUCTION
Customer relationship management (CRM) is concerned with the business processes and enabling technologies that focus on managing and improving relationships with customers in the areas of sales, marketing, and customer support and service. CRM systems consist of operational and analytical ponents as well as relationship marketing strategies and supporting, customer-centric business processes . Although CRM systems were initially designed to help solve operational and tactical problems, they have since evolved to support strategic initiatives and are used by a variety of employees, from front office staff to senior managers. panies move into the new consumer-driven economy, customers are their most important asset and their ess in the globalized economy depends on effective customer relationships .
CRM systems are perceived as important strategic imperatives , with investment forecasts predicting that global spending on these systems is expected to increase over ing years . The worldwide CRM applic