文档介绍：毕业论文(设计)
外文翻译
The Evolution of CRM
—How CRM’s evolution is relevant to the value of today’s CRM initiatives
The concepts that define Customer Relationship Management (CRM) today have developed over more than a decade, stemming from very pragmatic and simple beginnings. The advancements through the years were driven by changing market needs, maturity of the business concepts from a critical mass of new ideas, and advances in technical approaches and architectures. This chapter presents the evolution of CRM based on the value achieved by those who undertook the effort. There are four recognizable stages that are important to understand along the progression, as outlined in Figure 1-1.
• Individual CRM. Simple approaches and siloed information that provide value by giving access to customer-related data. This section identifies where CRM’s roots formed and how they are still relevant as the basis for many of today’s CRM initiatives.
• Departmental CRM. Moving beyond individual, disconnected sources of information to solutions that consolidate departmental customer information and automate business processes. This section examines the move to three different departmental solutions for consolidating customer-related information and the automation of departmental processes.
• The CRM Suite. Crossing departmental boundaries to provide a 360-degree view of the customer throughout anization. This section presents the consolidation of the Departmental CRM solutions and the benefits provided to all departments.
• Beyond CRM Boundaries. Broad use of CRM as ponent of a mature business
architecture pushes the boundaries of CRM as an application framework. This section
discusses the maturation of CRM concepts and technology together to go beyond the
boundaries of CRM and pass other business relationships.
Figure 1-1. Stages of CRM’s evolution
These stages are important for reasons outside of historical interest. First, it is important to understand what CRM is an