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1、CUSTOMERRELATIONSHIPMANAGEMENTGENERATINGSHAREHOLDERVALUETHROUGHCUSTOMERRELATIONSHIPMANAGEMENTCustomerRelationshipManagement(CRM),simplydefined,isAccordingtoanalystRodJohnsonintheAMRthecreationofshareholdervaluefromcustomers.ThesuccessResearchreportonCustomerManagement,Fe
2、bruary,2001,ofanorganizationstilldependsoncompetitiveadvantage.“aneffectiveCRMimplementationoffersoneofthebestThedifferenceintoday’sbusinessenvironmentisthatopportunitiestodeliverROIofanymajorapplicationcompetitiveadvantageisnolongerbasedonacompany’sproducts.Instead,com
3、petitiveadvantageisbasedonattractinginvestment,becauseofthetightconnectionwiththeprofitablecustomersthroughdifferentiatedcustomerbusinessprocessesthatdriverevenuegrowth,customerexperiences.SuccessfulCRMinitiativesaimtoimprovesatisfaction,andcosts.”shareholderearningsbyat
4、tracting,retaining,andnurturingthetypesofprofitablecustomersthatgeneratelong-termbusinessvalue.Today,organizationsgaincompetitiveadvantagenotthroughtheirproducts,butthroughexceedingtheircustomers’Theenvironmentinwhichorganizationscreateshareholderexpectations,whichmustst
5、artbyunderstandingwhotheirreturnisinconstantfluxasitisinfluencedbyeconomic,customersare.Anorganizationthatconsistentlycollectsandpolitical,andtechnologicalfactors.Suchfactorsdictateourconvertscustomerintelligenceintoadifferentiated,globalcompetitivelandscape.Overthelasttw
6、odecades,thesepersonalized,andhigh-qualitycustomerexperiencewillenjoyfactorshavedrivenafundamentalshiftfromaproduct-profitablecustomerbehavior.Asanorganizationconsistentlycentered,supply-basedeconomytoacustomer-centered,createsanddeliversvalueforitscustomers,itbuilds“cus
7、tomerdemand-basedeconomy.Duringthistime,processrelationshipequity”thatcandirectlytranslateintosustainablereengineeringandtotalqualitymanagement(TQM)fueledrevenueandimprovedprofitability.shareholdervaluebyrealizingeconomiesinproductionandallowingacompanytodifferentiateits
8、elfbyprovidinghighENSURINGRETURNONINVESTMENTFORCRMquality,readilyaccessibleproductsatcompetitiveprices.Withthi
