首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
• Read the article below about business and customers and the questions on the opposite page. • For each question 13-18, mark on
• Read the article below about business and customers and the questions on the opposite page. • For each question 13-18, mark on
admin
2014-03-03
41
问题
• Read the article below about business and customers and the questions on the opposite page.
• For each question 13-18, mark one letter (A, B, C or D)on your Answer Sheet for the answer you choose.
Focus on Your Customer
If you think of the most successful companies around the world -- GM, Wal-Mart, IBM, etc. -- they all have one thing in common: loyal customers. It can cost ten to twenty times as much to acquire a customer as to retain one, so it’s easy to understand why customer relationship management is such a hot concept. But, while everyone understands CRM is a good thing, putting a CRM strategy together isn’t easy. The place to start? A customer-driven business model.
A customer-driven business model is the most prudent method of ensuring customer loyalty because it fosters a better relationship with new and existing customers. Others such as market, price, cost or e-commerce-driven business models may generate profits, but fall short of sustaining a loyal customer base. At the heart of customer-driven business model is a clear understanding of the customer -- not just customer trends (although this is useful information, too), but the buying habits and history of every one of your customers. This 360-degree view provides analytics from multiple channels (direct, web, fax, E-mail, call center, sales/marketing) and consolidates into a common repository. Monitoring buying habits and tracking market dynamics lets you more effectively market new and existing products and services.
If you think this is a daunting task, you aren’t alone. Because most enterprises don’t have a consolidated view of their customers, obtaining customer profit and cost information is often a Herculean effort.
Implementing a CRM solution is usually a huge project with a high probability of failure. Some analysts suggest most businesses underestimate the cost of a CRM Implementation by 40~75 percent. In fact, a successful CRM will interface with ERP systems to provide integration with all customer interactions such as order processing, billing. Also, CRM strategies must include commitment and sponsorship from senior management, as it should be deemed a strategic investment that is implemented incrementally and evolutionary.
Understanding critical success factors, such as those listed in the "Key to CRM Success" sidebar, mitigates the risks. First, start with a cultural change that focuses on a customer-centric business strategy. Make sure your organization is well aware of the high cost of customer attrition and is focused on improving retention, increasing loyalty. Understanding and broadcasting the cost of acquiring new customers versus fostering existing relationships.
Second, focus on an enterprise view of the customer that encompasses all customer data, such as communication history, purchasing behaviors, channel preferences, demographics, etc. Understand your customers’ preferred channels and determine if there’s some way to optimize them.
Adopt a flexible architecture that will expand with your business -- this is true with any IT project. Never deploy a strategic, costly solution using the big-bang approach. Always take an incremental, evolutionary, or iterative approach. The impact to your organization can be significant, thus, proceed slowly and ensure the returns on investment measures are in place.
According to the writer, a CRM implementation fails because
选项
A、the project is too large.
B、it involves strategic investment.
C、the implementation is too integrated.
D、there is inadequate funds.
答案
D
解析
转载请注明原文地址:https://jikaoti.com/ti/L1TYFFFM
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
—Youwillhearfivespeakerstalkingaboutbusinesstrips.—Foreachrecording,choosethereasonthespeakergivesforthetr
—Youwillhearfivespeakerstalkingaboutbusinesstrips.—Foreachrecording,choosethereasonthespeakergivesforthetr
—Lookatthenotesbelow.—Youwillhearawomantelephoningaboutarecruitmentdrive.—staffneededduetogrowthin【9】__
—Lookatthenotesbelow.—Youwillhearamantelephoningtoaskaboutarecenttrainingsession.NotesOutcomesof
—Lookatthenotesbelow.—Youwillhearamantelephoningtoaskaboutarecenttrainingsession.NotesOutcomesof
—Lookatthenotesbelow.—Youwillhearananswerphonemessageaboutarrangementsforabusinesstrip.ConversationOne—Loo
LookatformbelowYouwillhearaphoneinterviewSystemofcompany:(9)______system.Thepersonwhoapplysforthe
Forquestions18-22,choosetheopinionorintentionexpressedWriteoneletter(A-H)nexttothenumberoftherecording.Donot
随机试题
公信原则的目的是使社会公众相信物权的效力。()
有关巩膜的描述,正确的是
压杆下端固定,上端与水平弹簧相连,如图5-119所示,则压杆长度因数μ的范围为()。
下列关于照明灯具的设置要求的说法中,错误的是()。
原假设H0:某生产过程的不合格品率不大于p0,则第二类错误指的是()。
根据我国《教师法》的规定,下列选项中不属于教师在教学过程中应当履行的义务的是()。
研究“基本”粒子,须借助极高的能量。欲知物质的微观结构.首先得变革微观物质,即得想办法把氢原子、原子核以及质子、中子等这些小粒子打碎,使它们的内部结构和各种性质暴露出来。对“物质的微观结构”与“微观物质”解说正确的一项是()。
属于公安机关紧急状态处置权的是()。
下列哪个选项中的图形能够折叠成完整封闭的立体几何结构?
“知之者不如好之者,好之者不如乐之者”,这一论述强调的学习动机类型是
最新回复
(
0
)