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CRMʧI(y)Ի ͑Խ

Dale Buss 2005/03/25

ʧCRMI(y)c͑ڃɂpyԌԒ

һPڿ͑Pϵ(CRM)оó˃ɂYՓ͑PϵȻδϢgͶYTI^ȥһΕrgȣI(y)ͶCRMϵĔ(sh)ʮ|ԪеĺܴһֱM

{ԇDCRMʧ{rˁI(y)ďʧCRM f^@lҰɡ·@ӵʧֻһ{T

I(y)ȻԸJCRM]жٳЧ䮔ڷdzŬȥһM˺ÎװfԪĕrRich HebertfISKYһҞ͹˾ṩķյĹ˾CEOCRMѳɞĿе`

M@ЩCRMʧͶY_7λ(sh)I(y)s^ȥʳʳƷ˾(Hershey)ɹʩERP֮ʹfʥ(ji)֮ǰǹ̈؛@ǿԵAýw^l„CRMĆ}syl(f)F(xin)ҲSI(y)ĵĆTʧȥһνNۮaƷͷյęC^]Ñ@ҪĮaƷǐ˿͑^I(y)ɰN۲wڲ_Јh(hun)^}ʼKǿ^ڵMetaFо55%~75%CRMĿ]ɼȶĿ҂ҵˎ׼Ը⹫_ԼCRM(jng)vĹ˾һЩܵCRMʧ_Ĺ¡



1994ͨ܇ڷչ˾(General Motors Acceptance Corp)̘I(y)ѺI(y)(GMACCM)ֳɪ˾rֻ50|ԪĵѺYaF(xin)Ya^1000|ԪGMACCMɹԭ֮һǰјI(y)սMITƽ_oĩ,ͶY300fԪJļ(sh)ֻҿԿȫ򷶇Ȼ͡@ƽ_ʹGMACCMṩЧĿ͑J]һ̘I(y)Ѻc҂ͬļgͶYGMACCMĈ(zh)иMike Lipsonf

GMACCMITĿČʩͨ䌍úCRMsɞһKyеĹ^CIO Niraj Patel͹˾I˶CRMܸõס͑ЈÓfGMACCMՈA(PwC)OӋ͑PϵwϵPatelf҂ĿߵԄӻ͸ߵЧԼ׌ĆTĿ͑и˽⡣A҂Ŀ͑ȺďsԮa˸Եe`ⲢЕr}F(xin)(AѱIBMُԸuՓ)

GMACCMĿ͑sLipsonጵƽJ~300fԪС10fԪҲд16|ԪJĿ͑κο͑пܽo҂Ԓԃϵ˾µTijͨT

CRMϵy(tng)ͬķʽеĿ͑@ܲáPatelfԃ]Ќ҂F(xin)еĿ͑Y|ɣfš܁턝ֻֿ͑شJ}ĘI(y)մ̎JՆ}ĘI(y)մM˅^(q)֡҂CRMϵy(tng)(jng)^@ӵġޡo҂ԒĿ͑회GMACCMȲĿ͑սY˽ŕ֪lܻشĆ}ȻȥҌIJT

PwChGMACCMԇЧʸߡɱ͵Ԅӑϵy(tng)شMĿ͑ԃGMACCMbһ׏sZϵy(tng)O\D҂l(f)F(xin)99%Ŀֱ͑Ӱx˹ϯֱӽՄLipsonfM܂yеĿ͑ԸԒϰһL(sh)ֲԃ~Ϣɮԃ̘I(y)JrsԸ@ô


Ďׂ҂2f͑еĴ(sh)o҂Ԓr˳Lipsonf鹥҂INߵ^ڹӋɴˎēpʧrfܶ҂ǐ˿͑Ը^m(x)ͬ҂I(y)ȲԹҲܶJĆTfGʧ͑҂ķղMGMACCMCRMϵy(tng)ēpʧLipson회ޡ^ϵy(tng)ٴMСޡ

LipsonژI(y)մĎȡԄӑϵy(tng)ְծaƷؽM˿͑\wϵ͑ɽJ҂oһ800ԒָԷ䌢“(lin)ϵ⣬Lipson߀ӏ˿͑ĵĆT͂һзخa(jng)ĘI(y)մ

KLipsonц}Qf҂ ԽԽԿ͑̓ȲٝPһڿ͑ͶVϵĕrgҲԽԽ

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W˹(Owens Corning)һƵؔ500˾λڶݵɺӰ߅o90ڣڹ˾ܘ^Ŀ͑ஔyr˾ُ˺ܶС˾ԔUչϵy(tng)aƷͬr˾ߌ_ʼOӋ˾Ҿӌҵ¶λҵ@ЩUչ˿͑wϵďVͶӴλ(jng)ͬһ͑Ϣڎׂ(sh)(j)лy؏ÿϢ½MڲͬĮaƷ֮yϵy(tng)韩84 Lumber˾ǿ픮aƷ͸aƷĴ͑Ć}Ҳo҂@˻y

һƵṩ~[ϵĂy(tng)˾˾Ҳвͬđ(zhn)ԃ(yu)ݡһpĽ(jng)CRMԎʲôQȥ(jng)킃Ոһ헻𲢫@Mԇc

MCRMÿοȥҪȡMչrһԇcĿڲm픮aƷyԇ^MCRMģ͜yԇ@Ŀ鿵˾Qȫ򷶇ȿƳԓaƷR\

1997ȲCRM֧߂֪ȫ˾Ŀ͑һݞ3ľVIӋһ7λ(sh)ֵľCA@ӋȡԭČ헻

҂AڃȰӋȥϣܱʡYA㱻pһKKʵAֻ\҂ǰ_ʼʩԇcĿһλo90󲿷֕rgڿĆTRichard Kavermanؑ1999҂CRMˮƽ1992һӵ

󲿷֑ԓͶ뵽CRMϵA㱻ŲõERPĿȥ@Ŀýy(tng)һƽ_ȡ˿ԭ200ͬӋCϵy(tng)֧ȫزͬI(y)ղT\ERPĿm(x)7M2800fԪ

ȰȣȰуȲλ\ÿɿЧ󣬲ܿ]K˿͑Ԅӻ˾F(xin)CIO David JohnsfоںĘI(y)ϵy(tng)˕rCRM]Ѓ(yu)ǰЈO(jin)Steve Smootf

JohnsJCRMĹĴߴ_кõԸR܇RǰˣCRMھW(wng)ϺͿ͑^ҲJԓPעֻ͑^׌Ȳ\Dø

ԏ^فԒ҂ĕrgо͑Ȼǃٻص˾Ȳ„Diamond ClusterHԃ˾John SviokiafCRMĿԓоl(f)F(xin)ص_ʼ@헹漰˾I(y)յOӋ(yu)Ĺ˾@һc


2001ERPĿɹ_ʼڻ“(lin)W(wng)ϏĽӼҌҡļͥծaƷ_ʼʩ͑„̎Ŀѽ(jng)eʧ˺ܶrgһλ^˾CRMf˾ѽ(jng)oӋЛ]ЌʩCRMēpʧǶ

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˹(Perseus)˾RCRMҪһ?gu)˾OӋ\͑{Ĺ˾Ǐijۃrֵ179Ԫ{ܛҵ͓ܿһL͑ΣĴ˾ͥǹ˾˶æOӋһ汾ܛNۣڛ]˰ѿ͑ӛϢDƵһPϵ˾COO Jeff Henningf͑є(sh)(j)ṩo҂҂s]κ̎

1999꣬HenningR˹Ҫ͑MиõظۙĿ͑cgֲ֧T򽻵⣬c˾Tg]κν@ʹù˾ʧȥ˺ܶCЩԒɆ}˳ܛęCHenning͹˾CEO Richard NadlerQُIEpicor˾CRMģKClientele

˼hNadlerHenningڰClienteleɵ˾F(xin)ITϵy(tng)Ӌ]Epicor˾]ڃ䌍ֻ໨fԪ҂ԞĮaƷdz҂vɲy҂]fCRMϵy(tng)_҂һܛ_l(f)˾Henningؑf҂ȡMÿ҂ȫԼܿ˹MClienteleɵļgֽ֧(jng)ײω˾NˆTӆΕryԅf(xi){F(xin)бClienteleҪ±ׂ^ȥ˹ĆTȻClientele]brһܺͿ͑Mнcͬr˾ĸɹ،ʩCRMĿЈռ

^~˹ЈTÿܶҪ˹ѹ˾(sh)(j)еĎǧÑ(sh)(j)Ȼĸo͑l(f)]Ñ30MԇҪ˵͑ҵؓ؟gֵ֧ĆTr@ЩT^]Ŀ͑Ϣ҂(jng)ҪLrgشÑُIˎׂܛSCӆεĠB(ti)εĺΆ}Henningf

2001ǡITИI(y)˹Ҳ]ôæµHenning_ʼЕrgԼCRM˼·ƸՈһȲ(sh)(j)(jng)John Bowens ̹˾ĆTʹÃǰbCRMϵy(tng)

CRM\D҂MLI(y)500HenningД^ȥ҂ĘI(y)뱾ԓÿ30%L

ChinaByte(e.chinabyte.com)gԡContexts־


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