客户关系管理系统-----外文资料翻译.doc

西安文理学院 软件学院 本科毕业设计(论文)外文资料翻译 题 目 基于ESB的CRM客户关系管理系统设计与实现 专 业 软件工程 班 级 08级一班 学 号 14102080119 姓 名 苗根根 指导教师 汪少祥 2012年 3月9日 Critical factors for customer relationship management 1.Introduction Within the present business environment, characterized by an increasingly aggressive competence, the battle to win customers is stronger every day. Companies that enter to compete in a new market weaken the already existing and solid ones, due to the new ways of doing and conceiving businesses. One of the factors that have driven all these changes is the constant change and the evolution of technology. Because of this reality, the CRM concept has evolved in such a way that nowadays it must be viewed as a strategy to maintain a long-term relationship with the customers. Further to the knowledge and implications that surround a CRM, one of the main problems is that no model exists to guide companies in the implementation of this type of strategy. Each company is different, has its own culture and business processes, etc. Consequently, it is important not to consider CRM as a magical solution that will solve all the company’s problems. On the contrary, it must be studied to know its benefits and impacts for the organization. The implementation of this strategy requires hard work to be successful. When managing the transition to a customer-centric organization, it is mandatory to develop the capabilities to acquire the necessary resources, knowledge, and tools to meet customer’s requirements with the appropriate products and services. Unfortunately, many organizations, especially financial ones, have a product-oriented culture which could be inconsistent with the customer’s expectations. These organiz