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 focus on customer, and the questions on the opposite page. For each question(13-18), mark one lette
Read the article below about focus on customer, and the questions on the opposite page. For each question(13-18), mark one lette
admin
2013-08-03
98
问题
Read the article below about focus on customer, and the questions on the opposite page.
For each question(13-18), mark one letter(A, B, C or D)on your Answer Sheet.
Focus on Your Customer
If you think of the most successful companies a-round 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 evolutionarily.
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 behaviours, 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.
What is the key factor of reducing the risk of a CRM solution?
选项
A、complete customer files
B、retention of customers
C、good relationship with customers
D、broad preferred channels
答案
B
解析
从文中第五段“Make sure yourorganization is well aware of the high cost ofcustomer attrition and focuses on improvingretention,increasing loyalty.”可知,确保你的组织充分意识到留住顾客,增强诚信的重要性,retention与选项B中为重复关键词。
转载请注明原文地址:https://kaotiyun.com/show/0foO777K
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
Theinterview--about3minutesInthispartinterlocutorasksquestionstoeachofthecandidatesinturn.Youinthisparthave
WhatdoesKatherinedislikeaboutthecourse?Shepredictsthatbusinesseswillincreasinglyneedtorespondto
—Youwillhearfivespeakerstalkingaboutbusinesstrips.—Foreachrecording,choosethereasonthespeakergivesforthetr
HowtoapproachListeningTestPartTwo•Thispartisintwosections.Ineachsectionyoulistentofiveshortmonologues,spo
HowtoapproachListeningTestPartTwo•Thispartisintwosections.Ineachsectionyoulistentofiveshortmonologues,spo
HowtoapproachListeningTestPartOne•Thispartisinthreesections.Ineachsectionyoulistentoatelephoneconversation
HowtoapproachListeningTestPartTwo•Thispartisintwosections.Ineachsectionyoulistentofiveshortmonologues,spo
—Readthearticleaboutchoosinganagent.—Inmostofthelines34~45thereisoneextraword.Itiseithergrammaticallyincor
ReadthearticlebelowaboutthecentralproblemofEconomics.Choosethebestwordtofilleachgap,fromA,B,CorD.Foreac
随机试题
临床上抢救中度有机磷酸酯类中毒的药物是
精蛋白锌胰岛素作用持久的原因是()。
急性枕骨大孔疝应首先采取的措施是()
房地产状况调整可分为()。
精密工程施工测量1)高速铁路CPⅢ控制网对于采用高速铁路设计的城际铁路而言,CPⅢ控制网测量精度的程度直接决定着铁路运行的时效性、舒适度及平稳度,因此对CPⅢ控制网的测量精度要求很高。而影响高速铁路CPⅢ控制网测设精度的环节较多,由于要求精度高,任何一
账务处理程序是指()相结合的方式。
下列有关注册会计师的专家的说法中,正确的是()。
在表设计器中设置的索引包含在( )。
计时器事件之间的间隔通过【】属性设置。
Whathappenedtotheshopinonemonth?
最新回复
(
0
)