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
77
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
Inthispart,theinterlocutorasksquestionstoeachofthecandidatesinturn.Youhavetogiveinformationaboutyourselfand
Inthispartofthetestyouareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseonetopicfromthetwobelow
Minipresentations--about6minutesInthispartofthetestyouareaskedtogiveashorttalkonabusinesstopic.Youhaveto
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Whatisimportantwhen...?Motivatingstaff-Financialbenefits-Careerdevelopmentopportunities--
HowtoapproachListeningTestPartTwo•Thispartisintwosections,Ineachsectionyoulistentofiveshortmonologues,spo
—Readthearticleaboutchoosinganagent.—Inmostofthelines34~45thereisoneextraword.Itiseithergrammaticallyincor
—Readthearticleaboutchoosinganagent.—Inmostofthelines34~45thereisoneextraword.Itiseithergrammaticallyincor
—Readthetextbelowaboutjobadvertisement.—Inmostofthelines41-52thereisoneextraword.Itiseithergrammaticallyin
—Readthetextbelowaboutjobadvertisement.—Inmostofthelines41-52thereisoneextraword.Itiseithergrammaticallyin
随机试题
___________存储有关应用的设计模板信息的幻灯片,包括字形、占位符大小或位置、背景设计和配色方案。
可引起流泪的疾病有
根据国家现行有关规定,下列关于建设项目开工的表述中,正确的是( )。
检验批及分项工程应由()组织施工单位项目专业质量(技术)负责人等进行验收。
定期存款属于()货币层次。
某商业银行大量卖出公司债券、买入国债,此举可以有效()。
2009年10月6日,诺贝尔奖评审委员会宣布,因对光纤通讯研究有重大贡献,()与美国科学家史密斯和博伊尔分享2009年的诺贝尔物理学奖。
20世纪70年代,在世界新发现的大油田中,海上油田有31个,约占51.7%。在新增加的地质储量中,海洋占42%。海上钻井平台总数为7021座,其中美国有1079座,委内瑞拉有5033座,苏联有840座。1977年,近海油田有500个,产量4.6亿吨,占世界
某县人民法院审理一民事案件过程中,要求县移动通信营业部提供某通信用户的电话详单。根据我国宪法规定,下列说法何者为正确?
在日本,提出废除中央集权制,实行地方分权;采用六三三四制,义务教育年限由六年延长到九年;男女儿童教育机会均等,一律实行男女同校制的是()
最新回复
(
0
)