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
91
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 article, to get customer information is considered to be
选项
A、an effective marketing method.
B、easier if the company adopts a customer-driven business model.
C、an impossible task to accomplish by many companies.
D、difficult for a company writer an integrated view of customers.
答案
B
解析
转载请注明原文地址:https://kaotiyun.com/show/NMoO777K
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
—Lookatthenotesbelow.—Youwillhearawomantelephoningaboutarecruitmentdrive.—staffneededduetogrowthin【9】__
LookatformbelowYouwillhearaphoneinterviewSystemofcompany:(9)______system.Thepersonwhoapplysforthe
Youwillheartwopeopletalkingaboutcorporatecultureofcompany.Nameofprogramme:(5)______EricFinucaneworksa
Forquestions18-22,choosetheopinionorintentionexpressedWriteoneletter(A-H)nexttothenumberoftherecording.Donot
Forquestions18-22,choosetheopinionorintentionexpressedWriteoneletter(A-H)nexttothenumberoftherecording.Donot
Forquestions13-17,choosethepersonwhoisspeaking.Writeoneletter(A-H)nexttothenumberoftherecording.Donot
Youwillhearanotherfivequestions.Foreachquestiondecidehowmuchistheamountthespeakeristalkingabout.Writeonele
Inthelasteightyears,Concordiahas______.Accordingtothearticle,middlemanagersandlinemanagersare______tocommun
Lookatthenotebelow.Youwillhearawomancallingaboutthearrangementsforameeting.TELEPHONEMESSAGEFor:JohnFitzgera
Lookatthenotebelow.Youwillhearawomancallingaboutthearrangementsforameeting.TELEPHONEMESSAGEFor:JohnFitzgera
随机试题
下列政策措施中,对于调节国际收支能够较快产生效果的是()。
关于Windows桌面“图标”的叙述中不正确的是()
五行中具有“曲直”特性的是
国家赔偿的主要方式为( )。
具有竖直塔身的全回转臂式起重机类型是()。
借贷资本跟职能资本(产业资本、商业资本)在特征上是相同的。()
加涅的学习结果分类中的认知策略与其提出的信息加工模式中相似的结构是
简述道德行为的培养策略。
在天津某单位工作的杨洋需要向上级部门提交一份最新的中国互联网络发展状况统计情况,他便从网上下载了一份资料,但这份资料比较零乱,需要经过整理后才能提交。请你按下列要求帮他完成该文档的整理工作:(1)在考生文件夹下,将“Word素材文件.docx”另存为“W
A、知名品牌B、护肤产品C、彩妆系列D、最新技术B
最新回复
(
0
)