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
69
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
Individual-to-groupcommunicationincludes______.Theword"great"inthesentence"...ourproductisgreat..."inthelastp
WewillhearGoranHilsson,ManagingDirectorofIKEAUK,talksaboutthecompany’scorporateculture,youhavetocompletethe
Youwillhearanotherfiveshortpieces.Foreachpiecedecidewhatthespeakerisgoingtodonext.Writeoneletter(A-H)nextt
Youwillheartwopeopletalkingaboutcorporatecultureofcompany.Nameofprogramme:(5)______EricFinucaneworksa
Forquestions13-17,choosethepersonwhoisspeaking.Writeoneletter(A-H)nexttothenumberoftherecording.Donot
Youwillhearatalkaboutmanagement.Youhavetocompletethesentences23--30bychoosingthecorrectanswer.Markon
Youwillhearatalkpresentedbyareporter.Thistalkisaboutmergers.Youhavetocompletethesentences23--30bychoosing
Youwillhearatalkbetweenayoungemployeeandaseniorcashierofafirm.Youhavetocompletethesentences23-30bycho
Lookatthenotebelow.Youwillhearawomancallingaboutthearrangementsforameeting.TELEPHONEMESSAGEFor:JohnFitzgera
Lookatthenotebelow.Youwillhearawomancallingaboutthearrangementsforameeting.TELEPHONEMESSAGEFor:JohnFitzgera
随机试题
简述公民民事行为能力的概念及种类。
甘油具有防腐作用的质量分数是10%。()
A.样本率与总体率比较的目的B.配对计数资料的比较目的C.两个样本率比较的目的D.多个样本率作比较的目的E.将两个或多个样本构成比作比较的目的推断样本率所代表的总体率与总体率是否相等
根据《企业会计准则第21号——租赁》的规定,融资租赁是指出租人实质上转移了与()有关的全部风险和报酬的租赁。
Thefamilymembers______inBritainwerenotavailableSundaynightforthereunion.
2018年10月26日,第十三届全国人大常委会第六次会议表决通过了关于修改刑事诉讼法的决定。关于此次修改的内容,下列说法错误的是()。
公务人员回避,是指为了防止公务人员因个人利益和亲属关系等因素对公务活动产生不良影响,对其本人做出一定的限制,使其避开有关亲属关系和公务的制度。根据以上定义,下列哪项不属于公务人员回避?()
美感开始于_______。
打开考生文件夹下的演示文稿yswg.pptx,按照下列要求完成对此文稿的修饰并保存,内容请按照题干所示的全角或半角形式输入。使用“奥斯汀”主题修饰全文,全部幻灯片切换方案为“推进”,效果选项为“自顶部”;放映方式为“观众自行浏览”。
BroughesterUniversityDramaGuildandTheScholarpresentAnita
最新回复
(
0
)