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  3. One key answer to the problem of finding and keeping customers—and turning their good will into sales—is having good customer re

One key answer to the problem of finding and keeping customers—and turning their good will into sales—is having good customer re

admin2009-04-27  56
问题     One key answer to the problem of finding and keeping customers—and turning their good will into sales—is having good customer relationship management (CRM). CRM’s goal is to create a cooperation among sales, marketing, and customer-service activities within an organization in order to obtain and retain customers. CRM on the Internet—e-CRM—uses Web technology to create such a cooperation.
    E-CRM means different things to different companies. Some enter e-CRM through traditional contact-management and sales-force automation software from such vendors as Gold Mine Software Corp. or Interact Commerce Corp. Many companies see e-CRM as a natural extension of their call centers. In an ideal system, historical information, such as customers’ buying preferences, or circumstantial information, such as customer-contract volumes, can launch actions and data screens. Finally, companies with corporate enterprise resource planning (ERP) systems see e-CRM as a natural part of computer-facilitated management.
    You don’t need to begin on a grand scale; you can take small steps toward a comprehensive e-CRM system with experienced contact management companies such as Commence Corp. Gold Mine Software Corp., Interact Commerce Corp., and Multiactive Software. GoldMine 5.0 is aimed at teams of 1 to 50 users who want to track, refer, and act on telephone and e-mail contacts from customers. The users needn’t reside on a local network to coordinate an action. All each user needs is an IP address. Gold Mine Front Office offers templates for specific industries; these define roles and relationships and include rules for workflow processes. Similarly, Interact Commerce Corp. has a multi-layer product family, including ACT2000 and SalesLogix2000. Each can integrate the activities of sales, marketing, and support teams.
    Smaller organizations can also take advantage of the services of dot-com companies such as salesforce.com and UpShot.com, which focus primarily on sales-force automation. These companies will put your basic e-CRM services online for under $50 per user per month. On the downside, you don’t get much customization or integration.
    Some e-CRM companies have fewer options, and often concentrate on vertical markets. Janna Systems, for example, specializes in e-CRM solutions for the financial services industry. Some companies, such as eGain Communications Corp. and Talisma Corp. specialize in e-mail based CRM and offer both hosted and online services. Socrates Technologies Corp. takes the online ASP approach and offers the SalesLogix2000 suite on the Web along with other e-business applications.
选项 A、posing a contrast.
B、making a comparison.
C、explaining a term.
D、defining an invention.
答案C
解析 篇章结构题。文章首句"One key answer to the problem of finding and keeping customers—and turning their good will into sales—is having good customer relationship management(CRM)"便指出"良好的客户关系管理是解决寻找与保留客户，并且把他们的良好愿望转化为销售这个问题的关键"。这里作者提出了一个概念CRM，紧接着对这一概念进行阐释说明。显然作者是以对CRM这一术语进行解释说明的方法开篇布局。
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