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
63
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.
According to the writer, a CRM implementation fails because
选项
A、the project is too large.
B、it involves strategic investment.
C、the implementation is too integrated.
D、there is inadequate funds.
答案
D
解析
从文中第四段“Some analysts suggest mostbusinesses underestimate the cost of a CRMimplementation by 40—75 percent.”可知,一些分析家暗示大多数企业削减了CRM实施费用的40%一75%。选项D中inadequate funds与underestimate the cost相对应。
转载请注明原文地址:https://kaotiyun.com/show/cfoO777K
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
Theinterview-about3minutesInthisparttheinterlocutorasksquestionstoeachofthecandidatesinturn.Youhavetogive
Theinterview—about3minutesInthisparttheinterlocutorasksquestionstoeachofthecandidatesinturn.Youhavetogive
Theinterview—about3minutesInthispartinterlocutorasksquestionstoeachofthecandidatesinturn.Youinthisparthave
Theinterview—about3minutesInthisparttheinterlocutorasksquestionstoeachofthecandidatesinturn.Youhavetogivei
Minipresentation’—about6minutesInthispartofthetestyouareaskedtogiveashorttalkonabusinesstopic.Youhaveto
Forquestions18-22,choosetheopinionorintentionexpressedWriteoneletter(A-H)nexttothenumberoftherecording.Donot
HowtoapproachListeningTestPartTwo•Thispartisintwosections.Ineachsectionyoulistentofiveshortmonologues,spo
HowtoapproachListeningTestPartOne•Thispartisinthreesections.Ineachsectionyoulistentoatelephoneconversation
—Readthearticleaboutchoosinganagent.—Inmostofthelines34~45thereisoneextraword.Itiseithergrammaticallyincor
随机试题
四冲程发动机一个工作循环曲轴旋转二周,凸轮轴旋转()。
认为“西方法律科学是一种世俗的神学”的法学家是
慢性粒细胞性白血病的临床特点是
下列药品妊娠毒性分级属于X级的有
中学生甲(15岁)经常受其同班同学乙的欺负,甲想报复乙,出200元钱请高年级的同学丙(17岁)“教训教训”乙。丙在一天晚上下晚自习后将乙半路拦住,痛打了一顿,致乙肋骨骨折,经医院鉴定为轻伤。下列哪种说法是正确的?()
在社会上,()揭示了城市的内在结构。
美国行为主义心理学家华生认为,人的发展完全是由环境决定的。这是一种外铄论观点。()
设函数,则常数a,b取值为().
假设磁盘上每个磁道划分成9个物理块,每块存放1个逻辑记录。逻辑记录R0, R1,…,R8存放在同一个磁道上,记录的安排顺序如下表所示。假定磁盘旋转一圈的时间为27ms,磁头当前处在R0的开始处。若系统顺序处理这些记录,使用单缓冲区,每个记录处理时间为3
Atuningforkisanarrow,two-prongedsteelbarthatwhentunedtoaspecificmusicalpitchretainsitstuningalmostindefinit
最新回复
(
0
)