探讨客户关系管理系统的框架外文翻译.docx

探讨客户关系管理系统的框架外文翻译.docx

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探讨客户关系管理系统的框架外文翻译

毕业论文（设计）

外文翻译

AFrameworkforUnderstandingCustomerRelationshipManagementSystems

GraemeShanks

DepartmentofInformationSystems,TheUniversityofMelbourne,Australia

IlonaJagielska

CaulfieldSchoolofInformationTechnology,MonashUniversity,Australia

MaliniJayaganesh

DepartmentofInformationSystems,TheUniversityofMelbourne,Australia

Abstract.ThispaperpresentsastructuredframeworkforunderstandingthebenefitsofCRMsystems.Theframeworkiscomprisedofasetofbenefitsgroupedintocategorieswithempiricalindicatorsandexamplemetrics.TheframeworkprovidesresearcherswithasystematicapproachforexploringCRMsystembenefitsandprovidesasoundbaseforfurtherempiricalresearch.ItalsoprovidespractitionerswithameansofdefiningobjectivesforCRMprojectsduringspecificationofthebusinesscaseandforconductingpost-implementationreviews.

Keywords:

customerrelationshipmanagement,CRMsystembenefits

I.INTRODUCTION

Customerrelationshipmanagement（CRM）isconcernedwiththebusinessprocessesandenablingtechnologiesthatfocusonmanagingandimprovingrelationshipswithcustomersintheareasofsales,marketing,andcustomersupportandservice.CRMsystemsconsistofoperationalandanalyticaltechnologicalcomponentsaswellasrelationshipmarketingstrategiesandsupporting,customer-centricbusinessprocesses.AlthoughCRMsystemswereinitiallydesignedtohelpsolveoperationalandtacticalproblems,theyhavesinceevolvedtosupportstrategicinitiativesandareusedbyavarietyofemployees,fromfrontofficestafftoseniormanagers.Ascompaniesmoveintothenewconsumer-driveneconomy,customersaretheirmostimportantassetandtheirsuccessintheglobalizedeconomydependsoneffectivecustomerrelationships.

CRMsystemsareperceivedasimportantstrategicimperatives,withinvestmentforecastspredictingthatglobalspendingonthesesystemsisexpectedtoincreaseoverthecomingyears.TheworldwideCRMapplicationsoftwaremarketissetfor10percentgrowthfrom2007-2012despitetherecession,withtotalrevenueexpectedtoreach$10billionin2009.InaU.S.basedsurvey,Goodhueetal.foundthat91percentoforganizationseitheralreadyhadaCRMsysteminplaceorwereplanningtoacquireone.TheimplementationofaCRMsystemis,however,fraughtwithriskandhighfailurerateshavebeenreported.Boardmansuggestedthat70percentofCRMprojectsarefailures,andfoundthatmorethanhalfofallcompaniesinvestinginCRMconsideritadisappointment.

TheabsenceofaclearandconsistentdefinitionofwhatconstitutesasuccessfulCRMsystemimplementationmakesitdifficulttoevaluateindustryexperiences.OneapproachtoovercomethisproblemistodeterminethesuccessorfailureofCRMsystemimplementationsintermsofbenefitsrealisation.UnderstandingthebusinessbenefitsisconsideredtobeacriticalsuccessfactorforsuccessfulCRMsystemimplementation,whilelowawarenessofbenefitsisperceivedtobeabarriertosuccessfulimplementationofCRMsystems.CRMsystembenefitsaretypicallypresentedasunstructuredlistsorfocusontheenablingdrivers,whileFreemanandSeddonhaveadaptedanEnterpriseSystemsbenefitsframeworktoCRMsystems.

TheframeworkpresentedinthispaperisdesignedspecificallyforCRMsystems,identifiesandcategorizesCRMbenefits,providesindicatorsforeachbenefit,anddescribesexamplemetricsthatcanbeusedforeachindicator.ThebenefitsframeworkprovidesresearcherswithasystematicapproachforexploringCRMsystembenefitsandatoolthatcanbeusedinfurtherempiricalresearch.ItwillassistpractitionersindeterminingthefeasibilityofCRMprojects,ascertainingwhichbenefitshavebeenachievedinCRMprojectsduringpost-implementationreview,andestablishingbenchmarksforeffectiveCRMsystemimplementation.

II.CRMSYSTEMSBENEFITSANDEVALUATION

Thereisalargebodyofresearchininformationsystemsconcerningbenefitsrealizationandevaluation.Expenditureoninformationsystemsandinformationtechnologyrepresentsasubstantialinvestmentformanyorganizationsthatmanagersfindincreasinglydifficulttojustify.Evaluationofinformationsystemsinvolvesestablishingquantitativeandqualitativemeanstoassesstheworthofinformationsystemstoorganizations.Inpractice,littleattentionhasbeenpaidtoformalevaluationofinformationtechnologyinvestmentsandmanyfirmsdonotconductrigorousevaluationsoftheirinformationsystemsinvestments.Thevalueofinformationsystemsinvestmentsisoftenjustifiedbyfaithalone,orbyunderstandingcostsandusingmainlynotionalfiguresforbenefitsassessment.Asignificantreasonforthisisthattherearefewreliablemeasuresforassessingtheimpactofinformationsystems.

Informationsystemsevaluationisacomplexprocess,whichincludesaspectsofefficiency,effectiveness,andcompetitiveadvantagewithinacomplexsocialandpoliticalcontext.Thereisalackofconsensusonhowsuccessandfailureareconstituted,anddifferentsocialgroupswillhavedifferentviewsofsuccessandfailureatdifferentpointsintime.Theresultsofinformationsystemsimplementationarealsoemergentratherthanplanned,andareoftenrealizedseveralyearsafterimplementationbytheinteractionoftechnology,people,andinstitutionalcontext.Furthermore,thesuperficialityandsimplicityofmuchinformationsystemsevaluationleadstolittledifficultiesinlearningfromfailures.Despitethesedifficulties,―…"muchgreatercareshouldbetakeninensuringthatplannedbenefitsareactuallyachieved".Lyyteninnotesthatinformationsystemsevaluationshouldrecognizeawiderangeofconsequencesandfocusmainlyoneffectivenessratherthansimpletechnologicalandcostmeasures.Inthispaper,wedonotaddresstheevaluationofinformationsystemsorattempttodefinesuccess.Wefocusondevelopingaframeworkofbenefitsrelatingtoefficiency,effectiveness,andcompetitiveadvantagethatmaybeusedwithinanevaluationprocess.

Theidentificationandmeasurementofbenefitsisakeyaspectofinformationsystemsevaluation.Benefitframeworksshouldincludebothtangibleandintangiblebenefitsandcanbeusedinthedevelopmentofbusinesscasesandforperformancemonitoring.However,whenassessinginformationsystemsinvestments,manyorganizationsincludepartialandinaccuratetreatmentofbenefits,andfocusontangiblebenefitsduetothedifficultyindealingwithintangiblebenefits.

Itisdifficulttobuildacomprehensivelistofbenefitsforaninformationsystemimplementation.Benefitsshould,however,beidentifiedasearlyaspossibleinaninformationsystemsimplementationprojectandtheyshouldbecloselyrelatedtotheformulationofuserrequirements.Furthermore,potentialbenefitsevolveasaprojectprogresses;newbenefitscanbeidentified,andbenefitsthatwereoriginallyidentifiedmaynolongerbevalid.ThedevelopmentofaframeworkforunderstandingCRMsystembenefitswouldbeofgreathelpindefiningbenefitsthatcanapplywithinspecificprojects.

Therearemanylistsofgeneralbenefitsforinformationsystemsbroadly,andforenterprise-widepackagedsoftwaresystemsinparticular.Whiletherewillbesomehighlevelbenefitsthatarecommontothesesystems,forabenefitsframeworktobeuseful,detailedindicatorsforthebenefitsneedtobeincluded.ForaCRMbenefitsframeworkmanyofthebenefits,andalmostalloftheindicators,willneedtobespecificallyfocusedonCRMsystems.Therefore,inthispaperwedevelopaframeworkspecificallyfocusedonCRMsystembenefits,includingbothtangibleandintangiblebenefitsanddetailedindicatorsforeachbenefit.

III.THECRMBENEFITSFRAMEWORK

TheCRMbenefitsframeworkdescribesandcategorizesCRMbenefitsforoperational,tactical,andstrategiclevelsofmanagement.

BenefitsforOperationalLevelofManagement

1.Improvedcustomerdatamanagement

2.Improvedprocessmanagement

3.Improvedcustomerservice

4.Empowermentofstaff

5.Improvedproductivity

6.Enablesreal-timeresponsivenesstotrends

BenefitsforTacticalLevelofManagement

1.Facilitatesmarketsegmentation

2.Facilitateskeyaccountmanagement

3.Improvedchannelmanagement

4.Improvedanalysis,reportingandforecasting

BenefitsforStrategicLevelofManagement

1.Improvedcustomersatisfaction

2.Improvedbusinessperformance

3.Improvedvalue-addedpartnerships

4.ImprovedinnovativeuseofCRMsystems

BenefitsfortheOperationalLevelofManagement

Thesebenefitspertaintoday-to-dayoperationsofthebusiness.Severalofthesebenefitsmaytriggerrelatedbenefitsatthesameorhigherlevelsofmanagementasdiscussedbelow.

1.ImprovedCustomerDataManagement

Tobeeffective,CRMsystemsrequireintegratedandhighqualitycustomerdata.Customerdataisoftenrecordedwithindifferentfunctionalareaswithincompaniesandondifferentmedia.Inordertomanagecustomerrelationships,organizationsneeda―wholeofcustomerviewtomanageindividualcustomerrelationships.CRMsystemsseektointegratecustomerdataandprovidethemeanstoimprovecustomerdataquality.Oneexpertpointedoutthat,―improvedcustomerdatacanberegardedasanenablerofCRMsystembenefitsratherthanabenefititselfsincevirtuallyeveryotherbenefitidentifiedintheframeworkisinsomewaydependentonhighquality,integrateddata.Indicatorsforimprovedcustomerdatamanagementare:

⏹Improvedaccuracyofcustomerinformation

⏹Improvedcompletenessofcustomerinformation

⏹Decreaseinthenumberofduplicaterecords

⏹Reductionintimetakentoaccesscompletecustomerinformation

⏹Increaseint