顧客關係管理 （Customer Relationship Management）的三大難題

顧客關係管理（CRM；Customer Relationship Management）是一套結合客戶服務與銷售、行銷及支援的應用系統，許多企業都瞭解它的重要性。德國Mummert+Partner集團總裁安卓‧亞納（Andreas Achner）指出，進入快速、激烈的競爭，CRM對企業的幫助愈來愈大，因為一旦價格戰開打一陣子，企業會發現削價競爭不再管用，唯有提供良好的服務，才能吸引顧客。

雖然瞭解CRM的好處，許多企業卻天真地以為，只要把市面上各式各樣的應用軟體買回去，與顧客之間的關係就會自動變好。但事實並非如此，亞納強調，做好顧客關係管理，是需要時間和耐心的。

在CRM建置過程與實際執行時，企業常會遇到一些困難與挑戰，主要有三個：第一是各種技術的整合。因為目前還沒有真正能涵蓋完整CRM需求的解決方案，軟硬體建置不能一次購齊，許多企業往往在入門時，就被解決內部技術整合問題的第一關，搞得焦頭爛額。

第二是資料庫的品質問題。要讓CRM發揮效用，需要建置訊組合。因此，在建置資料庫之前，必須先瞭解以下的問題：公司的優勢、弱勢產品各是哪些？你的顧客是誰？其中哪些人能為公司創造最大利潤？企業必須從各部門蒐集各種龐雜的資訊，歸入正確的資料庫。許多企業在建置資料庫時，會發現自己陷入資料垃圾堆中，不知該從何著手，更不知如何篩選出所需的東西。

第三是人與文化的問題。企業要引進CRM，必須改變企業文化，從上到下都將心態調整成「顧客至上，以客為尊」。這對某些過去不重視顧客關係的企業來說，需要長時間做心理建設，才能完成這樣的變革。

來源：http://www.aiou.edu/banews/072003/04072003.doc


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Customer Relationship Management (顧客關係管理) Tool

The free OpenTravel CRM solution gains ground

TRAVEL SCIENCES [WWW.TRAVELSCIENCES.COMl, A TECHNOLOGYCOMPANY BASED IN HARTFORD,CT, RECENTLY DEBUTED a web-based customer relationship management (顧客關係管理) and backoffice tool for travel agents, entering a market already occupied by the likes of ClientBase Plus and others. How will Travel Sciences' Open-Travel CRM (www.openiravelcrmxom) stack up against tbe legacy competition? Well, for starters, it's free.

"We looked at Google, and what they are doing is putting out software tools for free that people can leverage and that model is rapidly changing the market," says Joseph Mazzarella,president and CEO of Travel Sciences.

"We said we've got to come up with a solution that's headed in the direction of what the rest of the world is doing, which is moving more towards an open model with people buying best-of-breed components of software."And so OpenTravel CRM was born. The tool offers customer relationship and profile management,e-marketing, trip planning, custom itineraries, commission tracking and reporting and accounting-interfacing functioms, using what Mazzarclla deems unobtrusive suppliera dvertising to monetarily support the venture.

OpenTravel currently is plugged into a number of suppliers, including Galileo Cruise(www.galileo.com) and the 70,000 hotels offered by Pegasus Solutions (www.pegs.com), as well as various airlines and car rental companies.

Social Networking Functionality

Another unique feature of the tool is its Web 2.0 social networking capabilities.Integrated into OpenTravel CRM is blogging software; Skype,an Intemet-based telephone service;and instant messaging capabilities. "Part of being successful is interacting with the people who you want to do business with,"Mazzarella explains.Mazzarella says the solution already has roughly 500 users and continues to grow day by day. despite a lack of advertising. "We're flabbergasted at the response we're getting, but 1 guess the price is right." he jokes.

That doesn't mean the tool isn't in need of fine-tuning. OpenTravel CRM is still in beta-testing mode, so Travel Sciences is currently pursuing feedback from users. "People want more training, which is expected," Mazzarella says. "We've started domg some online training and we've had a couple of webinars set up, plus we have how-to videos set up on the web site, but we know we ve got to do more." At press time, dates for further webinars had yet to be set, so continue to check OpenTravel CRM's web site for more info.

Source: TravetAgent October 15, 2007

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