Понимание управления взаимоотношениями с клиентами в интернет-продажах (CRM)

Котелкина М.Ю.1
1 Санкт-Петербургский государственный экономический университет, ,

Статья в журнале

Торгово-экономический журнал *
Том 6, Номер 1 (Январь-Март 2019)
* Этот журнал не выпускается в Первом экономическом издательстве

Цитировать эту статью:

Котелкина, М. Ю. Понимание управления взаимоотношениями с клиентами в интернет-продажах (CRM) / М. Ю. Котелкина // Торгово-экономический журнал. – 2019. – Т. 6, № 1. – DOI 10.18334/tezh.6.1.40486
Kotelkina, M. Y. (in press). (2019). Understanding of customers relationship management in online sales (CRM). , 6(1). https://doi.org/10.18334/tezh.6.1.40486

Аннотация:
Управление взаимоотношениями с клиентами (CRM) представляет собой сочетание людей, процессов и технологий, которые стремится понять клиентов компании. Это комплексный подход к управлению отношениями, ориентированный на удержание клиентов и развитие отношений. Компании, которые успешно внедряют CRM будут пожинать плоды лояльности клиентов и долгосрочной рентабельности. По сравнению с компаниями, не владеющими CRM-системой, компании адаптировавшие свои процессы с CRM-системой имеют ряд значительных преимуществ. Интернет с взаимодействием CRM-системы дает более широкий доступ клиентов к организации, такой как онлайн-заказы и круглосуточные операции. Такой подход закладывает основу для изменения парадигмы в обслуживании клиентов.

Ключевые слова: интернет-маркетинг, ориентация на клиента, маркетинг отношений, CRM – система

Источники:

Creighton S. Partnering for success to the e-business world. , 2000.
2. Davenport T.H., Short J.E. The new industrial engineering: information technology and business process design // Sloan Management Review. – 1990. – № 4. – С. 11-27.
Eckerson W., Watson H. Harnessing Customer Information for Strategic Advantage: Technical Challenges and Business Solutions – Chatsworth, CA. The Data Warehousing Institute, 2000. – P.272
4. Fickel L. Know your customer // CIO Magazine. – 2000. – № 21. – С. 62-72.
Goldenberg B. What is CRM? What is an e-customer? Why you need them now // Proceedings of DCI: Customer Relationship Management Conference. 2000. – С. 672.
6. Gulati R.,Garino J. Get the right mix of bricks & clicks // Harvard Business Review. – 2000. – № 3. – С. 107-114.
7. Jackson D.Jr. Relationship selling: the personalization of relationship marketing // Asia-Australia Marketing Journal. – 2000.
Kassanoff B. Build loyalty into your e-business // Customer Relationship Management Conference. Boston, 2000.
Levine J. Relationship marketing. Forbes. – 1993. – P. 4-232
10. Peppard J. Customer relationship management (CRM) in financial services // European Management Journal. – 2000. – № 3. – С. 27-317.
Peppers D. The One to One Manager: Real-World Lessons in Customer Relationship Management. - New York, NY: Doubleday, 1999.
Peppers D. One to one B2B: Customer Development Strategies for the Business-to-business World. - New York, NY: Doubleday, 2001.
13. Porter M. From competitive advantage to corporate strategy // Harvard Business Review. – 1987. – № 3. – С. 43-59.
Reichheld F.F. The Loyalty Effect,. - Boston, Harvard Business School Press, 1996.
15. Saunders J. Manufacturers build on CRM // Computing Canada. – 1999. – № 32. – С. 17-18.
Siebel T. Taking Care of eBusiness. - New York, NY.: Doubleday, 2001.

Страница обновлена: 05.05.2020 в 21:56:22

 
 

Understanding of customers relationship management in online sales (CRM)

Kotelkina M.Y.

Journal paper

*
Volume 6, Number 1 (January-March 2019)

Citation:

Kotelkina, M. Y. (in press). (2019). Understanding of customers relationship management in online sales (CRM). , 6(1). https://doi.org/10.18334/tezh.6.1.40486

Abstract:
Customers relationship management (CRM) is a combination of people, processes, and technologies that seeks to understand a company's customers. It is an integrated approach to relationship management, focused on customers retention and relationship development. Companies that successfully implement CRM will reap the benefits of customers loyalty and long-term profitability. Compared to companies that do not own a CRM system, companies that have adapted their processes with a CRM system have a number of significant advantages. Internet with CRM system interaction gives customers wider access to the organization, such as online orders and round-the-clock operations. This approach lays the foundation for a paradigm shift in customers service.

Keywords: internet-marketing, customer focus, relationship marketing, CRM-system

References:

Creighton S. (2000). Partnering for success to the e-business world Boston, MA.
Davenport T.H., Short J.E. (1990). The new industrial engineering: information technology and business process design Sloan Management Review. 31 (4). 11-27.
Fickel L. (2000). Know your customer CIO Magazine. 12 (21). 62-72.
Goldenberg B. (2000). What is CRM? What is an e-customer? Why you need them now Proceedings of DCI. 672.
Gulati R.,Garino J. (2000). Get the right mix of bricks & clicks Harvard Business Review. 78 (3). 107-114.
Jackson D.Jr. (2000). Relationship selling: the personalization of relationship marketing Asia-Australia Marketing Journal.
Kassanoff B. (2000). Build loyalty into your e-business Customer Relationship Management Conference.
Peppard J. (2000). Customer relationship management (CRM) in financial services European Management Journal. 18 (3). 27-317.
Peppers D. (1999). The One to One Manager: Real-World Lessons in Customer Relationship Management New York, NY: Doubleday.
Peppers D. (2001). One to one B2B: Customer Development Strategies for the Business-to-business World New York, NY: Doubleday.
Porter M. (1987). From competitive advantage to corporate strategy Harvard Business Review. 65 (3). 43-59.
Reichheld F.F. (1996). The Loyalty Effect, Boston: Harvard Business School Press.
Saunders J. (1999). Manufacturers build on CRM Computing Canada. 25 (32). 17-18.
Siebel T. (2001). Taking Care of eBusiness New York, NY.: Doubleday.