CRM systems used for targeting market: a case at Cisco Systems

R. Bhaskar, Yi Zhang
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引用次数: 8

Abstract

One of the most significant changes in the practice of marketing during the last decade is the shift in emphasis from a transaction orientation customer interaction to the customer relationship management (CRM). However, in large organizations, it is not very easy to collect, collate, and transform the customer data necessary for creating systems to support customer relationship management as the basis of the enterprise-wide customer relationship strategy. There are many reasons for this difficulty, including organizational structure and the resulting complexity in the enterprise systems. In this paper, we use the example of Cisco Systems Inc. to demonstrate how to build an effective customer relationship management system that integrates with the organization processes to help an enterprise recognize more targeted market. The new CRM system helps Cisco integrate all customers' data in a single data repository to support quantifiable and measurable needs of `knowledge marketing' functions. It led to new marketing processes that are more effective and efficient. The experience in Cisco allows us to identify successful design practices and develop recommendations for organizations that are interested in deploying a similar system
客户关系管理系统用于定位市场:以思科系统为例
在过去十年中,市场营销实践中最重要的变化之一是重点从以交易为导向的客户互动转向了客户关系管理(CRM)。然而,在大型组织中,收集、整理和转换创建系统以支持作为企业范围客户关系战略基础的客户关系管理所需的客户数据并不容易。造成这种困难的原因有很多,包括组织结构和由此导致的企业系统的复杂性。在本文中,我们以思科系统公司为例,说明如何建立一个有效的客户关系管理系统,与组织流程相结合,以帮助企业识别更有针对性的市场。新的CRM系统帮助思科将所有客户的数据集成到一个单一的数据存储库中,以支持可量化和可衡量的“知识营销”功能需求。它带来了更加有效和高效的新营销流程。思科的经验使我们能够识别成功的设计实践,并为有兴趣部署类似系统的组织提供建议
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