电子客户关系管理介绍

电子客户关系管理（e-CRM）

署名:Hector Garcia-Molina 外文著录：数据库系统实现 (美)

1 介绍

今天在线企业和电子商务世界己经竞争激烈．我们常常很难将某个在线企业与其竞争对手区分开来为用户提供方便的、个性化的完美服务．这对许多在线企业的成功与分化起到了关键作用。通过有效地沟通和传送产品、服务、信息以及客户问题、要求和需要的解决之道，CRM专注于为客户提供和保持优质服务。CRM可以包括呼叫处理（从国外客户和服务代表打来的与打往国外的电话留存），销售跟踪〔所有销售的跟踪与记录）和交易支持（用于处理商务交易的技术和人员）及其他功能。eCRM是CRM在电子商务战略中的应用，包括对客户经验及其与网站、呼叫中心或任何其他客户联系电子商务方式相互作用的个性化和用户化。iCRM这个术语可与eCRM交替用于电子商务客户关系管理。为了提供高质量的CRM，公司必须制定具有明确目标的计划，并与市场和信息技术部门合作执行该计划。企业分析师应该审查计划的所有细节和数据，如费用下降或客户抱怨增加，以定义CRM系统。

eCRM对在线企业的成功必不可少，因为商家与客户间的关系是疏远的，你可能从未看到过或是与对方讲过话。因此。建立井保持这种关系，更多地了解对方非常重要。这种关系能使客户回头重复购买。留住现有客户比开发新客户要便宜得多。

2 跟踪与分析数据

在线广告商、在线团体及在线企业用于跟踪访问客户行为的一个基本方法是租赁跟踪设备。通过记录文件分析、数据挖掘、客户注册、网页Cookie和其他设备收集的数据，随着时间的推移，能用于访问客户经验个性化，找出客户使用趋势．检验网站的效力。这此跟踪设备将在下面的分节里详细说明。正确的数据分析和响应措施的落实，能用于增加市场竞争力，带来顾客更大程度的满意。

广告客户与网站拥有者可使用ID卡、标识广告点击和Web bug（网络窃听程序）跟踪访客。ID卡能使信息从网站传送到你的电脑。不包括你的姓名与电子邮箱地址。对你的计算机检索信息而言，只有你网上个人电脑的数字地址在网络上浏览器和操作系统是必不可少的。

广告点击能使访问客户通过点击广告看到产品或服务。这也叫做跟踪设备使用，因为广告客户能够了解到，什么站点创造了最大的点击销售，哪些广告是最有效的。

Web bug或清楚的GIF格式图像文件置嵌于屏幕上的某个图像之中，网站拥有者允许公司，特别是广告公司，将这此信息收集程序藏于他们站点的不同部分。每当用户要求带Web bug的网页，Web bug就向制造web bug的公司服务器发出请求，这样就能跟踪用户在网上的行踪。这种跟踪法允许会员收集用户信息，例如，可以设想允许广告公司在其客户网站放置Web bug。如果你访问其中一个带有Web bug的站点，关于你访问的信息就会记录到广告公司的服务器上。接着，如果你到另一个带有广告公司Web bug的站点，你的访问也会被记录。这允许广

1

告公司持续建立客户配置文件。下面的几节讲述了跟踪与分析，包括记录文件分析、数据挖掘、客户注册与网页Cookie.

2.1 记录文件分析

当你访问某个站点时，你就从站点服务器提交信息请求，该请求被记进记录文件。记录文件由站点访问生成的数据组成，包括每位访客的位置、IP地址、访问时间、访问率及其他信息。记录文件分析组织并总结包含在记录文件里的信息。

记录文件分析能于确定特别访问客户的数量,这种信息可用于广告目的。记录文件分析能向你展示站点改变或进行广告活动的网站通信量效果。了解你的客源有助于更好地确定目标市场。例如，如果注意到有很多国际访客，而你的市场在当地，可能需要考虑确定包括这些访客的目标市场，并因此修改网站。

2.2 数据挖掘

虽然记录文件分析是确定网络通信量统计的好方法，但最终你还是要知道关于你的客户的更多情况。数据挖掘使用算法和统计工具寻找源于客户访问的数据模型。虽然企业“数据丰富”，但很少充分利用这些数据。手工检查大量的数据极其费钱费时。企业可以使用数据挖掘分析公司内部或市场中的趋势，这种信息转而帮助它们更有效地营销产品、经营企业。公开模型能通过帮助企业更好地懂得其客户，提高CRM和营销竞争。企业也能通过研究客户购买模型发现新的需求或改进产品或服务。

HNC软件公司提供DataBase Mining-Marksman (www.hncmarksman.com)产品．能挖掘数据，并向市场各方提供统计模型、客户分析和营销竞争。例如，它能帮助你确定正确的营销竞争目标群体。HNC软件公司向那些填表并合格的人提供30天的免费试用。Data Distilleries (www.datadistilleries.com)也提供客户关系管理产品和服务，包括称作DD/Marketer的数据挖掘软件。访问www.angoss.com/ksprod/kspage.htm可下载免费的KnowledgeSEEKER教育版，这是由ANGOSS软件公司提供的数据挖掘产品。其他提供数据挖掘服务的网站还有www.appliedmetrix.com, www.datainstints.com和www.Smartdrill.com.

2.3 客户注册

当向客户提供实惠时，建议进行客户注册，要求客户在表中填写个人信息用以产生配置文件。每次客户使用用户名和密码登录网站时，他们的行为就会受到跟踪并存进公司的数据库。该信息有助于公司针对客户需求设计站点、客户服务和营销战略。

要客户注册很难。人们常常不情愿填写要求个人信息的表格。建立客户文件最好的方法是要求最少的信息，如用户名，密码和电子邮件地址。如果网站提供在线服务，提供免费试用或免费实例让顾客体会该项服务，你就应该鼓励潜在客户登记注册，为诱导用户注册，售货公司可提供一些承诺，如免费礼品证、免费电话卡或网上购物折扣，注册过程应快捷容易，否则用户就可能走掉。

潜在用户注册后，你应该给他们发电子邮件，其中包括他们的用户名和欢迎他们访问网站。有些网站请每个用户提出只有用户知道答案的特定问题—如果用

2

户忘了密码，就会问他们该问题。收到正确的答案后，网站将密码邮给用户。

3 个性化

个性化使用来自跟踪，挖掘和数据分析的信息，为顾客定制其与公司的产品、服务、网站及雇员间的相互作用，用户与公司都能从源于个性化的特殊对待中受益，向你的客户提供特殊利益的内容，有助于建立一种关系，你能在每次客户返回网站时依赖这种关系，通过个人提供、广告、促销和服务锁定目标用户，用户可以享受个性化关注并可能更为忠诚。起初，与实际商店经常感受到的个人服务相比，因特网缺少个性化帮助。复杂的技术帮助很多网站提供与客户的个人联系，例如，Amazon.com提供客户注册，推荐产品和个性化地接待客户。个性化对网络营销很重要，特别是对管理客户关系以提高客户忠诚度。

合作过滤将当前用户的兴趣与决策等级与过去用户相比较，以提供与现在用户兴趣相关的内容。音乐和书籍网站经常用合作过滤向用户作推荐。访问www.shadow.ieor.berkeley.edu/humor/info.html去体验源自合作过滤的个性化。评估列出的笑话．然后登记免费获取使用合作过滤推荐的笑话。该网站也提供与其他含有合作过滤信息的网站链接。基于规则的个性化表达个性化内容，这些内容基于制定规章或假设的用户配置文件。

3.1智能代理

智能代理是一种程序，能在网上使用，帮助用户完成指定任务，包括搜寻信息利自动完成任务。例如,通过帮助用户找到最低价的某产品而能为用户省时。如果不使用智能代理，用户要访问很多发布该产品的网站，以决定哪个网站出价最低。智能代理也能通过提供与用户兴趣相关的内容，而作个性化方法使用。

一些智能代理能观察你的网络冲浪习惯和购物行为，推荐要买的新产品或要访问的网站。他们能帮助电子商务企业提供一种类似于个人对个人交互作用水平的客户服务。例如，假如一位在波士顿的用户要买一台新的激光唱机，他正在考虑5碟唱机。以前这位用户购买过一台接收器和一部双卡录音机，都是一流的。他也购买了大量的激光唱片。包括三张滚石乐队的唱片。根据该用户的购买史，智能代理可以推荐多种一流的5碟唱机，也可推荐刚刚上市的100张碟变换机，它现在的价格与5碟唱机相同。因为该用户似乎是个滚石乐队的歌迷，该乐队刚刚宣布将于今后几个月内在波士顿演出，智能代理可以通知这位用户在波士顿即将来临的巡回演出，提供一个购票看演出的选择。

3.2个性化与隐私权

一些人感到，个性化代表着对他们隐私权的侵犯。然而，另外一些人也许根本没有意识到数据在被收集，并已在网站上个性化。这场争论的焦点是允许个性化的技术。例如，网页Cookie允许电子商务网站记录访客的行为，识别更有价值的用户。许多用户没有意识到，当他们浏览特别网站时，网页Cookie就存贮到他们的电脑上。市场商人对他们使用从数据研究得到个人信息的方法必须慎重。个性化协会，一个新形成的主要网站协会，试图容纳那些喜欢拼接他们网络经验的个人。2000年6月，该协会公布了一个研究，指出大多数用户实际上都喜欢将他们的信息和行为存贮记录起来，该研究结果可以通过

3

www.personalization.org看到。当一些用户可能要将他们的网络经验单个拼接起来时，另一些人却认为记录他们的行为是对他们隐私的侵犯。如果适当地使用并牢记用户的隐私权，个性化技术通过满足用户需求，就能与用户建立稳固的关系。

4.联系中心

用户也应能通过呼叫中心开展交易，找出问题的答案、客户服务代表（CSR）在传统的呼叫中心里,通过一个800号码就能找到他们。拥有多媒体联系中心的公司，允许带因特网接口的用户通过电子邮件、在线文本聊天或实时语音通信联系CSR。是称呼叫中心，电子联系中心，还是叫多媒体联系中心，目的都是一样的．即为个人客户提供服务经验，这需要对每个客户的要求和问题加以个别考虑。

为向CRS提供客户全面的意见．公司正努力集成所有的客户服务功能。过去CSR总是考虑费用，将通话时间控制在最短的做法受到鼓励。现在因特网能被用作另外的客户联系选择，创造机会对客户经验个性化处理，这增加了客户的忠诚度和销量。

多媒体联系中心将改变CSR的文化，CSR必须在技术上更为渊博，去处理所有形式的客户联系。问题不再是在最短的时间内回答问题。CSR必须提供非常个性化的、让客户满意的经验。新形式的客户联系能通过减少电话费，增加服务代表所能处理的客户询问的数量降低费用。

3Com(www.3com.com)提供了Contact Advantage这种联系中心解决方案。该方案提供了IP Contact（IP联系，声音．电话和传真服务），Web Contact（网络联系，网络聊天、点击谈话和回电）及Ultimate Contact（集成了所有客户联系信道，提供全面的客户意见）。该方案以小至中型企业为目标。

一些公司可能选择外购联系中心设备。如果由于装备费、办公空间、服务代表和技术支持的原因，公司无力完成联系中心，这可能是对的。Stream International,Inc.(www.stream.com/Stream.nsf)向公司提供了外部采购的技术支持。其他提供外部采购联系中心设备的公司还包括Sitel Corportion(www.sitel.com) andTeleTech (www.teletech.com). Sitel Corporation有七十多个客户管理中心,处理来自世界各地的客户。TeleTech在其客户交互作用中心，使用它的多信道客户交互作用平台CyberCare。这给了客户代表一个单独的客户视角，而不管代表联系使用的方法。

4.1常见问答

网站上的常见问答(FAQ)项将帮助客户找到他们某些问题的答案，省去了客户服务代表处理问题的时间。这些问题如果没有人的交互作用就不可能回答。自助服务FAQ软件和网络FAQ软件帮助公司向一般客户问题提供有用的答案，跟踪用户使用这些设备。除了提供FAQ项，应当提供电话号码和适当的电子邮件地址。如有必要。允许人们浏览FAQ项后．为另外的信息与你联系．因为FAQ不可能回答每个客户的问题。另一个补充FAQ项的选择包括网站上的搜索引擎，允许用户敲进一个字或词组．找到网站上与特殊问题相关的信息。

4

4.2电子邮件

如果公司不准备投资完全的CRM解决方案．电子邮件能提供一个廉价的客户服务解决方案。发电子邮件感谢用户购买、提供新产品。这将向你的用户表示，你感激他们的光顾，并正努力工作为他们提供所需的产品。用户可以使用电子邮件提出问题，或评价公司的服务或产品。

作为客户服务的一部分，使用电子邮件很重要。因特网带来了企业间激烈的竞争，客户可能不愿久等电子邮件回复。对客户电子邮件询问最理想的回复应在48小时内完成。

4.3在线文本聊天

在线文本聊天提供了客户与客户代表之间通信的实时形式。如果公司提供了文本聊天，因为没有得到答案而可能决定离开网站的客户，就会选择与客户代表立即联系。一些客户代表一次可能不止处理一个文本聊天。而传统的服务代表通常一次只能处理一个客户。通过点击按钮，调出一个文本聊天的小窗口，客户在与服务代表聊天时还能继续浏览网站。这让客户代表观察到客户提问时在看的东西。文本“聊天”是即时的。然而，如果代表忙于很多聊天项，客户就会感到回复迟延。文本聊天也可能失去人类交流的生动性，因为没有声音语调和表达．当用文本写出来并被客户服务代表阅读时，信息的意思可能被曲解。

随着文本聊天和流动媒体变得普及，客户服务聊天可能包括实况电视会议，让客户服务代表和客户互相看着文本聊天或使用语音交流。这有助于建立一个特别的个性化标准。

5 B2B电子客户关系管理

B2B电子商务的关键表现出来是有效的客户关系管理(CRM)。在B2B商务中，B2B CRM不同于B2CCRM.当你把产品销到另一个企业，你可能销给了某个并不是产品直接用户的人。因为产品用户的意见或评价可能与你从公司联系人那里听到的不同。请你的联系人与终端用户谈谈，会发现终端用户的建议会促进产品或服务的提高。通过听取建议，保持与现有客户的关系，继续改进服务，这都会建立客户的忠诚。

开展良好的伙伴关系管理(PRM)，包括提高在公司及其伙伴间运作和作用的效率。伙伴可以包括转售商、发行人，通过为你提供增值服务或产品零部件而改进产品或服务的企业。管理这些关系包括集成系统以便与伙伴的买卖及营销运作结合起来。公司及其伙伴的系统集成会流水加工，提供技术协调．以提高效率，减少订货及履行的总时间。

6.完成e-CRM解决方案

使用并集成全部CRM工具的解决方案、软件或服务，提供了单一的客户视点，但这样做可能很昂贵。费用包括软件或服务本身的价格、现行系统的集成、系统维护和雇用服务代表。这些解决方案将继续更为有效。

E.piphany(www.epiphany.com)是一个客户关系管理解决方案的供应商。E.piphany E.5是一套基于网络的CRM解决方案，该方案允许你从现行的软件系

5

统和第三方收集数据。数据包括客户、网站的访问客户、伙伴、会员和产品税收。E.piphany E.5分析这些数据，决定特殊商业活动的收益率、投资回报、客户的购买模式等等。数据分析能用于客户访问专用。E.piphany E.5也能为客户服务代表在雇员与客户相互作用时的行动方案提供实时的建议

6

Electronic customer relations management (e-CRM)

SIGN:Hector Garcia-Molina FOREIGN LANGUAGR: Database System (America)

1 Introduction

Today the on-line enterprise and electronic commerce world oneself very difficultly if the competitor differentiated frequently after competition intense. us some on-line enterprise provides the convenience, personalization perfect service. this for the user and splits up to many on-line enterprises' successes to the key function. Through effectively the communication and the transmission product, the service, the information as well as the customer question, request Solution which and needs, CRM to concentrate in for the customer provides with the maintenance high-quality service. CRM may include the call processing (hits from overseas customer and service representative with hits preserves toward overseas telephone), the sales track [ all sales track and the recording) and the transaction support (use in processing commercial transaction technology and personnel) and other functions. ECRM is CRM in the electronic commerce strategy application, including to the customer experience and its the personalization and the user which with the website, the call center or any other customer relation electronic commerce ways affects mutually. ICRM this terminology may use in turn with eCRM the electronic commerce customer relations management. In order to provide high grade CRM, the company must formulate has is clear about the goal the plan, and carries out this plan with the market and the information technology department cooperation. The enterprise analysts should examine the plan all details and the data, like the expense drops or the customer complains increases, by defines the CRM system.

ECRM is essential to the on-line enterprise's success, because relations between the merchant and the customer of are become estranged, you possibly never saw to perhaps has spoken with opposite party. Therefore. Constructs the vertical shaft to maintain this kind of relations, more understood opposite party is extremely important. This kind of relations can cause the customer to turn head the repetition purchase. Detains the existing customer to develop the new customer to have to be much cheaper than.

2 Track and analysis data

The on-line advertising agent, the on-line association and the on-line enterprise use in tracking the visit customer behavior an essential method is rents tracks the equipment. Data which through the recording document analysis, the data mining, the customer registration, homepage Cookie and other equipment collect, along with time passing, can use in visiting the customer experience personalization, discovers the customer use tendency. to examine the website the potency. This this track equipment in under sectionalization specify. The correct data analysis and the response measure realization, can use in increasing the market competitive power, brings a customer

1

greater degree satisfaction.

The advertisement customer and website owner may use the ID card, the marking advertisement clicks with Web bug (network interception procedure) tracks the visitor. The ID card can cause the information to transmit from the website to yours computer. Not including yours name and email address address. Speaking of your computer search information, only then on your net the personal computing digital address in the network the browser and the operating system is essential.

The advertisement clicks can cause the visit customer through to click on the advertisement to see to the product or the service. This also is called the track equipment use, because the advertisement customer can understand to, any stand created in a big way has clicked on the sale, which advertisements were most effective.

Web bug or the clear GIF form image document sets inlays on the screen in some image, website owner permits the company, specially advertisement company, this this collection of information procedure Tibet in their stand different part. Whenever the user requests to bring Web bug the homepage, Web bug on to make web bug the company server to send out the request, like this can track the user on-line whereabouts. This kind of track law allows the member to collect the user information, for example, may conceive the permission advertisement company to lay aside Web bug in its customer website. If you visit to have Web bug the stand, visits the information about you to be able to record to on the advertisement company's server. Then, if have advertisement company Web bug you to another the stand, your visit also can by the record. This permission advertisement company continues to establish the customer disposition document. Under several narrated the track and the analysis, including recording document analysis, data mining, customer registration and homepage Cookie.

2.1 Recording documents analysis

When you visit some stand, you on submit the information from the stand server to request that, this request is recorded the recording document. The recording document is composed by the stand visit production data, including each visitor's position, IP address, visit time, Rate of people logging in and other information. The recording document analysis organizes and summarizes contains in the recording document the information.

The recording document analysis can visit the customer specially in the determination the quantity,This kind of information may use in the advertisement goal. The recording document analysis can to you demonstrate the stand change or carries on the ad campaign the website communication load effect. Understood your source of tourists is helpful to sets a target well the market. For example, if notes to has very many international visitors, but your market in the locality, possibly needs to consider the determination including these visitors' goal markets, and therefore revises the website.

2

2.2 Data minings

Although the recording document analysis is determines the network communication load statistics the good method, but finally you must know about yours customer more situations. The data mining use algorithm and the statistical tool seek the source in the customer visit data model. Although the enterprise \rich\great deal of money extremely time-consuming. The enterprise may in the service data excavation analysis company interior or the market tendency, this kind of information transfers but helps their effectively marketing product, the management enterprise. The public model can through the help enterprise understand well its customer, enhances CRM and the marketing competition. The enterprise also can discover the new demand either the improvement product or the service through the research customer purchase model.

The HNC software company provides DataBase Mining-Marksman (www.Hncmarksman.Com) the product. can excavate the data, and provides the statistical model, the customer analysis and the marketing competition to market all quarters. For example, it can help you to determine the correct marketing competition goal community. The HNC software company fills out a form and the qualified person to these provides 30 day-long free tests. Data Distilleries (www.Datadistilleries.Com) also provides the customer relations management product and the service, including is called as DD/Marketer data mining software. Visits www.Angoss.Com/Ksprod/Kspage.Htm may download the free KnowledgeSEEKER education version, this is the data mining product which provides by the ANGOSS software company. Other provide the data mining service the website also to have www.Appliedmetrix.Com, Www.Datainstints.Com and www.Smartdrill.Com.

2.3 Customers registrations

When provides the actual benefit to the customer, suggested carries on the customer registration, the request customer fills in individual information in the table with by to produce the disposition document. When each time the customer use user name and the password register the website, their behavior can receive tracks and Store in the company the database. This information is helpful in the company designs the stand, the customer service and the marketing strategy in view of the customer demand.

Wants the customer registration to be very difficult. The people do not would rather frequently fill in request individual information the form. The establishment customer document best method requests the least information, like user, password and electronic mail address. If the website provides the on-line service, provides the free test or the free example lets the customer realize this service, you should encourage the latent customer registration registration, for the induction user registration, the vending company may provide some pledges, like on the free present card, the free calling card or the net the shopping discount, the registration process

3

should be quickly easy, otherwise the user possibly walks.

After the potential user registration, you should send the email to them, and welcome them including theirs user to visit the website. Some websites ask each user to propose only then the user to know the answer the specific question - if the user has forgotten the password, can ask their this question. After receives the correct answer, the website postal gives the password the user.

3 Personalization

The personalization use comes from the track, the excavation and the data analysis information, has custom-made it for the customer with between company's mutual function product, the service, the website and employee's, the user and the company all can profit from the source in the personalization special treatment, provides the special benefit to yours customer the content, is helpful in establishes one kind of relations, you can returns to the website when each time the customer rely on this kind of relations, through provides, the advertisement, the promotion and the service lock onto target user personally, the user may enjoy the personalization attention and be possibly more loyal. At first, feels frequently with the actual store to individual service compares, the Internet lacks the personalization help. Complex technical help very many websites provide with the customer individual relation, for example, Amazon.Com provides the customer registration, the recommendation product and the personalization reception customer. The personalization is very important to the network marketing, specially to manages the customer relations by to enhance the customer loyalty.

Collaborative filtering compared the current user's interest and the policy-making rank and the past user, by provides with the present user interest correlation content. Music and the books website makes the recommendation after commonly used collaborative filtering to the user. Visits www.Shadow.Ieor.Berkeley.Edu/Humor/Info.Html experiences the source from the collaborative filtering personalization. The appraisal lists joke. then registration free gain use collaborative filtering recommendation joke. This website also provides with other includes the collaborative filtering information the website link. Based on rule personalization expression personalization content, these contents based on formulation rules and regulations or supposition user disposition document.

3.1 Intelligent agents

The intelligent agent is one kind of procedure, can on-line use, helps the user to complete assigns the duty, automatically completes the task including the search information advantage. For example,Found the floor price through the help user some product but to be able to save time for the user. If does not use the intelligent agent, the user must visit very issued this product the website, by decided which website bids lowly. The intelligent agent also can through provide with the user interest correlation content, but makes the personalization method use.

The website which some intelligent agents can observe your network surfing

4

custom and the shopping behavior, which the recommendation must buy the new product or want to visit. They can help the electronic commerce enterprise to provide one kind to be similar to a person to individual correlation level customer service. For example, if must buy a new compact disc player in Boston's user, he is considering 5 small dishes record players. Before this user has purchased a receiver and a double calliper tape recorder, all is first-class. He has also purchased the massive compact disc. Rolls the stone orchestra including three the phonograph record. According to this user's purchase history, the intelligent agent may recommend the many kinds of first-class 5 small dishes record player, also may recommend 100 small dishes converters which just went on the market, it now the price and 5 small dishes record player is same. Because this user is a singer fan as if which rolls the stone orchestra, this orchestra just announced will perform in next few month intrinsic Boston, the intelligent agent might inform this user in Boston coming soon touring, will provide to buy tickets watches the performance the choice.

3.2 Personalizations and right of privacy

Some people felt that, the personalization is representing to their right of privacy infrigement. However, moreover some people simply have not perhaps realized the data in to collect, and already in website personalization. This argument focal point is permits the personalization the technology. For example, the homepage Cookie permission electronic commerce website records visitor's behavior, a recognition more valuable user. Many users have not realized, when they glance over the special website, homepage Cookie stores to on theirs computer. The market merchant uses for them from the data research obtains individual information the method to have to be prudent. The personalization association, forms newly the main website association, attempts individual which holds these to like splicing their network experience. In June, 2000, this association announced a research, pointed out the majority user all likes in fact theirs information and the behavior storage records, this findings may pass www.Personalization.Org sees to. When some users possibly must splice individually theirs network experience, another some people thought actually records their behavior is to their privacy infrigement. If suitably uses and keeps firmly in mind the user the right of privacy, the personalization technology through meets the user need, can and the user establishment stable relations.

4 Relation center

The user also ought to be able through the call center development transaction, to discover the question the answer, customer service representative (CSR) in the traditional call center,Can find them through 800 numbers. Has the multimedia relation center the company, allows the belt Internet connection the user through the email, the on-line text to chat or the real-time pronunciation correspondence relates CSR. Is called the call center, the electronic relation center, calls the multimedia relation center, the goal all is same. namely provides the service experience for individual customer, this need performs to each customer request and the question

5

individually to consider.

For provides the customer comprehensive opinion. company to CRS to integrate all customers service function diligently. In the past CSR always considered the expense, will converse on the telephone the timing control to receive the encouragement in the shortest procedure. Now the Internet can serve as other customer relation choice, the creation opportunity to customer experience personalization processing, this increased the customer loyalty and the sales volume.

The multimedia relation center will change CSR the culture, CSR must be profounder in the technology, will process all forms the customer relation. The question no longer is answers the question in the shortest time. CSR must provide the extreme personalization, lets customer satisfaction the experience. The quantity which the new form customer relation can through the reduced telephone bill, which increase service representative be able to process the customer inquired to reduce the expense.

3Com (www.3com.Com) has provided Contact the Advantage this kind of relation center solution. This plan has provided IP Contact (the IP relation, sound. telephone and facsimile service), Web Contact (network relation, network chatted, clicks on conversation and returned telegram) and Ultimate Contact (integrated all customers relation channel, provided comprehensive customer opinion). This plan take slightly to the medium enterprise as a goal.

Some companies possibly choose buy from outside the relation center equipment. If as a result of the equipment expense, the work space, service representative and the technical support reason, the company incapably completes the relation center, this is possibly right. Stream International,Inc.(www.Stream.Com/Stream.Nsf) has provided exterior purchase technical support to the company. Other provide exterior purchase relation center equipment the company also to include Sitel Corportion (www.Sitel.Com) andTeleTech (www.Teletech.Com). Sitel Corporation has more than 70 customers administrative center,Processing comes from the world each place customer. TeleTech in its customer correlation center, uses its multi- channels customer correlation platform CyberCare. This gave the customer to represent an independent customer angle of view, but no matter represented the relation use the method.

4.1 Common questions and answers

In the website common question and answer (FAQ) the item will help the customer to find their certain questions the answer, omitted customer service representative to deal with the issue the time. These questions if nobody correlation is impossible to reply. The self-service serves the FAQ software and the network FAQ software help company provides the useful answer to the general customer question, the track user uses these equipment. Except provides the FAQ item, must provide the telephone number and the suitable electronic mail address. Like has the necessity. After allows the people to glance over the FAQ item. to relate for other information with you. because FAQ is impossible to answer each customer the question. Another supplemented a FAQ choice including the website in search engine, the permission

6

user strikes a character or the phrase. found in the website and the special question correlation information.

4.2 Emails

If the company does not prepare to invest the complete CRM solution. email to be able to provide an inexpensive customer service solution. Sends the email thanks user purchase, provides the new product. This indicated to yours user that, you feel grateful their patronage, and is working diligently the product which provides for them needs. The user may use the email to ask the question, either appraisal company's service or product.

As a customer service part, the use email is very important. But, if you have the financial resource to process these requests, it is only the suitable method. The Internet brought the enterprise keen competition, the customer has not been willing to wait for a long time possibly the email reply. To the customer email inquired the most ideal reply should complete in 48 hours.

4.3 On-line texts chat

The on-line text chatted has provided the real-time form which the customer and between customer representative corresponded. If the company provided the text to chat, because has not obtained the answer but to be possible to decide left the website the customer, could choose and the customer represents relates immediately. Some customers represent time possibly continue process a text to chat. But traditional service representative usual only can process a customer. Through clicks on the button, assigns out the small window which a text chats, the customer when chats with service representative also can continue to glance over the website. This lets customer representative observes to the customer inquiry when the thing which looked. The text \customer will feel the reply delay. The text chats also possibly loses vivid which the humanity exchanges, because does not have the sound intonation and the expression. when writes with the text and is read by customer service representative, the information meaning possibly is misinterpreted.

Chats along with the text with the mobile media changes popularly, the customer service chats possibly includes the live TV conference, lets customer service representative and the customer looks mutually the text chats or the use pronunciation exchanges. This is helpful in establishing a special personalization standard.

5 B2B electron customer relations management

The B2B electronic commerce key displays is the effective customer relations management (CRM). In the B2B commerce, B2B CRM is different with B2CCRM.When you sell the product to another enterprise, you sold for some are not possibly the product direct user's person. Because the product user's opinion or the appraisal is possible with you the difference which hears from company contact

7

person there. Invites you the contact person and the terminal user chats, can discover the terminal user constructs the parliament to promote the product or the service enhancement. Through listens to the suggestion, the maintenance and the existing customer relations, continues to improve the service, this can establish the customer the loyalty.

Carries out the good partnership management (PRM), including enhancement in between company and its partner operation and function efficiency. The partner may include transfers the seller, the publisher, through provides the increment service either the product spare part for you but improves the product or the service enterprise. Manages these relations including the integrative system in order to unifies with partner business and the marketing operation. The company and its the partner system integration meets the running water processing, provides the technology to be coordinated. by enhances the efficiency, reduces total time which orders and fulfills.

6 Completes the e-CRM solution

The use sum aggregate becomes completely the CRM tool solution, the software or the service, has provided the sole customer viewpoint, but does this very is possibly expensive. The expense or serves itself price including the software, the present system integration, the system maintenance and employment service representative. These solutions will continue effectively.

E.Piphany (www.Epiphany.Com) is a customer relations management solution supplier. E.Piphany E.5 is a set based on the network CRM solution, this plan permits you from the present software system and the third party collection data. Data including customer, website visit customer, partner, member and product tax revenue. E.Piphany E.5 analyzes these data, decision special commercial activity returns ratio, investment repayment, customer purchase pattern and so on. The data analysis can use in the customer visit special-purpose. E.Piphany E.5 also can affects mutually when the employee and the customer the course of action provide the real-time suggestion for customer service representative.

8

本文来源：https://www.bwwdw.com/article/70px.html