[雙語翻譯]客戶關(guān)系管理外文翻譯--基于員工和企業(yè)文化的客戶關(guān)系管理

1、3300 英文單詞， 英文單詞，18500 英文字符，中文 英文字符，中文 5800 字文獻出處： 文獻出處：Triznova M, Ma?ova H, Dvoracek J, et al. Customer Relationship Management Based on Employees and Corporate Culture[J]. Procedia Economics and Finance, 2015, 26: 953-

2、959.Customer Relationship Management based on Employees and Corporate CultureMiroslava Triznova, Hana Ma?ova, Jan Dvoracek, Sarah SadekAbstractThis paper provides the overview on Customer Relationship Management that is

3、strongly influenced by corporate culture, corporate identity and employees. Different theoretical approaches to CRM are included in the first part of the paper. Second part of the paper presents the results of research b

4、ased on Delphi method, which was aimed at finding actual CRM definition and customer's characteristics in the future. Third part of the paper presents four main areas company should focus on when engaging customers.

5、It aims on People and Corporate Culture which is one of the four areas, when building customer experience with company.Keywords: Customer Relationship Management; CRM; customer characteristics; corporate culture; corpora

6、te identity1. Current views on CRMThere is no exact CRM definition, because CRM is perceived differently among companies and experts. Some authors define CRM as technology, others as data mining process. Firth (2006) and

7、, Lager (2008) consider CRM for technology. This technology should enable a company to sell more effectively (Tan, Yen, Fang, 2002). Others connect CRM with data management processes, which lead into higher company profi

8、tability and better relationships with customers (Berson, 2000; Johnston and Clark, 2008). Other authors see CRM as a process that helps to reach the highest possible profit on both sides (Carachova, 2004; Chlebovsky, 20

9、05; Kotler and Keller, 2007). Meanwhile Berson (2000), Chlebovsky (2005), Johnston (2008), Kotler and Keller (2007) characterise CRM as a process, which is aimed at economical profit on both sides, Buttle (2010), Greenbe

10、rg (2010), Payne (2007), Bokorova (2003), Croteau and Li (2003), Pan and Lee (2003), Seybold (2002) define CRM as strategic approach to the customer, which integrates all processes in the company in order to create value

11、 for customer and company.So the CRM is perceived as the technology connected with data, which enables higher profits, or as strategic approach that brings value.Relationship between company and customer can be seen diff

12、erently. According to Buttle (2010) and Lehtinen (2007), there are five “main” CRM schools”: First of them is rooted in B2B marketing in the USA and this school believes that relationship is built by three main areas: co

13、nnections, sources and human interaction. The Second – Nordic school emphasizes on human element of the relationship like interaction, dialog and value. The third one is Anglo-australian school sees relationships as all

14、connections that company has with its environment. The next one, Asian school believes in good personal contacts. North American school believes that all relationships with customers are based on trust and open communica

15、tion that brings value to company (Buttle, 2010; Lehtinen, 2007).The CRM in the company should be supported by different well running parts of the company. Berson (2002), Dohnal (2002), Peelen (2005), Torggler (2008), Bu

16、ttle (2010) believe that company’s CRM should be supported by three main parts: operational, analytical and Current changes in customer characteristic %Consensus (%)Customers become more active in bargaining and take pri

17、de in negotiating the price and conditions, alone or together with others.100 100Customers are more unstable - less loyal 100 100Customers are adopting and adapting to social and mobile technologies in an accelerating ra

18、te100 100Customers are more informed about competitors, its prices and products 83 100Customers are more demanding regarding on quality of product and service 83 100Customers are more resistant to offers and adds due to

19、higher amount of commercial information they receive83 100Customers expect a response in much shorter timeframes from the company 83 100Customers are becoming members of social groups and communities 83 100Customers rely

20、 more on information published by their peers with no commercial interest in the information83 83Customers are more confident/ they have more powerful voice- they become active publishers67 83Customers trust their peers

21、when it comes to opinions about a brand, more than they trust the brand.67 83Customers don’t trust corporate advertising as much as they used to 67 83The results shown that there are 3 top customers’ characteristics that

22、 have been accepted by the expert group and these could be defined as flexibility and self-confidence of the customer. Customers are becoming more flexible, due to technologies are able to bargain and search for new info

23、rmation. So the customers are becoming less loyal and more demanding (100% consensus.) The results shown, that customers nowadays should be characterized as ones who less trust corporate brands. The type of trust: I trus

24、t... “a person like me“ is rising and they are becoming active publishers (83% consensus). According to results, customers in next five years will have strong impact on new the technologies which will affect customer cha

25、racteristic. Customers will be probably more socializing and more collaborating with companies in creating products, services and customer experiences they want. Customers will be searching for companies they are comfort

26、able with, but they will continue to have high expectations of service experience (100 % consensus). Customers will be more likely interested in depth of the product rather than in length of the product, when searching f

27、or products they prefer. Due to too many offers and rising saturation of information, customers will become more apathetic and that can lead into short-term and impulsive decisions (83% consensus). It will be probably ha

28、rder to develop long lasting relationships with younger customers who are becoming more price and quality sensitive (67 % consensus). According to results interaction with customer is and will become more dynamic. That’s

29、 why we have searched for the way companies should keep their customers and build up long term relationship with customers.3.2. Current change in CRM characteristicAs we have mentioned above, first and second round was a