Unit6（课件）-《电子商务英语》同步教学（大连理工大学出版社）

Learning Objectives Upon completion of this chapter, you will be able to: ● know the definition of customer relationship management. ● understand the roles of customer relationship management. ● know how to implement customer relationship management in China. Unit 6 Customer Relationship Management Passage A The Constitution of Customer Relationship Management 6.1 　　In the era of e-commerce, information technology has greatly changed our business modes. Not only do enterprises face the competition of product quality, but they also face the competition of attracting and retaining customers. E-commerce has a great effect on the mutual relation between enterprises and customers. The success of an enterprise will lie in the deep understanding of customers’ demand, the appropriate response to customers’ advice on products, services and designs, and providing individualized services for customers. 　　Generally speaking, customer relationship management is a new system of management aiming at bettering the relationship between enterprises and customers. It is applied in the fields of marketing, services and technical support, which are related to customers. On one hand, customer relationship management is to attract and retain more customers by providing much quicker and more considerate excellent services; on the other hand, it is to cut down the cost of an enterprise by overall re-engineering and the management of an enterprise’s workflow process. Passage A 　　Customer relationship management includes the whole workflow process: identifying, choosing, acquiring, developing and retaining customers. Generally, customer relationship management mainly includes three categories: connector, conductor, and customer support. Passage A 　　6.1.1 Connector 　　A connector is designed to easily connect remote sites and laptop users to centralized information. Data can be synchronized and exchanged between sites, as well as between individual sites and a central database. T