摘要
人们对客户关系管理(CRM)的认识还存在一些偏差,可以概括为七个方面:把客户关系管理等同于一套软件系统;认为中小企业难以承担客户关系管理的费用,不宜实施;对客户关系管理的投资回报期望存在偏差;认为客户关系管理是营销人员的事情;认为客户关系管理就是"一对一营销";对客户关系管理与企业资源计划管理(ERP)的关系认识不清;客户关系管理对象的认识误区。
People have misunderstandings of customer relation management (CRM).These misunderstandings are as follows:(1)regarding CRM as a set of soft ware system;(2)the misunderstanding that medium-sized and small enterprises have difficulty paying the expense of CRM and that CRM should not be carried out in these enterprises;(3)the misunderstanding of expectation of returns on investment;(4)the misunderstanding that CRM is the duty of marketing personnels;(5)the misunderstarding that CRM is 'one to one marketing';(6)the misunderstanding of the relationship between CRW and ERP;(7)the misunderstanding of the targets of CRM.
