Ανάλυση Στρατηγικών Crm Και Σχεδιασμός Πληροφοριακού...
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Transcript of Ανάλυση Στρατηγικών Crm Και Σχεδιασμός Πληροφοριακού...
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CRM
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, 2012
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CRM
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, 2012
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Copyright . , 2012
. All rights reserved.
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CRM
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SWOT PEST . CRM
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CRM
CRM
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CRM. , e-CRM
CRM . ,
CRM .
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CRM
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Abstract
Abstract
The rapid developments that have been accomplished both on an economic
and social level in recent years, have brought about new and unprecedented
realities in fields that are directly related to the social and economical
conditions, such us, distinctively, the field of insurance intervention. The
sudden reduction of salaries and the continuously soaring percentages of
unemployment, daily restrict the purchasing potential of consumers, while, in
the same time, the formulation of new alternative means and availability
networks of insurance provisions, has contributed significantly - and
inevitably - to the shrinking of work executed by insurance intermediators.
This thesis aims at examining whether CRM strategies could be
implemented in the field of insurance brokerage, so as to improve this
sector's competitiveness. Initially, an effort of an overview of this sector is
being made through the explanation of basic concepts, the reference of the
products and the presentation of technical market analysis, as well as SWOT
and PEST analysis of the field. Following, definitions of CRM are given from
bibliography and historic tracing of the relationships between merchants and
customers is done. Moreover, the aims that a CRM strategy promises to
achieve are dissected and the difficulties that may arise during the
application of CRM are mentioned and in which way they can be dodged.
Afterwards, the structure and architecture of information systems of CRM are
presented along with the kinds and competitive advantages of these
systems. Concurrently, an overview of e-CRM is conducted, and a further
insight as to whether the CRM systems are integrated in Greek enterprises.
On a final note, an effort is being made to integrate the strategy and
information systems of CRM into the field of insurance mediation. With that
effort in mind, the basic components, which are being proposed to be
included in the CRM of an insurance mediation company that intends to
utilize this tool and to integrate it into its daily operations in order to improve
the management of its clients, are being analysed.
Keywords: Customer Relationship Management, Insurance brokerage, CRM
systems
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CRM
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CRM, , ,
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1: .................................................................................. 9
1.1. ............................................................................. 9
1.2. .................................................................................. 9
1.3. .................................................................................... 10
2: ........................... 11
2.1. - .................................................................... 11
2.2. .......................................................................... 18
2.3. .......................................................... 19
2.4. .................................................................. 21
2.5. S.W.O.T. ................................................................................. 33
2.6. P.E.S.T. ................................................................................... 40
2.7. ....................................................................................... 44
3: .......................................... 46
3.1. ................................................................................................ 46
3.2. CRM ............................................... 47
3.3. - Relationship Marketing
CRM .......................................................................................................... 52
3.4. CRM ....................................................................... 57
3.5. CRM ...................................................................................... 58
3.6. CRM,
............................................................................................ 60
3.7. ....................................................................................... 67
4: CRM ............................................... 68
4.1. ................................................................................................ 68
4.2. CRM .................................... 70
4.3. CRM ............................................................................................. 72
4.4. CRM...................................................................... 74
4.5. CRM .................................................................. 79
4.6. e-CRM .................................................................................................... 84
4.7. CRM ....................... 85
4.8. ....................................................................................... 92
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5: CRM ................................ 94
5.1. ................................................................................................ 94
5.2. ................................................................................. 95
5.3. ............................................................................................... 96
5.4. ........................................................................................... 102
5.5. - Reporting ........................................................ 105
5.6. ....................................................................................................109
6: ............................................... 111
................................................................................................... 115
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1: 9
1:
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Relationship Management, CRM),
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Bancassurance (- ):
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Technologies ,
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2.5. S.W.O.T.
(direct ,
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direct 5.
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3:
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-
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3: 47
3.2. CRM
Customer Relationship Management (
) ,
. , CRM
. CRM
,
,
,
. (Boulding et
al., 2005)
CRM .
,
:
Harker (1999) CRM
, ,
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CRM , ,
. (Kalakota & Robinson, 2001).
Tiwana (2001) CRM
,
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Parvatiyar Sheth (2001) CRM
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Bose (2002) CRM
.
-
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3: 48
, CRM
Kim et al. (2003) CRM
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CRM ,
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(Smith, 2006)
Chang (2007) CRM
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CRM .
, .
:
Kutner Cripps (1997), CRM
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Winer (2001) CRM :
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3: 49
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CRM, Ryals & Knox (2001)
:
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( ).
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(process management).
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Reinartz & Chugh (2002) CRM
:
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o CRM
-
.
3: 50
Sin et al. (2005) CRM
:
(key customer focus), CRM (CRM
organization), (knowledge management),
CRM (technology-based CRM).
3.1.:
3.1.: CRM (Sin et al., 2005)
Yim et al. (2005) 4
CRM,
(customer satisfaction), (customer retention)
(sales growth).
3.2 :
o -
o CRM
o
o CRM (Incorporating CRM-Based
Technology)
-
.
3: 51
3.2.: CRM (Yim et al., 2005)
Kumar Reinartz (2006) CRM
:
o ,
o ,
o
o CRM.
-
.
3: 52
3.3. - Relationship
Marketing CRM
Sheth & Parvatiyar (1995)
-
(Pre-industrial era), (ndustrial era)
- (Post-industrial era).
, 3.3.
.
3.3.: -
- (Sheth & Parvatiyar, 1995)
-
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3: 53
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(Bartels, 1965).
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1929,
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.
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.
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-
.
. -
:
(1) ,
(2)
(3)
(4)
(5)
.
Sheth & Parvatiyar (1995)
,
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Relationship Marketing. , ;
Berry (1983) ,
, - -
.
1990,
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Morgan Hunt (1994),
,
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3: 55
.
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Parvatiyar Sheth (2000), ,
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. , ,
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Reichheld Sasser (1990) Reichheld (1996)
Bain & Co.
5%
35% 95%,
(Ryals & Knox,
2001).
%
95
90
85
84
Service 81
75
45
40
35
3.1: 5%
(Ryals & Knox, 2001)
-
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3: 56
Reichheld (1996)
:
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Reinartz & Kumar (2000),
,
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,
(Customer Relationship Management, CRM).
CRM
(Information Technology, IT)
, (
), , .
CRM
,
. (Goodhue,
Wixom & Watson, 2002)
-
.
3: 57
3.4. H CRM
. on-line
, .
, .
,
. (Rygielski et al.,
2002)
CRM
.
(Total Quality Management, TQM)
,
.
,
. (Parvatiyar & Sheth,
2001)
,
,
.
.
,
, CRM
(Yip & Madsen 1996)
,
.
,
.
.
,
. (Parvatiyar & Sheth, 2001)
Xu Walton (2005)
CRM. :
-
.
3: 58
o ,
o
,
o
, ,
o .
o .
3.5. CRM
CRM
, Peppers, Rogers & Dorf (1999)
CRM :
, .
Payne Frow (2006) :
CRM
.
(, Information Technology)
.
(data base), data mart,
data warehouse ,
CRM.
. ,
.
CRM
.
, (Kabiraj, 2003):
o
o
o (cross sales)
o
o
o
o
-
.
3: 59
Kalakota & Robinson (2000)
CRM, :
o . ,
.
o
.
o .
,
(
).
(1998) CRM
o
.
o
,
.
o
.
o .
Chen & Popovich (2001) o
,
,
.
Peppard (2000)
CRM.
,
(.. ),
,
,
. ,
,
. - ,
-
.
3: 60
.
.
3.6. CRM,
CRM,
. Hackney (2000) ,
CRM
,
100% . , ,
,
, ,
,
, (Schweigert, 2000).
, , ,
. Zimmer (2006)
CRM,
. Zablach et al. (2004)
.
CRM,
50%.
,
CRM. ,
Chen & Popovich (2003) : CRM
CRM.
.
,
. CRM
.
.
,
-
.
3: 61
( ). ,
,
.
,
.
CRM . ,
CRM .
Nguyen et al. (2007) 2
CRM . :
1. CRM.
CRM. , CRM
. ,
. ,
,
,
.
2. CRM.
, ,
.
. ,
,
.
,
CRM .
(2004)
CRM :
o CRM
o
o CRM
-
.
3: 62
o CRM
o
o
o
Ramsey (2003) Nguyen et al. (2007)
,
CRM:
o . CRM ,
, , . ,
,
.
CRM
.
"" ,
" "
"" . ,
,
.
o . CRM
CRM.
, ,
. ,
. (projects),
CRM (project
champion). ,
.
o CRM. CRM
.
, CRM
CRM
. CRM
." ,
CRM
,
. ,
-
.
3: 63
CRM,
,
. ,
,
CRM,
.
Kovacs (2006)
CRM:
o
.
o
.
o CRM
.
o , ROI (Return
of Investment, ).
o .
o .
, Kale (2004)
CRM :
1. CRM .
CRM
, CRM
,
2.
3. ,
, , CRM
,
4. ,
5.
(data mining)
,
6.
CRM
7.
CRM.
-
.
3: 64
, Rigby et al. (2002) 4
CRM:
1. CRM
2. CRM
3. CRM,
4.
:
1. CRM,
:
o
.
o
,
,
.
o :
CRM.
.
2.
CRM .
(
, , )
.
. , 87% CRM
.
3.
CRM
, ,
4.
.
.
-
.
3: 65
CRM Freeland (2003)
CRM
. :
1. .
CRM
:
o
.
, ,
,
.
o
.
, ,
, .
o CRM
.
.
,
,
. , ,
,
.
2. . ,
CRM
:
o .
.
o .
.
o
.
.
o .
,
-
.
3: 66
(market noise),
,
.
, (2000) (
) CRM
:
o . ,
, ,
.
o . CRM,
.
o .
CRM
.
.
o .
.
o .
,
.
o .
,
.
CRM Crockett Reed (2003):
o .
CRM
.
-
.
3: 67
o .
CRM .
o .
CRM,
.
o . ,
.
3.7.
H
.
"" data mining
(
)
(Chen
& Popovich, 2003).
CRM. ,
CRM
CRM.
CR,
,
. , CRM
,
. ,
CRM
.
,
, ,
,
CRM
(ROI, Return of Investment).
-
.
4: CRM 68
4: CRM
4.1.
,
.
(CRM system) ,
,
(Nguyen et al., 2007).
,
, ,
( )
. (Malaga, 2005). CRM , ,
.
Fickel (1999) CRM
front office (.. ,
) back office (.. , ,
) " " (touch points)
.
:
-
.
4: CRM 69
4.1.: front back
office (Chen & Popovich, 2003)
-
.
4: CRM 70
4.2. CRM
CRM . CRM
,
, ,
(Rigby Ledingham, 2004)
,
,
.
CRM
. ,
CRM
,
.
,
.
. , CRM
. ,
.
, ,
, ,
.
. ,
,
.
. (Mithas et al., 2005)
-
.
4: CRM 71
CRM
.
(2004) CRM :
o .
o .
o .
o .
o .
o .
o .
o ,
, ,
.
o .
Nguyen et al. (2007)
CRM:
o .
,
, .
o .
,
.
o .
, ,
. ,
, ,
, .
Swift (2001) CRM:
1. . ,
, ,
, .
2.
( business-to-
business ,
)
-
.
4: CRM 72
3. .
. CRM
(Return of Investment, ROI)
.
4. Y .
.
(cross-sales).
5. .
, ,
. CRM,
, .
6. .
,
,
.
CRM, , ,
.
4.3. CRM
(2004) CRM :
o CRM (operational CRM)
o CRM (collaborative CRM)
o CRM (analytical CRM)
, Chaudhury & Kuiboer (2002) Xu & Walton (2005)
4 CRM:
o Operational CRM ( CRM).
(touch
points), (contact center) ,
(contact management system), ,
, , , . ,
-
.
4: CRM 73
,
. CRM
.
. 100
(Kotorov, 2002). CRM
,
.
o Analytical CRM ( CRM).
,
,
.
CRM
. CRM
Kotorov (2002) .
CRM
CRM (CRM portals), (data
warehouses), ,
(Ahn, Kim & Han, 2003.).
,
.
4.2.: CRM, : Xu & Walton (2005)
-
.
4: CRM 74
o Collaborative CRM ( CRM). CRM
(Kracklauer & Mills, 2004). , CRM
, ,
. CRM
,
.
o e-CRM.
(touch points)
o (intranet). To e-CRM web-
. e-CRM
online ,
(e-mail),
,
,
(Rowley, 2002).
4.4. CRM
CRM
,
/ ,
. CRM
,
. , ,
,
CRM.
,
,
. (Nguyen et al., 2007)
, Winer (2001)
CRM
-
.
4: CRM 75
. ,
:
o .
( ,
, ).
o . ,
.
,
.
o .
.
o .
,
, .
o .
Geib et al. (2005) CRM, :
o CRM (CRM delivery processes):
(
, , ,
).
o CRM (CRM support processes):
,
CRM (
, ).
o CRM (CRM analysis processes):
,
CRM.
CRM
,
( ,
(segmentation),
(knowledge
management)).
-
.
4: CRM 76
,
CRM.
o (Campaign management)
.
, ,
,
,
. (one-to-one
marketing) .
,
.
,
.
o (sales management)
(
) ,
, ,
. ,
,
, .
o (Service management) ,
.
.
,
,
(complaint management).
,
,
.
-
.
4: CRM 77
CRM
o (Market Research) ,
,
.
o (Loyalty management) ,
,
. ,
,
.
CRM
o H (Lead Management) ,
.
, .., .
,
.
o ,
(customer scoring)
,
. ,
(Cross-selling)
, , ,
.
o (Customer profiling)
,
,
,
.
, ,
,
-
.
4: CRM 78
. ,
(segmentation)
.
(portfolio)
.
o
,
CRM
.
,
.
o H (Multi-channel management)
CRM.
,
o CRM,
(closed knowledge loop) .
CRM .
. ,
.
o (Performance management)
CRM.
,
CRM ,
Shaw Reed (1999).
(ABC),
,
CRM.
-
.
4: CRM 79
4.5. CRM
(2000) :
o
.
o
.
o 85%,
5%.
o 15%,
o
50%
o
,
.
, Cram (2004)
o
o
o
o
o
Ramsey (2003) ,
CRM, .
,
. , Davenport Klahr (1998)
. ,
. , .
.
-
.
4: CRM 80
Nguyen et al. (2007)
-
.
CRM,
. ,
. -
.
(Customer centricity) (
)
,
.
(the continuum). :
o (product-centric)
o
o
o
o
o
,
.
,
.
- ,
profit-and-loss (P&L) (-)
. (Wreden, 2000)
Geib et al. (2005) CRM
:
o CRM (Customer
Satisfaction Management)
o CRM (Customer
Contact Management),
-
.
4: CRM 81
o CRM (Customer
Profitability Management)
, :
CRM
CRM
,
.
,
. , ,
,
. ,
.
,
.
,
. ,
,
(SLA-Service Level Agreements)
.
.
,
. (Knowledge
Management Systems- KM Systems)
,
.
, ,
CRM CRM.
, ,
.
.
-
.
4: CRM 82
CRM
CRM
,
.
. ,
.
(touch points).
,
,
, ,
, ,
.
.
.
, .
, ,
, . ,
.
CRM
. CRM
.
.
CRM
CRM
.
.
,
.
.
-
.
4: CRM 83
,
,
. ,
, ,
.
,
.
, , cross-selling
( ) up-selling (
).
.
CRM
,
.
,
CRM .
,
CRM .
(data warehouse) CRM
.
,
CRM
,
.
CRM,
, ,
CRM. ,
CRM.
. ,
, .
, CRM,
CRM CRM.
, ERP
.
-
.
4: CRM 84
4.6. e-CRM
, (e-
commerce), online ,
.
, CRM
. CRM
,
.
,
, Web,
. CRM eCRM,
. (Kabiraj, 2003)
Sheth et al. (2001) "e" eCRM
,
. eCRM
, "e" eCRM
eCRM, eCRM ,
. 6 "e" eCRM
:
1. (Enterprises):
web
, ,
. eCRM
.
2. (Enterprise): eCRM
, (corner
-
.
4: CRM 85
offices)
.
3. (Empowerment): eCRM
,
(
). eCRM
, ,
.
4. (Economics): e-CRM
,
.
5. (Evaluation) :
,
.
6. (External Information): ECRM
web .
4.7. CRM
CRM2day12 online , 5
5 2001,
epr 13 . , ,
294 14 ,
263
, ,
.
, 13
Customer
Relationship Management
.
12
www.CRM2day.com 13
http://www.epr.gr
-
.
4: CRM 86
58%,
CRM
12 .
42% () 63%
.
CRM
(24%) (21%),
.
(.. ).
CRM
(26%)
(23%).
World Wide Web ( )
,
. CRM2day14,
(online customer service & support)
62% ,
.
,
CRM
,
(53%).
(41%),
top management ( )
.
2001,
, 38%
(increase
14 www.CRM2day.com
-
.
4: CRM 87
value of each transaction).
(improve lead management, 23%), 16%
2001.
(21%)
CRM ( ),
(14%).
(>2500) 37%,
CRM
34%.
13%
CRM .
, 2006, 2 ,
ebusinessforum15.
,
CRM .
,
CRM Consultant
.
2000 ,
CRM .
:
o 10
o
( 3 )
o ,
, .
196 ( 10%).
.
. ,
.
.
15 www.ebusinessforum.gr
-
.
4: CRM 88
(Ph.D.), . To
( 12 4),
(server)
.
,
. CRM
/
, .
. ,
, , ,
(e-mail) (link)
. 3.500
300 .
.
, .
CRM 35%,
48 %.
CRM .
. 33%
,
10%- 15% .
35%
CRM,
(custom made). 1/3
software house, (in-house). (10%)
Microsoft Excel Microsoft
Access, CRM.
20% CRM
FOOTSTEPS, CORMOS, e-NOUS web CRM
Interworks. CRM
-
.
4: CRM 89
Microsoft, SAP, Oracle SIEBEL
2% 8%
.
4.3.: CRM (software house) in-house
CRM CRM
.
SAP 5%
.
(custom made)
,
.
5
CRM
.
.
-
.
4: CRM 90
4.4.: CRM
CRM, 90%
(
) . , ,
. (70%)
,
.
marketing, CRM
manager ,
.
,
CRM
.
( 1/7) (7/7)
.
-
.
4: CRM 91
4.5.: CRM
, ( CRM)
65%
. 35%
(ISO,HACCP ).
,
:
( 6 -7)
33.8
30.9
(direct marketing
)
30.9
20.6
33.8
20.6
25.0
26.5
29.5
-
.
4: CRM 92
20.6
/
29.4
22.1
Cross selling ( ) 27.9
4.1.: CRM
, , CRM
. ,
(2012),
ERP CRM 16.
4.8.
CRM .
,
.
,
. , CRM,
, ,
, ,
. , CRM
. ,
CRM , ,
, .
, ,
CRM.
Customer
Relationship Management, ,
. ,
16
www.naftemporiki.gr
-
.
4: CRM 93
,
,
, .
, ,
,
CRM ,
,
.
-
.
5: CRM 94
5: CRM
5.1.
, ,
.
,
. ,
,
. ,
, ,
.
CRM. ,
.
, .
CRM,
. , :
o
, .
o ,
(
), .
, CRM,
(P&L, Profit & Loss),
( ).
,
.
CRM
.
, ,
,
.
.
, ,
, .
-
.
5: CRM 95
, CRM
,
.
,
,
CRM,
.
5.2.
,
. 1978
, ,
,
,
.
,
. ,
,
.
. , 2006
( )
.
,
. ,
CRM
-
-
.
5: CRM 96
. ,
, CRM.
,
.
5.3.
5.1.,
CRM
. , CRM
,
. , CRM reporting
( CRM).
.
.
.
, , , , ,
.
. (..
)
(.. ) (
, ).
. , ,
,
. .
, ,
,
,
.
:
-
.
5: CRM 97
,
. ,
,
,
.
,
.
. , , :
.
: / ,
(...), (...),
( ), (..), ,
( ), ,
(e-mail) ..,
. ,
( ,
, ..).
drop-down list ( ),
.
, drop-down list
, (
), ..
. ,
/ . . . 74 1021 560
75 1023 561
. . .
-
.
5: CRM 98
,
.
(Status), ,
, , ,
.
, ,
, ,
.
,
( ). ,
,
,
. ,
,
,
-.
,
,
,
. ,
1 5
. ,
1,
, (
)
.
,
.
,
. ,
.
.
,
,
. ,
-
.
5: CRM 99
. ,
,
.
.
.
, ,
.
, : ,
,
.
,
. ,
( ) .
,
. ,
, .
H
. ,
, .
,
. ,
,
. ,
, (
). ,
.
. ,
. :
, , ,
(...), (...),
( ), (..), ,
( ), , ,
-
.
5: CRM 100
(e-mail) ..,
(
).
(
CRM ) . ,
, ,
. ,
, () ,
. ,
, ,
, ,
. ,
,
,
. , ,
.
, ,
,
. ,
,
, ,
. , ,
, .
( ), , ,
,
( ).
(
.. ). 24 ,
,
. ,
-
.
5: CRM 101
,
. ,
, ,
. ,
.
.
(
),
. , ,
. ,
. ,
,
(
, ).
.
.
. ,
, ,
.
, ,
,
.
,
Profit & Loss .
-
.
5: CRM 102
,
,
.
. ,
, .
,
(
)
. ,
,
. ,
.
.
, , ,
. ,
, CRM
, .
,
, ,
.
5.4.
,
CRM,
.
.
(, ), .
-
.
5: CRM 103
, . ,
, (Workflow)
,
, ()
. ,
.
(
)
,
.
,
.
( .. ),
.
(
).
,
:
.
,
.
. ,
.
. ,
1,2 3, .
,
. ,
.
.
,
.
.
-
.
5: CRM 104
,
. ,
,
. 2 : ,
,
. , , ,
.
,
. ,
.
, .
,
,
,
.
:
( ),
e-mail.
, (
) .
,
.
,
.
, , ,
,
.
,
,
(
-
.
5: CRM 105
).
, ,
.
.
,
(day to day) . , CRM
.
5.5. - Reporting
CRM,
.
,
.
,
. , ,
, :
1.
2.
3. , CRM
:
o
.
.
, , ,
.
o .
,
.
,
, , .
-
.
5: CRM 106
, , , ... ,
, CRM
(man-hours)
.
2
- :
o
. ,
,
.
.
,
,
. ,
. ,
,
,
,
.
o ,
CRM.
()
.
,
,
.
, CRM
o . CRM
.
,
,
-
.
5: CRM 107
. ,
. ,
. ,
,
.
, .
o .
Cram (2004)
.
. ,
.
CRM,
.
. (2000) 70%
,
. ,
,
, .
o (Customer
profitability). CRM
,
.
. , CRM
,
. ,
,
,
.
o
.
,
-
.
5: CRM 108
. ,
,
.
o .
.
,
.
o .
,
.
. ,
,
.
o .
,
. ,
,
.
,
. ,
.
,
,
,
.
,
CRM ,
. :
-
.
5: CRM 109
o .
.
,
.
. ,
,
.
o .
.
.
, ,
,
.
,
,
, .
, ,
, ,
, .
, , ,
5% ,
. , ,
, ,
, (
,
).
5.6.
CRM, ,
-
.
5: CRM 110
.
,
o ,
.
o
.
. ,
,
.
o reporting
.
,
. ,
,
.
CRM .
,
, ,
.
,
. ,
(real time). ,
, ,
.
-
.
6: 111
6:
, ,
, , ,
,
, . 2010,
,
. ,
2011 2012 .
,
,
.
.
, (
),
. ,
,
,
,
.
,
,
,
. , ,
, , ,
, .
, , ,
, , , ,
, . ,
.
-
.
6: 112
, ,
,
,
. ,
,
,
, .
, ,
,
.
.
(Customer Relationship Management-CRM)
,
, .
CRM .
,
. ,
,
.
, , CRM,
.
CRM .
. CRM
, ,
CRM
. ,
CRM
. , ,
CRM
,
CRM.
-
.
6: 113
,
CRM
,
CRM.
, (reporting).
,
.
.
reporting , CRM
KPIs (Key Performance Indicators, ),
,
,
. ,
CRM ,
.
, ,
.
,
direct () .
.
CRM
,
. , CRM
KPIs
.
-
.
6: 114
,
.
,
. CRM,
CRM
CRM
.
-
.
115
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