【作者】 张鹏；

【导师】 姚家奕；

【作者基本信息】 北京交通大学 ， 工商管理， 2006， 硕士

【摘要】 客户关系管理是重视营销、以客户为中心的经营策略,是一种商业战略,它着眼去理解和管理某个组织当前和潜在的客户需求,为客户创造可感知的价值并不断增值,是客户关系管理的精髓和出发点。ITIL(Information Technology Infrastructure Library)是英国商务部组织研究制订的一套IT服务的规范。它的核心思想是对于IT服务的各个环节,实现流程化管理。它从提高服务水平(SLA—Service Level Agreement)出发,强调建立一个统一的服务平台,突出IT服务中流程、人员和工具(PPT—Procedure、People、Tools)三大要素的作用,加强以配置管理为核心的十大管理为手段,构建出了完整的提供信息服务的基础架构。IT服务管理给实施它的企业、企业员工及其他利益相关者提供多方面的价值,通过实施IT服务管理,整体上提高了业务运营的质量,将IT服务管理贯穿于客户关系管理的流程设计中,IT服务提供方能清楚地理解客户的需求,可以确保IT流程支撑业务流程,提高了服务的灵活性和可适应性,提高了预知未来发展趋势的能力,从而能够更加迅速的采用新的服务需求来满足客户需求和进行相应的市场开发。本文阐述了企业在客户关系管理客户服务流程及实施中所面临的问题,重点就客户关系管理的服务流程及实施提出了新的思路,提出了应用IT服务管理理念来整合各种客户应用信息系统信息,建立新型的客户关系管理服务流程功能模型。这对于提高客户关系管理实施的成功率,更有效的利用客户应用系统的各种信息,对客户进行流程化、标准化的信息服务,加强服务管理的理念,降低企业在客户关系管理系统上的投入成本,起到了借鉴和参考作用。更多还原

【Abstract】 Customer Relationship Management (CRM) is a customer oriented business strategy, which is focused on how to understand and manage the needs from both current and potential customers. The essential part of CRM is to create perceived value to customers and build the capability of adding value.ITIL is a guideline set up by British Commerce Bureau, with the main purpose to carry out process management in every phase of IT service.It starts from Service Level Agreement, emphasizes on building a unified service platform, highlights the importance of three elements, PPT (Procedure, People, Tool) during the whole process of IT service, strengthens ten management tools, and finally builds up a comprehensive IT infrastructure.IT service management will provide variety of values to enterprises, their employees and other stakeholders. Through implementing IT service management, enterprises can improve operation efficiency. If IT service management can be imbedded in CRM, it will support IT service providers to better understand customers’needs and ensure IT process can better support business process, therefore it finally benefits enterprises to be more flexible and adaptable to grasp the trend of market, and be more proactive to respond the market and customers.This article discusses issues and challenges enterprises are facing when they implement CRM, and proposes applicable IT service management to integrate all information from different customers and build a new model of CRM service process. This will be helpful for how to increase successful rate of implementing CRM, how to standardize IT service by effectively utilizing all information from customers’applied system, how to build up the mindset of service excellence and how to decrease cost enterprises invest on CRM.更多还原