[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（英文）

1、 Procedia Economics and Finance 26 ( 2015 ) 953 – 959 Available online at www.sciencedirect.com2212-5671 © 2015 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND lic

2、ense (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of Academic World Research and Education Center doi: 10.1016/S2212-5671(15)00914-4 ScienceDirect4th World Conference on Busines

3、s, Economics and Management, WCBEM Customer Relationship Management based on Employees and Corporate Culture Miroslava Triznovaa*, Hana Ma?ovab, Jan Dvoracekc, Sarah Sadekd aTechnical university in Zvolen, T.G. Masaryka

4、 24, 960 53 Zvolen, Slovakia bTechnical university in Zvolen, T.G. Masaryka 24, 960 53 Zvolen, Slovakia cTechnical university in Zvolen, T.G. Masaryka 24, 960 53 Zvolen, Slovakia dUniversity of Derby, Kedleston Road, D

5、erby, Great Britain Abstract This paper provides the overview on Customer Relationship Management that is strongly influenced by corporate culture, corporate identity and employees. Different theoretical approaches to C

6、RM are included in the first part of the paper. Second part of the paper presents the results of research based on Delphi method, which was aimed at finding actual CRM definition and customer's characteristics in t

7、he future. Third part of the paper presents four main areas company should focus on when engaging customers. It aims on People and Corporate Culture which is one of the four areas, when building customer experience with

8、 company. © 2015 The Authors. Published by Elsevier B.V. Peer-review under responsibility of Academic World Research and Education Center. Keywords: Customer Relationship Management; CRM; customer characteristic

9、s; corporate culture; corporate identity 1. Current views on CRM There is no exact CRM definition, because CRM is perceived differently among companies and experts. Some authors define CRM as technology, others as data

10、 mining process. Firth (2006) and, 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, w

11、hich lead into higher company profitability and better relationships with customers (Berson, 2000; Johnston and Clark, 2008). Other authors see CRM as a process that * Miroslava Triznova. Tel.: +421-45-52 06 484 E-mail

12、 address: triznova@tuzvo.sk, mirkatriznova@gmail.com © 2015 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

13、Peer-review under responsibility of Academic World Research and Education Center955Miroslava Triznova et al. / Procedia Economics and Finance 26 ( 2015 ) 953 – 959 3. Research results 3.1. Current changes in cust

14、omer characteristic As we have mentioned above, customer characteristic has been changing. That’s one of the challenges for the companies to adapt and to interact with new customer. In the first round we asked experts t

15、o name at least three differences between customer than and customers now. We asked them to define how customer behavior will change in next five years. In the second round of the expert interviewing, we profiled main

16、customer characteristics they provided, and we ask them to mark level of agreement. Results are shown in the table 1. Table 1. Current changes in customer characteristics. Current changes in customer characteristic %

17、 Consensus (%) Customers become more active in bargaining and take pride in negotiating the price and conditions, alone or together with others. 100 100 Customers are more unstable - less loyal 100 100 Customers are

18、 adopting and adapting to social and mobile technologies in an accelerating rate 100 100 Customers are more informed about competitors, its prices and products 83 100 Customers are more demanding regarding on quality

19、 of product and service 83 100 Customers are more resistant to offers and adds due to higher amount of commercial information they receive 83 100 Customers expect a response in much shorter timeframes from the compa

20、ny 83 100 Customers are becoming members of social groups and communities 83 100 Customers rely more on information published by their peers with no commercial interest in the information 83 83 Customers are more c

21、onfident/ they have more powerful voice - they become active publishers 67 83 Customers trust their peers when it comes to opinions about a brand, more than they trust the brand. 67 83 Customers don’t trust corporate

22、 advertising as much as they used to 67 83 The results shown that there are 3 top customers’ characteristics that have been accepted by the expert group and these could be defined as flexibility and self-confidence of

23、 the customer. Customers are becoming more flexible, due to technologies are able to bargain and search for new information. So the customers are becoming less loyal and more demanding (100% consensus.) The results sho

24、wn, that customers nowadays should be characterized as ones who less trust corporate brands. The type of trust: I trust... “a person like me“ is rising and they are becoming active publishers (83% consensus). According

25、 to results, customers in next five years will have strong impact on new the technologies which will affect customer characteristic. Customers will be probably more socializing and more collaborating with companies in

26、creating products, services and customer experiences they want. Customers will be searching for companies they are comfortable with, but they will continue to have high expectations of service experience (100 % consens

27、us). Customers will be more likely interested in depth of the product rather than in length of the product, when searching for products they prefer. Due to too many offers and rising saturation of information, customer

28、s will become more apathetic and that can lead into short-term and impulsive decisions (83% consensus). It will be probably harder to develop long lasting relationships with younger customers who are becoming more pric

29、e and quality sensitive (67 % consensus). According to results interaction with customer is and will become more dynamic. That’s why we have searched for the way companies should keep their customers and build up long