Customer relationship management (CRM)

CRM is both a set of principles, a set of software and technology. Its goal is to shorten the sales cycle and
marketing costs, increase revenue, expand your business, looking for new markets and channels, as well as
enhance customer value and satisfaction, profitability and loyalty. CRM application software will best practice
materialized and use advanced technology to help organizations achieve these goals. CRM throughout the
customer life cycle are customer-centric, which means that the CRM application software to the customer as the
core business operations. CRM application software simplifies the coordination of the various business functions
(such as sales, marketing, service and support) and focus on meeting the needs of customers. The application will
also have a variety of CRM and customer communication channels, such as face-to-face, telephone contacts, and
Web Access coordination as a whole, so that enterprises can according to customer's preferences using the
appropriate channel to communicate with them. CRM 既是一套原則制度，也是一套軟體和技術。它的目標是
縮減銷售周期和銷售成本、增加收入、尋找擴展業務所需的新的市場和渠道以及提高客戶的價值、滿意度、
贏利性和忠實度。CRM 應用軟體將最佳的實踐具體化並使用了先進的技術來協助各企業實現這些目標 。
CRM 在整個客戶生命期中都以客戶為中心，這意味著 CRM 應用軟體將客戶當作企業運作的核心。CRM
應用軟體簡化協調了各類業務功能（如銷售、市場營銷、服務和支持）的過程並將其註意力集中於滿足客
戶的需要上。CRM 應用還將多種與客戶交流的渠道，如面對面、電話接洽以及 Web 訪問協調為一體，這樣，
企業就可以按客戶的喜好使用適當的渠道與之進行交流。
CRM can help to support the relationship between a business and its customers are

• Acquire: a CRM can help a business in acquiring new customers through excellent contact management,
direct marketing, selling and fulfillment.
• Enhance: a web-enabled CRM combined with customer service tools offers customers excellent service
from a team of trained and skilled sales and service specialists, which offers customers the convenience of
one-stop shopping.
• Retain: CRM software and databases enable a business to identify and reward its loyal customers and
further develop its targeted marketing and relationship marketing initiatives.

客戶關係管理可以説明支援業務和客戶之間的關係是

· 獲得： CRM 可以説明業務中獲得通過優秀的新客戶連絡人管理、 直接行銷、 銷售和實現。

· 加強： 為一個已啟用 web 的客戶關係管理與客戶服務工具相結合客戶提供了優質的服務從受過訓練

和技術熟練的銷售和服務專家團隊，為客戶提供一站式購物方便。

• 保留： 客戶關係管理軟體和資料庫啟用以確定和獎勵其忠實的客戶，並進一步發展其目標市場行銷
與關係行銷的倡議的業務。

Benefits
 Streamlined sales and marketing processes
 Higher sales productivity
 Added cross-selling and up-selling
 Improved service, loyalty, and retention
 Increased call center efficiency
 Higher close rates
 Better profiling and targeting
 Reduced expenses
 Increased market share
 Higher overall profitability
 Marginal costing

創建於 1922 年的 State Farm 保險公司，是美國最大的互助保險公司，也是排名第二的保險公司。全美超

過五分之一的汽車都在 State Farm 投保。StateFarm 在短短的 80 年間，從一個小小的汽車互助保險公司
發展成為現在財富 500 強排名第 25、全球最大的金融機構之一，其多樣化的優質服務是功不可沒的。

　　State Farm 從成立開始就認識到了客戶關係的重要性。因為，金融保險行業的客戶關係是穩定、長久

的，有的客戶甚至一生只和一家銀行或保險公司做交易。在金融保險行業，客戶關係已經成為所有商業關
係中最為重要的一種。

　　正如 State Farm 的廣告詞說的那樣：“Like a good neighbor，State Farm is there.”(猶如一個好鄰居，

State Farm 無處不在)。對 State Farm 來說，“好鄰居”服務就是無論何時何地，只要客戶有需要，State
Farm 能夠提供面對面的服務　到 20 世紀 90 年代，美國政府對其金融立法作了調整，取消了保險公司從
事證券業務的限制。保險業務已經發展成熟的 StateFarm 決定擴大自己的經營領域，從事信貸和證券業務

　　因為新增加的信貸和證券業務與原有的保險業務是各自獨立的業務部門，公司的業務一下子增加了
許多。這就要求有更多的人員和機構來操作。龐大的人員和機構很大程度地加大了管理的難度，並增加了
經營運營成本。

　　業務增加以後，StateFarm 的客戶量也大量增加，客戶所需要的數據越來越多。呼叫中心系統已經不
再能滿足客戶的需求。

　　與此同時，隨著互聯網的迅速發展，金融保險業的交易手段發生了很大的變化。很多顧客開始利用電
子郵件和公司進行聯繫。StateFarm 要想保持在行業的前頭，就必須充分利用互聯網提供的機遇來創新發
展自己的業務。

　　而且，互聯網出現以後，保險公司的網上銷售方便了客戶同時比較各家保險公司的價格，價格已經
不再能成為競爭的手段，服務就顯得更加重要。如何在網路時代保持並提高公司的服務，成為一個更加親
切、更加周到的好鄰居，成為擺在 StateFarm 面前最為急迫的問題。整合公司所有業務的信息，實施顧客
關係管理系統勢在必行。

。 Founded in 1922 by State Farm insurance company, is America's largest mutual insurance company,
and is ranked second. More than one fifth of the entire US car insurance in the State Farm. StateFarm
in a short period of 80 years, from a small automobile mutual insurance company as now Fortune 500
ranked # 25, the world's largest financial institutions, their diversity of high quality service is immensely.
　　State Farm from its beginning to recognize the importance of the customer relationship. Because
of financial and insurance industry customer relationships is a stable, long-term, customers and even
life and a bank or insurance company. In the financial and insurance sectors, all customer relationship
has become the most important business relationships. As State Farm advertisements stated: "Like a
good neighbor, State Farm is there." (Like a good neighbor, State Farm is everywhere). The State
Farm, the "good neighbor" service is anytime, as long as the customer's needs, State Farm can provide
a face-to-face service to the 1990s, the US Government on its financial legislation, cancel the insurance
companies engaged in the securities business. Insurance business has grown mature StateFarm
decided to expand their business areas, in the credit and securities business.

　　Because the new increase in the credit and securities business and existing insurance business
are separate business units, all of a sudden increase in the company's business. This requires more
people and institutions to operate. A huge and largely increased management complexity and increased
business operating costs.

　　Business, the amount of customer StateFarm, customer data, more and more. Call Center system
is no longer able to meet customer demand.

　　At the same time, as the Internet's rapid development, financial and insurance transactions means
great changes have taken place. Many customers started to use e-mail and company contacts.
StateFarm wants to keep ahead of the industry, it is necessary to take full advantage of the
opportunities offered by the Internet to innovation and to develop their own business.

　　Moreover, the advent of the Internet, the insurance company's online sales facilitates customers at
the same time, each insurance company's price comparison, price is no longer able to be competitive,
service becomes even more important. How to maintain and raise the age of the Internet services
company, a more intimate, more thoughtful, good neighbors and the presence of the most urgent
StateFarm. Integration of all company business information, customer relationship management system
is imperative.

　　As State Farm advertisements stated: "Like a good neighbor, State Farm is there." (Like a good
neighbor, State Farm is everywhere). The State Farm, the "good neighbor" service is anytime, as long
as the customer's needs, State Farm can provide a face-to-face service.