外文文献及翻译-Electronic-customer-relations-management-(e-CRM).doc
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1、Electronic customer relations management (e-CRM)1 introductionToday the on-line enterprise and electronic commerce world oneself very difficultly if the competitor differentiated frequently after competition intense. us some on-line enterprise provides the convenience, personalization perfect servic
2、e. this for the user and splits up to many on-line enterprises successes to the key function. Through effectively the communication and the transmission product, the service, the information as well as the customer question, request Solution which and needs, CRM to concentrate in for the customer pr
3、ovides with the maintenance high-quality service. CRM may include the call processing (hits from overseas customer and service representative with hits preserves toward overseas telephone), the sales track all sales track and the recording) and the transaction support (use in processing commercial t
4、ransaction technology and personnel) and other functions. ECRM is CRM in the electronic commerce strategy application, including to the customer experience and its the personalization and the user which with the website, the call center or any other customer relation electronic commerce ways affects
5、 mutually. ICRM this terminology may use in turn with eCRM the electronic commerce customer relations management. In order to provide high grade CRM, the company must formulate has is clear about the goal the plan, and carries out this plan with the market and the information technology department c
6、ooperation. The enterprise analysts should examine the plan all details and the data, like the expense drops or the customer complains increases, by defines the CRM system.ECRM is essential to the on-line enterprises success, because relations between the merchant and the customer of are become estr
7、anged, you possibly never saw to perhaps has spoken with opposite party. Therefore. Constructs the vertical shaft to maintain this kind of relations, more understood opposite party is extremely important. This kind of relations can cause the customer to turn head the repetition purchase. Detains the
8、 existing customer to develop the new customer to have to be much cheaper than.2.Track and analysis dataThe on-line advertising agent, the on-line association and the on-line enterprise use in tracking the visit customer behavior an essential method is rents tracks the equipment. Data which through
9、the recording document analysis, the data mining, the customer registration, homepage Cookie and other equipment collect, along with time passing, can use in visiting the customer experience personalization, discovers the customer use tendency. to examine the website the potency. This this track equ
10、ipment in under sectionalization specify. The correct data analysis and the response measure realization, can use in increasing the market competitive power, brings a customer greater degree satisfaction.The advertisement customer and website owner may use the ID card, the marking advertisement clic
11、ks with Web bug (network interception procedure) tracks the visitor. The ID card can cause the information to transmit from the website to yours computer. Not including yours name and email address address. Speaking of your computer search information, only then on your net the personal computing di
12、gital address in the network the browser and the operating system is essential.The advertisement clicks can cause the visit customer through to click on the advertisement to see to the product or the service. This also is called the track equipment use, because the advertisement customer can underst
13、and to, any stand created in a big way has clicked on the sale, which advertisements were most effective.Web bug or the clear GIF form image document sets inlays on the screen in some image, website owner permits the company, specially advertisement company, this this collection of information proce
14、dure Tibet in their stand different part. Whenever the user requests to bring Web bug the homepage, Web bug on to make web bug the company server to send out the request, like this can track the user on-line whereabouts. This kind of track law allows the member to collect the user information, for e
15、xample, may conceive the permission advertisement company to lay aside Web bug in its customer website. If you visit to have Web bug the stand, visits the information about you to be able to record to on the advertisement companys server. Then, if have advertisement company Web bug you to another th
16、e stand, your visit also can by the record. This permission advertisement company continues to establish the customer disposition document. Under several narrated the track and the analysis, including recording document analysis, data mining, customer registration and homepage Cookie.2.1 recording d
17、ocuments analysisWhen you visit some stand, you on submit the information from the stand server to request that, this request is recorded the recording document. The recording document is composed by the stand visit production data, including each visitors position, IP address, visit time, Rate of p
18、eople logging in and other information. The recording document analysis organizes and summarizes contains in the recording document the information.The recording document analysis can visit the customer specially in the determination the quantity,This kind of information may use in the advertisement
19、 goal. The recording document analysis can to you demonstrate the stand change or carries on the ad campaign the website communication load effect. Understood your source of tourists is helpful to sets a target well the market. For example, if notes to has very many international visitors, but your
20、market in the locality, possibly needs to consider the determination including these visitors goal markets, and therefore revises the website.2.2 data miningsAlthough the recording document analysis is determines the network communication load statistics the good method, but finally you must know ab
21、out yours customer more situations. The data mining use algorithm and the statistical tool seek the source in the customer visit data model. Although the enterprise the data is rich, but very little fully uses these data. The manual inspection massive data cost a great deal of money extremely time-c
22、onsuming. The enterprise may in the service data excavation analysis company interior or the market tendency, this kind of information transfers but helps their effectively marketing product, the management enterprise. The public model can through the help enterprise understand well its customer, en
23、hances CRM and the marketing competition. The enterprise also can discover the new demand either the improvement product or the service through the research customer purchase model.The HNC software company provides DataBase Mining-Marksman (www.Hncmarksman.Com) the product. can excavate the data, an
24、d provides the statistical model, the customer analysis and the marketing competition to market all quarters. For example, it can help you to determine the correct marketing competition goal community. The HNC software company fills out a form and the qualified person to these provides 30 day-long f
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