电子商务与客户关系管理(二)

e-Commerce & CRM
 Harnessing the power of the Internet to drive a closer relationship with customers should be the goal of every business. Over the last several years, many companies who invested in CRM and e-Commerce technology lost their way as they believed it was an electronic panacea designed to eliminate the need to talk to their customers and orders would just flow in because they had a shopping cart on their website with colorful product images. E-Commerce and CRM are tools designed to learn more about customers, their preferences and a clever way to market and re-market to them. However, most importantly, these tools are and should be a convenience for your customer, not your company.
e-Commerce    In the age of the global economy, customers want to buy your product or service when it is convenient for them. The need to have rich descriptions, images and details about your products online is driven by customer demand. That demand is only half the battle, the customer then wants to be able to instantly purchase that product and of course, get it right away, after all your competitor can offer that to them. Today’s e-Commerce solutions have graduated to a level far beyond a simple shopping cart. Customers want the ability to manage all aspects of the purchase and their relationship with you through this means. Perhaps most important to this phenomenon is the experience the customer receives after the order confirmation is complete. Order execution to the customer and if necessary back to you, must be simple, quick and seamless
Customer Relationship Management    CRM has come a long way in a few short years. Today, CRM is the central customer repository for all things “customer”. In our age of the distributed workforce, going to the backroom to pull the customer’s file from the cabinet is not practical. Further, as multiple people from departments all over your company have the need for direct interaction with the customer, this central customer record is critical. More complex then a rolodex or contact manager, CRM is enabling businesses of all sizes to be more efficient and predictably and thoughtfully service, sell and market to their customers.
 We are experts in CRM & e-Commerce technologies and the business processes needed to support them. Our team of professionals and business partners have years of experience in not just the front-end part of creative design, product positioning, cross-selling, up-selling, payment processing and closing the transaction, we are seasoned veterans in development and deployment of the business processes needed to execute before, during and long after the sale. We have helped some of the world’s largest companies selling more than $1B online - eva luate, architect and deploy their world-class e-Commerce and CRM systems.
---- "You are only as good as your relationships ．"the business axiom states，and although this is debatable，in the Internet age it is undeniable that good customer relationships are extremely important ．As companies create online counterparts to their brick-and-mortar operations，they need tools to effectively manage and optimize their customer relationships ．Additionally，as business-to-business commerce explodes，business suppliers and customers essentially become your partners，connected by an electronic nervous system to your company ．All of this high lights the importance of tools for customer relationship management(CRM) ． 
----International Data Corp ．(IDC) tags CRM as a key driver of the growth of the crossindustry application area，a $33 billion market in 1999 ． 
----The burgeoning CRM marketplace covers a gamut of tools，providing everything from the capability to track the buying patterns of individual consumers to order-fulfillment tools ．CRM is not new，but the Internet radically alters its dynamic ．On the Web，consumers expect more tools，such as order tracking，self-help files，and a streamlined ordering process ． 
----Providing this level of service via CRM tools seem like a money trap，because companies make significant investments in such solutions ．For some businesses，it is probably a bad idea to invest in too much technology ．But the decision depends on three basic metrics：How big is your customer base?How much do they buy?How much does it cost to acquire a customer? 
----The last metric，the expense of acquiring a customer，can be a daunting figure in the Internet age ．Almost by definition，margins on products sold via the Internet are slim to razor-thin ．Customers are a click away from competitors，and simply rising above the noise on the Internet can be expensive ． 
----Advertising on heavily trafficed sites such as Yahoo can cost millions of dollars ．This means that the cost of acquiring customers can make or break a Web store ．IDC's research reports，for instance，that Amazon ．com spends approximately 90 cents just to attract a customer to its Web site ．The site browsers who become paying customers can be as few as 1 percent of visitors ． 
----When you consider the large amounts of money spent to attract customers to your commerce site，then add to that the cost of converting them into paying customers and keeping them as repeat customers，you will quickly see why CRM is so vital ．By making the buying experience as pleasant as possible，CRM helps boost customer loyalty ．Amazon ．com is a pioneer in this area，with innovation such as the "1-Click"buying model ． 
----It is also crucial to understand how your customers buy ．CRM tools help identify those high-volume purchasers - the backbone of your business - and target them in a way that cultivates the best possible relationship ． 
----But CRM is as much about the way you are doing business as the technology you are using ．In the end，an IT manager needs to consider the company's commerce initiatives and understand the business's customer base before implementing broad CRM projects ．Remember，it is just good business to treat the most important people in the world right：your customers ．
ERP, SCM, CRM business management Lucky Sambo
 A network economy, knowledge economy and e-commerce revolution, characterized by the rapid development of the new economy, not only profoundly change human society, production, trade, life and learning, but also to stimulate global market, and Enterprise Management Development trend has great change.
 ERP, enterprise resource planning, it is a core management accounting information systems, identification and planning of enterprise resources, and obtain customer orders, finishing process and delivery, the final payment by customers. In other words, ERP will integrate all the resources within the enterprise, procurement, production, cost, inventory, distribution, transportation, finance, human resources planning, to achieve the best combination of resources, to achieve best value. As an enterprise resource management systems, ERP was in keeping with the rapid development of the new economy was born, and it attempts to change the company's management philosophy, management models and management methods, making it an important part of business operations
 SCM is the management of the enterprise supply chain is supply, demand, raw material procurement, marketing, production, inventory, orders, shipping and other distribution management, ranging from production to delivery, from the supplier's supplier to the customer of every link. Its application in the enterprise resource planning (ERP), developed on the basis, which the company's manufacturing process, inventory system and supplier of data generated by combining the perspective from a single display of the various effects of the construction process and products factor. In the process of enterprise development, SCM can enhance enterprise competitiveness in the market, to adapt to market changes, its important role has been increasingly recognized by managers.
 CRM (customer relationship management that is) its primary meaning is the detailed information to customers through in-depth analysis to increase customer satisfaction, thereby enhancing the competitiveness of enterprises as a means. CRM focused communication with customers, business management is customer-centric, rather than the traditional product-or market-oriented. Global surplus of products and product homogeneity, the dominant factor in the development of enterprise value shift from product customer needs, customers become the company's core resources. Customer is a resource, good customer relationship management, enterprise customers will naturally become a valuable asset. Thus, CRM is increasingly becoming an important part of business to open up.
 In recent years, customer relationship management CRM, supply chain management SCM developed rapidly, but the management needs of enterprises of view, for them to have made great progress, we must make ERP and SCM, CRM together to form an integrated management system from the resources, supply chain, customer and other aspects of the business to have a unified management. Taiwan Ling Yuegong Division, as Taiwan's largest supplier of ERP, but also as the first foot in the field of ERP software companies, in over 10 years of development, its research and development of the software can always sell the market, and its software ERP, SCM and CRM on the powerful integration are inseparable. Integration of CRM, enterprise resource planning (ERP) and global supply chain systems can maximize the management of enterprises to meet the requirements of the software as a single advantage, SCM and CRM in their respective areas have their good performance, but have ERP as a basis for better synergies make the three, resulting in "1 +1 +1> 3" magical effect.     Then from the MRP Ⅱ to ERP CRM, enterprise information as a product of different stages, different aspects of their enterprise information technology has played a huge role. At the same time, it is easy to see, with the advancement of the process of information, Internet, Intranet's development and the increasing popularity of distributed systems that many large enterprises 已经 development and Yinjin the Duozhong running on different operating systems and heterogeneous network information system, each of these information systems to perform certain functions, resulting in a lack of standardization of information organization, data collection repeated, "information island" is becoming more serious. How to integrate across the enterprise, the internal and external enterprises and between enterprises with existing information systems, to form truly resources, information sharing of information integration system, a key enterprise information technology. Therefore, as a mainstream information enterprise information systems ERP, SCM and CRM integration is a trend, and only three to achieve the integration of enterprise management is complete.
 ERP system integration and enterprise CRM together can be very good to meet customer requirements, and enterprise ERP system integration with the SCM, you can very smooth operation of the supply chain management, it is with ERP, SCM and CRM Integration Systems, can improve the comprehensive competitiveness of enterprises, of course, they deserved the luck of enterprise management Sambo.

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