Customer Relationship Management
客戶關係管理

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Customer Relationship Management (CRM)

客戶關係管理

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CRM is an approach to managing a company's interaction with current and potential future customers. The CRM approach tries to analyse data about customers' history with a company, to improve business relationships with customers, specifically focusing on customer retention, and ultimately to drive sales growth.

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One important aspect of the CRM approach is the systems of CRM that compile information from a range of different communication channels, including a company's website, telephone, email, live chat, marketing materials, social media, and more. Through the CRM approach and the systems used to facilitate CRM, businesses learn more about their target audiences and how to best cater to their needs. 

 

客戶關係管理（CRM）是一種管理公司與當前和潛在未來客戶的互動方法。CRM其目的之一是分析客戶的歷史數據，改善與客戶的業務關係，特別注重客戶保留和維護長期的客戶關係，最終提升銷售額。CRM從不同的通信渠道（包括公司的網站、電話、電子郵件、即時聊天、營銷材料和社交媒體等）收集信息，招徠新客戶，保留舊客戶，提供客戶服務及進一步提升企業和客戶的關係。通過有效的系統分析，輔以相應的資訊系統或資訊科技如資料探勘和資料庫行銷，企業更準確地了解他們的目標受眾，來協調所有公司與顧客間在銷售、行銷以及服務上的互動，透徹了解到如何能最好地滿足他們的需求。

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Advantages of Online/ Digital Marketing: 
網絡行銷優點:

 

• Cost effective, relatively low cost and environmental friendly

• Easily expand your business to national and international markets

• Let trace ROI possible. Advertisers can trace the results thru web bug, return mail, un-subscription, read-through, click-through and open rate

• Shorten the delivery time. For example, emails can reach the recipients in a few seconds

• Message can proactively "push" to the front of the audience to encourage purchase

• Online promotion, instant messaging and communication

  

• 比傳統媒體節省金錢，相對低成本，更直接，具彈性及符合環保

• 可把業務輕易擴展到全國甚至國際市場，是未來行銷趨勢

• 透過網蟲、退件、終止訂閱、閱讀回條、點進率等追蹤投資報酬率

• 縮短傳播所需時間，例如電子郵件抵達收件人僅須幾秒鐘或幾分鐘便完成

• 把廣告或宣傳訊息主動「推」到觀眾面前，自動推進重複購買行為

• 實現即時通訊，網絡營銷及互動溝通

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