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

25、ree tests. Data Distilleries (www.Datadistilleries.Com) also provides the customer relations management product and the service, including is called as DD/Marketer data mining software. Visits www.Angoss.Com/Ksprod/Kspage.Htm may download the free KnowledgeSEEKER education version, this is the data

26、mining product which provides by the ANGOSS software company. Other provide the data mining service the website also to have www.Appliedmetrix.Com, Www.Datainstints.Com and www.Smartdrill.Com.2.3 customers registrationsWhen provides the actual benefit to the customer, suggested carries on the custom

27、er registration, the request customer fills in individual information in the table with by to produce the disposition document. When each time the customer use user name and the password register the website, their behavior can receive tracks and Store in the company the database. This information i

28、s helpful in the company designs the stand, the customer service and the marketing strategy in view of the customer demand.Wants the customer registration to be very difficult. The people do not would rather frequently fill in request individual information the form. The establishment customer docum

29、ent best method requests the least information, like user, password and electronic mail address. If the website provides the on-line service, provides the free test or the free example lets the customer realize this service, you should encourage the latent customer registration registration, for the

30、 induction user registration, the vending company may provide some pledges, like on the free present card, the free calling card or the net the shopping discount, the registration process should be quickly easy, otherwise the user possibly walks.After the potential user registration, you should send

31、 the email to them, and welcome them including theirs user to visit the website. Some websites ask each user to propose only then the user to know the answer the specific question - if the user has forgotten the password, can ask their this question. After receives the correct answer, the website po

32、stal gives the password the user.3.PersonalizationThe personalization use comes from the track, the excavation and the data analysis information, has custom-made it for the customer with between companys mutual function product, the service, the website and employees, the user and the company all ca

33、n profit from the source in the personalization special treatment, provides the special benefit to yours customer the content, is helpful in establishes one kind of relations, you can returns to the website when each time the customer rely on this kind of relations, through provides, the advertiseme

34、nt, the promotion and the service lock onto target user personally, the user may enjoy the personalization attention and be possibly more loyal. At first, feels frequently with the actual store to individual service compares, the Internet lacks the personalization help. Complex technical help very m

35、any websites provide with the customer individual relation, for example, Amazon.Com provides the customer registration, the recommendation product and the personalization reception customer. The personalization is very important to the network marketing, specially to manages the customer relations b

36、y to enhance the customer loyalty.Collaborative filtering compared the current users interest and the policy-making rank and the past user, by provides with the present user interest correlation content. Music and the books website makes the recommendation after commonly used collaborative filtering

37、 to the user. Visits www.Shadow.Ieor.Berkeley.Edu/Humor/Info.Html experiences the source from the collaborative filtering personalization. The appraisal lists joke. then registration free gain use collaborative filtering recommendation joke. This website also provides with other includes the collabo

38、rative filtering information the website link. Based on rule personalization expression personalization content, these contents based on formulation rules and regulations or supposition user disposition document.3.1 intelligent agentsThe intelligent agent is one kind of procedure, can on-line use, h

39、elps the user to complete assigns the duty, automatically completes the task including the search information advantage. For example,Found the floor price through the help user some product but to be able to save time for the user. If does not use the intelligent agent, the user must visit very issu

40、ed this product the website, by decided which website bids lowly. The intelligent agent also can through provide with the user interest correlation content, but makes the personalization method use.The website which some intelligent agents can observe your network surfing custom and the shopping beh

41、avior, which the recommendation must buy the new product or want to visit. They can help the electronic commerce enterprise to provide one kind to be similar to a person to individual correlation level customer service. For example, if must buy a new compact disc player in Bostons user, he is consid

42、ering 5 small dishes record players. Before this user has purchased a receiver and a double calliper tape recorder, all is first-class. He has also purchased the massive compact disc. Rolls the stone orchestra including three the phonograph record. According to this users purchase history, the intel

43、ligent agent may recommend the many kinds of first-class 5 small dishes record player, also may recommend 100 small dishes converters which just went on the market, it now the price and 5 small dishes record player is same. Because this user is a singer fan as if which rolls the stone orchestra, thi

44、s orchestra just announced will perform in next few month intrinsic Boston, the intelligent agent might inform this user in Boston coming soon touring, will provide to buy tickets watches the performance the choice.3.2 personalizations and right of privacySome people felt that, the personalization i

45、s representing to their right of privacy infrigement. However, moreover some people simply have not perhaps realized the data in to collect, and already in website personalization. This argument focal point is permits the personalization the technology. For example, the homepage Cookie permission el

46、ectronic commerce website records visitors behavior, a recognition more valuable user. Many users have not realized, when they glance over the special website, homepage Cookie stores to on theirs computer. The market merchant uses for them from the data research obtains individual information the me

47、thod to have to be prudent. The personalization association, forms newly the main website association, attempts individual which holds these to like splicing their network experience. In June, 2000, this association announced a research, pointed out the majority user all likes in fact theirs informa

48、tion and the behavior storage records, this findings may pass www.Personalization.Org sees to. When some users possibly must splice individually theirs network experience, another some people thought actually records their behavior is to their privacy infrigement. If suitably uses and keeps firmly i

49、n mind the user the right of privacy, the personalization technology through meets the user need, can and the user establishment stable relations.4.Relation centerThe user also ought to be able through the call center development transaction, to discover the question the answer, customer service representative (CSR) in the traditional call center,Can find them through 800 numbers. Has the multimedia relation center the company, allows the belt Internet connection the user through the email, the on-line text to chat or the