Aug 1, 2006 15:57
17 yrs ago
1 viewer *
English term
Customer Relationship Management
English to Russian
Tech/Engineering
Marketing
вот типа рписание, что это такое ... как перевести - ума не приложу
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CRM, or Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. True CRM brings together information from all data sources within an organization (and where appropriate, from outside the organization) to give one, holistic view of each customer in real time. This allows customer facing employees in such areas as sales, customer support, and marketing to make quick yet informed decisions on everything from cross-selling and upselling opportunities to target marketing strategies to competitive positioning tactics.
Once thought of as a type of software, CRM has evolved into a customer-centric philosophy that must permeate an entire organization. There are three key elements to a successful CRM initiative: people, process, and technology. The people throughout a company-from the CEO to each and every customer service rep-need to buy in to and support CRM. A company's business processes must be reengineered to bolster its CRM initiative, often from the view of, How can this process better serve the customer? Firms must select the right technology to drive these improved processes, provide the best data to the employees, and be easy enough to operate that users won't balk. If one of these three foundations is not sound, the entire CRM structure will crumble.
It's a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. After all, good customer relationships are at the heart of business success. There are many technological components to CRM, but thinking about CRM in primarily technological terms is a mistake. The more useful way to think about CRM is as a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends.
If customer relationships are the heart of business success, then CRM is the valve the pumps a company's life blood. As such, CRM is best suited to help businesses use people, processes, and technology gain insight into the behavior and value of customers. This insight allows for improved customer service, increased call center efficiency, added cross-sell and upsell opportunities, improved close rates, streamlined sales and marketing processes, improved customer profiling and targeting, reduced costs, and increased share of customer and overall profitability.
This sounds like a panacea, but CRM is not without its challenges. For CRM to be truly effective, an organization must convince its staff that change is good and that CRM will benefit them. Then it must analyze its business processes to decide which need to be reengineered and how best to go about it. Next is to decide what kind of customer information is relevant and how it will be used. Finally, a team of carefully selected executives must choose the right technology to automate what it is that needs to be automated. This process, depending upon the size of the company and the breadth of data, can take anywhere from a few weeks to a year or more. And although some firms are using Web-based CRM technologies for only hundreds of dollars per month per user, large companies may spends millions to purchase, install, and customize the technology required to support its CRM initiative.
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CRM, or Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. True CRM brings together information from all data sources within an organization (and where appropriate, from outside the organization) to give one, holistic view of each customer in real time. This allows customer facing employees in such areas as sales, customer support, and marketing to make quick yet informed decisions on everything from cross-selling and upselling opportunities to target marketing strategies to competitive positioning tactics.
Once thought of as a type of software, CRM has evolved into a customer-centric philosophy that must permeate an entire organization. There are three key elements to a successful CRM initiative: people, process, and technology. The people throughout a company-from the CEO to each and every customer service rep-need to buy in to and support CRM. A company's business processes must be reengineered to bolster its CRM initiative, often from the view of, How can this process better serve the customer? Firms must select the right technology to drive these improved processes, provide the best data to the employees, and be easy enough to operate that users won't balk. If one of these three foundations is not sound, the entire CRM structure will crumble.
It's a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them. After all, good customer relationships are at the heart of business success. There are many technological components to CRM, but thinking about CRM in primarily technological terms is a mistake. The more useful way to think about CRM is as a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends.
If customer relationships are the heart of business success, then CRM is the valve the pumps a company's life blood. As such, CRM is best suited to help businesses use people, processes, and technology gain insight into the behavior and value of customers. This insight allows for improved customer service, increased call center efficiency, added cross-sell and upsell opportunities, improved close rates, streamlined sales and marketing processes, improved customer profiling and targeting, reduced costs, and increased share of customer and overall profitability.
This sounds like a panacea, but CRM is not without its challenges. For CRM to be truly effective, an organization must convince its staff that change is good and that CRM will benefit them. Then it must analyze its business processes to decide which need to be reengineered and how best to go about it. Next is to decide what kind of customer information is relevant and how it will be used. Finally, a team of carefully selected executives must choose the right technology to automate what it is that needs to be automated. This process, depending upon the size of the company and the breadth of data, can take anywhere from a few weeks to a year or more. And although some firms are using Web-based CRM technologies for only hundreds of dollars per month per user, large companies may spends millions to purchase, install, and customize the technology required to support its CRM initiative.
Proposed translations
(Russian)
Proposed translations
+5
9 mins
Selected
организация взаимоотношений с клиентами
management это и "организация"
4 KudoZ points awarded for this answer.
Comment: "Selected automatically based on peer agreement."
+1
3 mins
управление связями с клиентами, управление взаимоотношениями с клиентами
управление связями с клиентами, управление взаимоотношениями с клиентами
а то и просто CRM - мол, все знают
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Note added at 5 мин (2006-08-01 16:03:12 GMT)
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А вот ишшо:
http://www.proz.com/?sp=gloss/term&id=1570369
а то и просто CRM - мол, все знают
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Note added at 5 мин (2006-08-01 16:03:12 GMT)
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А вот ишшо:
http://www.proz.com/?sp=gloss/term&id=1570369
Peer comment(s):
agree |
Arkadi Burkov
: взаимоотношениями (так чаще встречается, из собственного икспириенса)
2 hrs
|
Спасибо!
|
+4
4 mins
управление (взаимо)отношениями с клиентами
управление (взаимо)отношениями с клиентами
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Note added at 5 Min. (2006-08-01 16:03:04 GMT)
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лучше наверно без (взаимо)...
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Note added at 11 Min. (2006-08-01 16:09:35 GMT)
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цум байшпиль: http://www.dot.ru/ru/services/systems/crm/
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Note added at 5 Min. (2006-08-01 16:03:04 GMT)
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лучше наверно без (взаимо)...
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Note added at 11 Min. (2006-08-01 16:09:35 GMT)
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цум байшпиль: http://www.dot.ru/ru/services/systems/crm/
Peer comment(s):
agree |
Elena Robert
26 mins
|
agree |
Arkadi Burkov
: суппорт
2 hrs
|
agree |
Сергей Лузан
: управление (взаимо)отношениями с клиентами
2 hrs
|
agree |
Vanda Nissen
16 hrs
|
+2
24 mins
организация отношений с клиентурой
вариант
+1
27 mins
CRM - оставить без перевода. Управление отношениями с клиентами.
Я просто хотела сказать, что сама аббревиатура CRM обычно встречается без перевода, а насчет расшифровки я со всеми коллегами согласна.
Вот, полезный сайт: http://www.crmonline.ru/crm/
CRM - это концепция управления проактивными взаимоотношениями с покупателем. В терминах управления бизнесом предприятия это система организации работы front-office с ориентировкой на потребности клиента, на проактивную работу с клиентом. В сравнении с ориентированием бизнеса на совершенствование работы back-office путем использования преимуществ ERP систем, CRM нацелен на совершенствование продаж, а не на производства как такового.
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Note added at 29 mins (2006-08-01 16:27:34 GMT)
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Вот формулировка Partner Group с использованием именно того термина, который я привела в качестве расшифровки: "Управление отношениями с клиентами - бизнес-стратегия, предназначенная для оптимизации доходов, прибыльности и удовлетворенности клиентов.
Gartner Group "
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Note added at 35 mins (2006-08-01 16:32:41 GMT)
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Вот еще названия переводных книг о CRM, подтверждающие именно эту формулировку.
КНИГИ О CRM
Почему не работают системы управления отношениями с клиентами (CRM): Как добиться успеха, позволив клиентам управлять отношениями с вашей компанией.
Ньюэлл Ф.
Издательство: Добрая книга Год издания: 2004 ISBN: 5-98124-020-2
Готовы ли Вы к войне за клиента?: Стратегия управления взаимоотношениями с клиентами (CRM).
Черкашин П.А.
"Интернет-университет информационных технологий - ИНТУИТ.ру" Год издания: 2004, страниц: 380 ISBN: 5-9556-0016-7
Вот, полезный сайт: http://www.crmonline.ru/crm/
CRM - это концепция управления проактивными взаимоотношениями с покупателем. В терминах управления бизнесом предприятия это система организации работы front-office с ориентировкой на потребности клиента, на проактивную работу с клиентом. В сравнении с ориентированием бизнеса на совершенствование работы back-office путем использования преимуществ ERP систем, CRM нацелен на совершенствование продаж, а не на производства как такового.
--------------------------------------------------
Note added at 29 mins (2006-08-01 16:27:34 GMT)
--------------------------------------------------
Вот формулировка Partner Group с использованием именно того термина, который я привела в качестве расшифровки: "Управление отношениями с клиентами - бизнес-стратегия, предназначенная для оптимизации доходов, прибыльности и удовлетворенности клиентов.
Gartner Group "
--------------------------------------------------
Note added at 35 mins (2006-08-01 16:32:41 GMT)
--------------------------------------------------
Вот еще названия переводных книг о CRM, подтверждающие именно эту формулировку.
КНИГИ О CRM
Почему не работают системы управления отношениями с клиентами (CRM): Как добиться успеха, позволив клиентам управлять отношениями с вашей компанией.
Ньюэлл Ф.
Издательство: Добрая книга Год издания: 2004 ISBN: 5-98124-020-2
Готовы ли Вы к войне за клиента?: Стратегия управления взаимоотношениями с клиентами (CRM).
Черкашин П.А.
"Интернет-университет информационных технологий - ИНТУИТ.ру" Год издания: 2004, страниц: 380 ISBN: 5-9556-0016-7
Peer comment(s):
agree |
Сергей Лузан
: "управление (взаимо)отношениями с клиентами." Всё-таки надо перевести. Все слова в русском для этого есть :)// Думаю, аббревиатуру всё-таки можно расшифровать и на языке оригинала тоже.
2 hrs
|
Спасибо. Я только аббревиатуру предлагаю не переводить, а расшифровку - конечно!
|
7 hrs
Эффективное использование клиентской базы и построение отношений с клиентами
вот еще варианты:
CRM – Customer Relationship Management. Эффективное использование клиентской базы и построение отношений с клиентами
11.07.2006 - 14 Kb - http://www.e-ducate.ru/info/5992
CRM (Customer Relationship Management — управление обслуживанием клиентов). — Да здравствует!
25.03.2006 - 49 Kb - http://search.computerra.ru/search/results.html?PA.
CRM - бизнес на лояльности, клиент-ориентированная стратегия Customer Relationship Management
16.06.2006 - 25 Kb - http://www.nuke-tops.ru/index.php?module=
13 hrs
Система поддержки продаж
Такой термин используется несколькими компаниями-интеграторами, на мой взгляд - гораздо лучше звучит и отражает суть, чем перевод "под кальку"
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