本文为数字化转型网（szhzxw.cn）CRM专题栏目文章之一，本文将讲述CRM的定义及CRM的起源与发展。
一、什么是CRM?
什么是CRM？CRM是什么？数字化转型网szhzxw.cn
CRM简单来说，客户关系管理（Customer Relationship Management）.CRM客户关系管理是指企业为提高核心竞争力，利用相应的信息技术以及互联网技术协调企业与顾客间在销售、营销和服务上的交互，从而提升其管理方式，向客户提供创新式的个性化的客户交互和服务的过程。CRM客户关系管理的最终目标是吸引新客户、保留老客户以及将已有客户转为忠实客户，增加市场。数字化转型网szhzxw.cn
最早提出该概念的Gartner Group认为所谓的CRM客户关系管理就是为企业提供全方位的管理视角；赋予企业更完善的客户交流能力，最大化客户的收益率。数字化转型网szhzxw.cn
1、CRM客户关系管理是一项营商策略，透过选择和管理客户达至最大的长期价值。CRM客户关系管理需要用以客户为中心的营商哲学和文化来支持有效的市场推广、营销和服务过程。企业只要具备了合适的领导、策略和文化，应用CRM可促成具效益的客户关系管理。数字化转型网szhzxw.cn
2、CRM客户关系管理是关于发展和推广营商策略和支持科技以填补企业在获取、增长和保留客户方面的缺口。CRM客户关系管理可为企业做什么？CRM改善资产回报，在此，资产是指客户和潜在客户基础。
3、CRM是信息行业用语，指有助于企业有组织性地管理客户关系的方法、软件以至互联网设施。譬如说，企业建造一个客户数据库充分描述关系。因此管理层、营业员、服务供应人员甚至客户均可获得信息，提供合乎客户需要的产品和服务，提醒客户服务要求并可获知客户选购了其它产品。
4、CRM是一种基于Internet的应用系统。CRM通过对企业业务流程的重组来整合用户信息资源，以更有效的方法来管理客户关系，在企业内部实现信息和资源的共享，从而降低企业运营成本，为客户提供更经济、快捷、周到的产品和服务，保持和吸引更多的客户，以求最终达到企业利润最大化的目的。
5、CRM 是 Customer Relationship Management（客户关系管理）的缩写，CRM系统是一项综合的IT技术，也是一种新的运作模式，CRM系统源于“以客户为中心”的新型商业模式，CRM系统是一种旨在改善企业与客户关系的新型管理机制。CRM是一项企业经营战略，企业据此赢得客户，并且留住客户，让客户满意。CRM系统通过技术手段增强客户关系，并进而创造价值，最终提高利润增长的上限和底线，是客户关系管理的焦点问题。当然 CRM 系统是否能够真正发挥其应用的功效，还取决于企业是否真正理解了 ” 以客户为中心 ” 的CRM理念，这一理念是否贯彻到了企业的业务流程中，是否真正提高了用户满意度等等。
6、客户关系管理（CRM）：是企业为提高核心竞争力，达到竞争制胜，快速成长的目的，树立客户为中心的发展战略，并在此基础上展开的包括判断、选择、争取、发展和保持客户所需的全部商业过程；CRM是企业以客户关系为重点，通过开展系统化的客户研究，通过优化企业组织体系和业务流程，提高客户满意度和忠诚度，提高企业效率和利润水平的工作实践；CRM也是企业在不断改进与客户关系的全部业务流程，最终实现电子化、自动化运营目标的过程中，所创造并使用的先进的信息技术、软硬件和优化管理方法、解决方案的总和。数字化转型网szhzxw.cn
7、CRM是Customer Relationship Management的简写，即客户关系管理。CRM的主要含义就是通过对客户详细资料的深入分析，来提高客户满意程度，从而提高企业的竞争力的一种手段。客户关系是指围绕客户生命周期发生、发展的信息归集。客户关系管理的核心是客户价值管理，通过“一对一”营销原则，满足不同价值客户的个性化需求，提高客户忠诚度和保有率，实现客户价值持续贡献，从而全面提升企业盈利能力。数字化转型网szhzxw.cn
CRM不仅仅是一个软件，它是方法论、软件和IT能力综合，是商业策略。数字化转型网szhzxw.cn
二、CRM的起源与发展
对客户关系管理应用的重视来源于企业对客户长期管理的观念，这种观念认为客户是企业最重要的资产并且企业的信息支持系统必须在给客户以信息自主权的要求下发展。数字化转型网szhzxw.cn
成功的客户自主权将产生竞争优势并提高客户忠诚度最终提高公司的利润率。客户关系管理的方法在注重4p关键要素的同时，反映出在营销体系中各种交叉功能的组合，其重点在于赢得客户。这样，营销重点从客户需求进一步转移到客户保持上并且保证企业把适当的时间、资金和管理资源直接集中在这两个关键任务上。数字化转型网szhzxw.cn
1999年，Gartner Group Inc公司提出了CRM概念（Customer Relationship Management 客户关系管理）。Gartner Group Inc在早些提出的ERP概念中，强调对供应链进行整体管理。而客户作为供应链中的一环，为什么要针对它单独提出一个CRM概念呢？数字化转型网szhzxw.cn
原因之一在于，在ERP的实际应用中人们发现，由于ERP系统本身功能方面的局限性，也由于IT技术发展阶段的局限性，ERP系统并没有很好地实现对供应链下游（客户端）的管理，针对3C因素中的客户多样性，ERP并没有给出良好的解决办法。另一方面，到90年代末期，互联网的应用越来越普及，CTI、客户信息处理技术（如数据仓库、商业智能、知识发现等技术）得到了长足的发展。结合新经济的需求和新技术的发展，Gartner Group Inc提出了CRM概念。从90年代末期开始，CRM市场一直处于一种爆炸性增长的状态。
CRM概念引入中国已有数年，其字面意思是客户关系管理，但其深层的内涵却有许多的解释。以下摘录国外研究CRM的几位专家对CRM的不同定义，通过这些定义让我们对CRM有一个初步的认识。从字义上看，CRM是指企业用CRM来管理与客户之间的关系。CRM是选择和管理有价值客户及其关系的一种商业策略，CRM要求以客户为中心的商业哲学和企业文化来支持有效的市场营销、销售与服务流程。如果企业拥有正确的领导、策略和企业文化，CRM应用将为企业实现有效的客户关系管理。
CRM是一个获取、保持和增加可获利客户的方法和过程。CRM既是一种崭新的、国际领先的、以客户为中心的企业管理理论、商业理念和商业运作模式，也是一种以信息技术为手段、有效提高企业收益、客户满意度、雇员生产力的具体软件和实现方法。数字化转型网szhzxw.cn
CRM的实施目标就是通过全面提升企业业务流程的管理来降低企业成本，通过提供更快速和周到的优质服务来吸引和保持更多的客户。作为一种新型管理机制，CRM极大地改善了企业与客户之间的关系，实施于企业的市场营销、销售、服务与技术支持等与客户相关的领域。
随着4G移动网络的部署，CRM已经进入了移动时代。移动CRM系统就是一个集3G移动技术、智能移动终端、VPN、身份认证、地理信息系统（GIS）、Webservice、商业智能等技术于一体的移动客户关系管理产品。移动CRM它将原有CRM系统上的客户资源管理、销售管理、客户服务管理、日常事务管理等功能迁移到手机。它既可以像一般的CRM产品一样，在公司的局域网里进行操作，也可以在员工外出时，通过手机进行操作。移动CRM主要实现了经常出差在外，以便随时随地掌握公司内部信息的所提供的手机版管理软件，客户只需下载手机版软件，然后安装在手机上就可以直接使用了，同时账户就用电脑申请的组织名和账户名就能直接使用该系统，这样客户不仅可以随时查看信息，而且也可以通过手机给公司内部人员下达工作指示，同时也可以使用平台所提供的所有功能了。数字化转型网szhzxw.cn
直到今天 ，云计算的全球化使得传统CRM 软件已逐渐被Web CRM（又称为“在线CRM”、“托管型CRM”和“按需CRM”）超越的杰出代表。越来越多的客户倾向于采用Web来管理CRM 等业务应用程序。
作为解决方案（Solution）的客户关系管理（CRM），它集合了当今最新的信息技术，它们包括Internet和电子商务、多媒体技术、数据仓库和数据挖掘、专家系统和人工智能、呼叫中心等等。作为一个应用软件的客户关系管理（CRM），凝聚了市场营销的管理理念。市场营销、销售管理、客户关怀、服务和支持构成了CRM软件的基石。数字化转型网szhzxw.cn
综上，客户关系管理（CRM）有三层含义：
（1）体现为新态企业管理的指导思想和理念数字化转型网szhzxw.cn
（2）是创新的企业管理模式和运营机制
（3）是企业管理中信息技术、软硬件系统集成的管理方法和应用解决方案的总和。
CRM专题栏目文章系列：什么是CRM？CRM的起源与发展是怎样的？翻译：
This paper is one of the articles in the CRM special column of szhzxw.cn. This paper will describe the definition of CRM and the origin and development of CRM.
I. What is CRM?数字化转型网szhzxw.cn
What is CRM? What is CRM?
CRM simply put, Customer Relationship Management refers to that in order to improve the core competitiveness, the enterprise uses the corresponding information technology and Internet technology to coordinate the interaction between the enterprise and the customer in sales, marketing and service, so as to improve its management style. The process of providing innovative and personalized customer interaction and service to customers. The ultimate goal of CRM is to attract new customers, retain old customers and convert existing customers into loyal customers to increase the market.
Gartner Group, which first proposed the concept, believes that the so-called CRM is to provide enterprises with a comprehensive management perspective; Give the enterprise more perfect customer communication ability, maximize the rate of return of customers.数字化转型网szhzxw.cn
CRM is a business strategy that maximizes long-term value by selecting and managing customers.
CRM requires a customer-centric business philosophy and culture to support effective marketing, marketing and service processes. With the right leadership, strategy, and culture in place, the application of CRM can lead to effective CRM.数字化转型网szhzxw.cn
CRM is about developing and promoting business strategies and supporting technology to fill the gaps in the acquisition, growth and retention of customers.
What can CRM do for an enterprise? CRM improves return on assets, in this case the customer and potential customer base.
CRM is an information industry term that refers to methods, software and even Internet facilities that help companies manage customer relationships in an organized way.
For example, an enterprise may build a customer database that adequately describes relationships. So management, salespeople, service providers and even customers can get information, provide products and services that meet customer needs, remind customers of service requirements and know that customers have purchased other products.数字化转型网szhzxw.cn
CRM is an application system based on Internet.
CRM integrates user information resources through the reorganization of enterprise business processes, manages customer relationship in a more effective way, and realizes the sharing of information and resources within the enterprise, thus reducing enterprise operating costs, providing customers with more economical, fast and thoughtful products and services, and retaining and attracting more customers, so as to ultimately achieve the purpose of maximizing enterprise profits.数字化转型网szhzxw.cn
CRM is the abbreviation of Customer Relationship Management.
CRM system is a comprehensive IT technology, but also a new mode of operation, CRM system originated from the “customer-centric” new business model, CRM system is a new management mechanism aimed at improving the relationship between enterprises and customers. CRM is a business strategy by which companies win, retain and satisfy customers. CRM systems enhance customer relationship through technical means, and then create value, and ultimately improve the upper limit and bottom line of profit growth, is the focus of customer relationship management. Of course, whether the CRM system can really play its application effect depends on whether the enterprise really understands the CRM concept of “customer-centered”, whether this concept is implemented into the business process of the enterprise, whether it really improves the user satisfaction and so on.
Customer Relationship Management (CRM) .数字化转型网szhzxw.cn
In order to improve the core competitiveness, achieve the goal of competitive victory and rapid growth, the enterprise establishes a customer-centered development strategy, and on this basis, carries out the whole business process including judging, selecting, striving for, developing and maintaining the needs of customers; CRM is a practice in which enterprises focus on customer relationship, carry out systematic customer research, optimize enterprise organization system and business process, improve customer satisfaction and loyalty, and improve enterprise efficiency and profit level. CRM is also the sum total of advanced information technology, software and hardware, optimization management methods and solutions created and used by enterprises in the process of constantly improving all business processes of the relationship with customers and finally realizing the goal of electronic and automated operation.
CRM is short for Customer Relationship Management, namely, customer relationship management.
The main meaning of CRM is to improve customer satisfaction through in-depth analysis of customer details, so as to improve the competitiveness of enterprises. Customer relationship refers to the collection of information that occurs and develops around the customer life cycle. The core of customer relationship management is customer value management. Through the principle of “one to one” marketing, it can meet the personalized needs of customers with different values, improve customer loyalty and retention rate, and realize the continuous contribution of customer value, so as to comprehensively improve the profitability of enterprises.
CRM is not just a piece of software, IT is a combination of methodology, software and IT capabilities, and a business strategy.
The origin and development of CRM数字化转型网szhzxw.cn
The emphasis on the application of CRM comes from the concept of long-term customer management, which holds that customer is the most important asset of the enterprise and the information support system of the enterprise must be developed under the requirement of information autonomy for the customer.数字化转型网szhzxw.cn
Successful customer autonomy will generate competitive advantage and increase customer loyalty and ultimately increase the company’s profit margin. The CRM approach reflects the combination of cross-functional functions in the marketing system while focusing on the 4p key elements. With an emphasis on winning customers. This further shifts the marketing focus from customer needs to customer retention and ensures that the organization focuses appropriate time, money, and management resources directly on these two critical tasks.
In 1999, Gartner Group Inc put forward the concept of Customer Relationship Management (CRM).
In the ERP concept proposed by Gartner Group Inc earlier, it emphasizes the overall management of supply chain. As the customer is a link in the supply chain, why put forward a separate CRM concept for it?数字化转型网szhzxw.cn
One of the reasons is that in the practical application of ERP.
people find that due to the functional limitations of ERP system itself. As well as the limitations of the development stage of IT technology. ERP system does not well realize the management of the downstream of the supply chain (client). And ERP does not give a good solution to customer diversity in 3C factors. On the other hand, in the late 1990s, the application of the Internet became more and more popular. And CTI and customer information processing technologies. Such as data warehouse, business intelligence, knowledge discovery and other technologies) got great development. Combined with the demands of the new economy and the development of new technologies, Gartner Group Inc proposed the concept of CRM. Since the late 1990s, the CRM market has been in a state of explosive growth.
The concept of CRM.数字化转型网szhzxw.cn
Which literally means customer relationship management, has been introduced to China for several years, but its deep connotation is open to interpretation. The following is an excerpt of the different definitions of CRM by several foreign experts. Through which we have a preliminary understanding of CRM. From the perspective of the word, CRM means that enterprises use CRM to manage the relationship with customers. CRM is a business strategy for selecting and managing valuable customers and their relationships. CRM requires a customer-centric business philosophy and corporate culture to support effective marketing, sales and service processes. With the right leadership, strategy, and culture in place, CRM applications will enable effective customer relationship management.
CRM is a method and process for acquiring, retaining, and increasing profitable customers.
CRM is not only a brand new, internationally advanced, customer-centered enterprise management theory, business philosophy and business operation mode. But also a specific software and implementation method to effectively improve enterprise revenue, customer satisfaction and employee productivity by means of information technology.数字化转型网szhzxw.cn
The implementation goal of CRM is to reduce enterprise costs by comprehensively improving the management of enterprise business processes. And to attract and retain more customers by providing more rapid and thoughtful quality services. As a new management mechanism, CRM greatly improves the relationship between enterprises and customers. And is implemented in customer-related fields such as marketing, sales, service and technical support.
With the deployment of 4G mobile network, CRM has entered the mobile era.
Mobile CRM system is a mobile customer relationship management product that integrates 3G mobile technology, intelligent mobile terminal, VPN, identity authentication, geographic information system (GIS), Webservice, business intelligence and other technologies. Mobile CRM migrates the customer resource management, sales management, customer service management, daily affairs management and other functions of the original CRM system to the mobile phone.数字化转型网szhzxw.cn
It can be operated either on the company’s LAN, like a regular CRM product, or on a mobile phone when an employee is away.
Mobile CRM mainly realizes the mobile version of management software provided by frequent business trips so as to grasp the internal information of the company anytime and anywhere. Customers only need to download the mobile version of the software and install it on the mobile phone. And at the same time, the account can be directly used with the organization name and account name applied by the computer. In this way, customers can not only check the information at any time. You can also give instructions to people inside the company from your phone. And you can use all the functions that the platform offers.
Until today, the globalization of cloud computing has made traditional CRM software gradually surpassed by Web CRM . Also known as “online CRM”, “hosted CRM” and “on-demand CRM”. Outstanding representatives. More and more customers are turning to the Web to manage business applications such as CRM.数字化转型网szhzxw.cn
Customer Relationship Management (CRM) as a Solution, it is a collection of today’s latest information technology. They include Internet and e-commerce, multimedia technology, data warehouse and data mining. Expert systems and artificial intelligence, call center, and so on. As an application software, customer Relationship Management (CRM) embodies the management concept of marketing. Marketing, sales management, customer care, service and support form the cornerstones of CRM software.
In summary, customer relationship management (CRM) has three meanings:
(1) reflected as the guiding ideology and concept of the new state of enterprise management
(2) Innovative enterprise management mode and operation mechanism数字化转型网szhzxw.cn
(3) It is the sum of management methods and application solutions of information technology, software and hardware system integration in enterprise management.数字化转型网szhzxw.cn
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