一、从需求层面来看企业为什么要实施CRM系统/软件
放眼看去，一方面，很多企业在信息化方面已经做了大量工作，收到了很好的经济效益。另一方面，一个普遍的现象是，在很多企业，销售、营销和服务部门的信息化程度越来越不能适应业务发展的需要，越来越多的企业要求提高销售、营销和服务的日常业务的自动化和科学化。这是客户关系管理应运而生的需求基础。
二、从技术层面来看企业为什么要实施CRM系统/软件
计算机、通讯技术、网络应用的飞速发展使得上面的想法不再停留在梦想阶段。
办公自动化程度、员工计算机应用能力、企业信息化水平、企业管理水平的提高都有利于客户关系管理的实现。我们很难想象，在一个管理水平低下、员工意识落后、信息化水平很低的企业从技术上实现客户关系管理。有一种说法很有道理：客户关系管理的作用是锦上添花。进入二十一世纪，信息化、网络化的理念在我国很多企业已经深入人心，很多企业有了相当的信息化基础。
电子商务在全球范围内正开展的如火如荼，正在改变着企业做生意的方式。通过Internet，可开展营销活动，向客户销售产品，提供售后服务，收集客户信息。重要的是，这一切的成本是那么低。
客户信息是客户关系管理的基础。数据仓库、商业智能、知识发现等技术的发展，使得收集、整理、加工和利用客户信息的质量大大提高。在这方面，我们可看一个经典的案例。一个美国最大的超市：沃尔玛，在对顾客的购买清单信息的分析表明，啤酒和尿布经常同时出现在顾客的购买清单上。原来，美国很多男士在为自己小孩买尿布的时候，还要为自己的带上几瓶啤酒。而在这个超市的货架上，这两种商品离得很远，因此，沃尔玛超市就重新分布货架，即把啤酒和尿布放得很近，使得购买尿布的男人很容易地看到啤酒，最终使得啤酒的销量大增。这就是著名的“啤酒与尿布”的数据挖掘案例。
三、从管理方法层面来看企业为什么要实施CRM系统/软件
经过二十多年的发展，市场经济的观念已经深入人心。当前，一些先进企业的重点正在经历着从以产品为中心向以客户为中心的转移。有人提出了客户联盟的概念，也就是与客户建立共同获胜的关系，达到双赢的结果，而不是千方百计地从客户身上谋取自身的利益。
二十一世纪是一个变革的时代、创新的时代。比竞争对手领先一步，而且仅仅一步，就可能意味着成功。业务流程的重新设计为企业的管理创新提供了一个工具。在引入客户关系管理的理念和技术时，不可避免地要对企业原来的管理方式进行改变，变革、创新的思想将有利于企业员工接受变革，而业务流程重组则提供了具体的思路和方法。
翻译：
From the perspective of demand, why should the enterprise implement CRM system/software
Looking around, on the one hand, many enterprises have done a lot of work in informatization and received good economic benefits. On the other hand, it is a common phenomenon that in many enterprises, the informatization degree of sales, marketing and service departments is increasingly unable to meet the needs of business development. More and more enterprises require to improve the automation and scientific of the daily business of sales, marketing and service. This is the demand basis for the emergence of customer relationship management. Digital transformation network szhzxw.cn
From the technical perspective, why should enterprises implement CRM system/software
The rapid development of computers, communication technology and Internet applications has made these ideas no longer a dream.
The improvement of office automation degree, computer application ability of employees, enterprise informatization level, enterprise management level is conducive to the realization of customer relationship management. It is hard for us to imagine that customer relationship management can be realized technically in an enterprise with low management level, backward employee consciousness and low informatization level. There is a good argument that CRM is the icing on the cake. Entering the 21st century, the concept of informationization and networking has become more and more popular in many enterprises, and many enterprises have quite the informationization foundation.
E-commerce is in full swing all over the world and is changing the way companies do business.
Through the Internet, can carry out marketing activities, sell products to customers, provide after-sales service, collect customer information. What matters is how little it all costs. Digital transformation network szhzxw.cn
Customer information is the foundation of customer relationship management.
With the development of data warehouse, business intelligence, knowledge discovery and other technologies, the quality of collecting, sorting, processing and utilizing customer information has been greatly improved. In this regard, we can look at a classic case. Wal-mart, one of America’s largest supermarkets, has analyzed information from its customers’ shopping lists, showing that beer and diapers often appear together on customers’ shopping lists. It turns out that when buying diapers for their children, many American men also bring a few bottles of beer for their own. The two items were far away from each other on the store’s shelves, so Wal-Mart redistributed the shelves so that the men who bought the diapers could easily see the beer, leading to a big increase in beer sales. This is the famous “beer and diapers” data mining case. Digital transformation network szhzxw.cn
From the perspective of management methods, why should enterprises implement CRM system/software
After more than 20 years of development, the concept of market economy has been deeply rooted in people’s hearts. At present, some advanced enterprises are experiencing a shift in focus from product – centered to customer – centered. Some people put forward the concept of customer alliance, which is to build a win-win relationship with customers, instead of trying every means to seek their own interests from customers. Digital transformation network szhzxw.cn
The 21st century is a time of change and innovation. One step ahead of the competition, and just one step, could mean success. Business process redesign provides a tool for enterprise management innovation. When introducing the concept and technology of customer relationship management. It is inevitable to change the original management mode of the enterprise. The idea of change and innovation will help the employees to accept the change, and the business process reengineering provides specific ideas and methods. Digital transformation network szhzxw.cn
