翻譯文獻-電子客戶關(guān)系管理

外文原文ELECTRONICCUSTOMERRELATIONSMANAGEMENT1INTRODUCTIONTODAYTHEONLINEENTERPRISEANDELECTRONICCOMMERCEWORLDONESELFVERYDIFFICULTLYIFTHECOMPETITORDIFFERENTIATEDFREQUENTLYAFTERCOMPETITIONINTENSEUSSOMEONLINEENTERPRISEPROVIDESTHECONVENIENCE,PERSONALIZATIONPERFECTSERVICETHISFORTHEUSERANDSPLITSUPTOMANYONLINEENTERPRISESSUCCESSESTOTHEKEYFUNCTIONTHROUGHEFFECTIVELYTHECOMMUNICATIONANDTHETRANSMISSIONPRODUCT,THESERVICE,THEINFORMATIONASWELLASTHECUSTOMERQUESTION,REQUESTSOLUTIONWHICHANDNEEDS,CRMTOCONCENTRATEINFORTHECUSTOMERPROVIDESWITHTHEMAINTENANCEHIGHQUALITYSERVICECRMMAYINCLUDETHECALLPROCESSINGHITSFROMOVERSEASCUSTOMERANDSERVICEREPRESENTATIVEWITHHITSPRESERVESTOWARDOVERSEASTELEPHONE,THESALESTRACKALLSALESTRACKANDTHERECORDINGANDTHETRANSACTIONSUPPORTUSEINPROCESSINGCOMMERCIALTRANSACTIONTECHNOLOGYANDPERSONNELANDOTHERFUNCTIONSECRMISCRMINTHEELECTRONICCOMMERCESTRATEGYAPPLICATION,INCLUDINGTOTHECUSTOMEREXPERIENCEANDITSTHEPERSONALIZATIONANDTHEUSERWHICHWITHTHEWEBSITE,THECALLCENTERORANYOTHERCUSTOMERRELATIONELECTRONICCOMMERCEWAYSAFFECTSMUTUALLYICRMTHISTERMINOLOGYMAYUSEINTURNWITHECRMTHEELECTRONICCOMMERCECUSTOMERRELATIONSMANAGEMENTINORDERTOPROVIDEHIGHGRADECRM,THECOMPANYMUSTFORMULATEHASISCLEARABOUTTHEGOALTHEPLAN,ANDCARRIESOUTTHISPLANWITHTHEMARKETANDTHEINFORMATIONTECHNOLOGYDEPARTMENTCOOPERATIONTHEENTERPRISEANALYSTSSHOULDEXAMINETHEPLANALLDETAILSANDTHEDATA,LIKETHEEXPENSEDROPSORTHECUSTOMERCOMPLAINSINCREASES,BYDEFINESTHECRMSYSTEMECRMISESSENTIALTOTHEONLINEENTERPRISESSUCCESS,BECAUSERELATIONSBETWEENTHEMERCHANTANDTHECUSTOMEROFAREBECOMEESTRANGED,YOUPOSSIBLYNEVERSAWTOPERHAPSHASSPOKENWITHOPPOSITEPARTYTHEREFORECONSTRUCTSTHEVERTICALSHAFTTOMAINTAINTHISKINDOFRELATIONS,MOREUNDERSTOODOPPOSITEPARTYISEXTREMELYIMPORTANTTHISKINDOFRELATIONSCANCAUSETHECUSTOMERTOTURNHEADTHEREPETITIONPURCHASEDETAINSTHEEXISTINGCUSTOMERTODEVELOPTHENEWCUSTOMERTOHAVETOBEMUCHCHEAPERTHAN2TRACKANDANALYSISDATATHEONLINEADVERTISINGAGENT,THEONLINEASSOCIATIONANDTHEONLINEENTERPRISEUSEINTRACKINGTHEVISITCUSTOMERBEHAVIORANESSENTIALMETHODISRENTSTRACKSTHEEQUIPMENTDATAWHICHTHROUGHTHERECORDINGDOCUMENTANALYSIS,THEDATAMINING,THECUSTOMERREGISTRATION,HOMEPAGECOOKIEANDOTHEREQUIPMENTCOLLECT,ALONGWITHTIMEPASSING,CANUSEINVISITINGTHECUSTOMEREXPERIENCEPERSONALIZATION,DISCOVERSTHECUSTOMERUSETENDENCYTOEXAMINETHEWEBSITETHEPOTENCYTHISTHISTRACKEQUIPMENTINUNDERSECTIONALIZATIONSPECIFYTHECORRECTDATAANALYSISANDTHERESPONSEMEASUREREALIZATION,CANUSEININCREASINGTHEMARKETCOMPETITIVEPOWER,BRINGSACUSTOMERGREATERDEGREESATISFACTIONTHEADVERTISEMENTCUSTOMERANDWEBSITEOWNERMAYUSETHEIDCARD,THEMARKINGADVERTISEMENTCLICKSWITHWEBBUGNETWORKINTERCEPTIONPROCEDURETRACKSTHEVISITORTHEIDCARDCANCAUSETHEINFORMATIONTOTRANSMITFROMTHEWEBSITETOYOURSCOMPUTERNOTINCLUDINGYOURSNAMEANDEMAILADDRESSADDRESSSPEAKINGOFYOURCOMPUTERSEARCHINFORMATION,ONLYTHENONYOURNETTHEPERSONALCOMPUTINGDIGITALADDRESSINTHENETWORKTHEBROWSERANDTHEOPERATINGSYSTEMISESSENTIALTHEADVERTISEMENTCLICKSCANCAUSETHEVISITCUSTOMERTHROUGHTOCLICKONTHEADVERTISEMENTTOSEETOTHEPRODUCTORTHESERVICETHISALSOISCALLEDTHETRACKEQUIPMENTUSE,BECAUSETHEADVERTISEMENTCUSTOMERCANUNDERSTANDTO,ANYSTANDCREATEDINABIGWAYHASCLICKEDONTHESALE,WHICHADVERTISEMENTSWEREMOSTEFFECTIVEWEBBUGORTHECLEARGIFFORMIMAGEDOCUMENTSETSINLAYSONTHESCREENINSOMEIMAGE,WEBSITEOWNERPERMITSTHECOMPANY,SPECIALLYADVERTISEMENTCOMPANY,THISTHISCOLLECTIONOFINFORMATIONPROCEDURETIBETINTHEIRSTANDDIFFERENTPARTWHENEVERTHEUSERREQUESTSTOBRINGWEBBUGTHEHOMEPAGE,WEBBUGONTOMAKEWEBBUGTHECOMPANYSERVERTOSENDOUTTHEREQUEST,LIKETHISCANTRACKTHEUSERONLINEWHEREABOUTSTHISKINDOFTRACKLAWALLOWSTHEMEMBERTOCOLLECTTHEUSERINFORMATION,FOREXAMPLE,MAYCONCEIVETHEPERMISSIONADVERTISEMENTCOMPANYTOLAYASIDEWEBBUGINITSCUSTOMERWEBSITEIFYOUVISITTOHAVEWEBBUGTHESTAND,VISITSTHEINFORMATIONABOUTYOUTOBEABLETORECORDTOONTHEADVERTISEMENTCOMPANYSSERVERTHEN,IFHAVEADVERTISEMENTCOMPANYWEBBUGYOUTOANOTHERTHESTAND,YOURVISITALSOCANBYTHERECORDTHISPERMISSIONADVERTISEMENTCOMPANYCONTINUESTOESTABLISHTHECUSTOMERDISPOSITIONDOCUMENTUNDERSEVERALNARRATEDTHETRACKANDTHEANALYSIS,INCLUDINGRECORDINGDOCUMENTANALYSIS,DATAMINING,CUSTOMERREGISTRATIONANDHOMEPAGECOOKIE21RECORDINGDOCUMENTSANALYSISWHENYOUVISITSOMESTAND,YOUONSUBMITTHEINFORMATIONFROMTHESTANDSERVERTOREQUESTTHAT,THISREQUESTISRECORDEDTHERECORDINGDOCUMENTTHERECORDINGDOCUMENTISCOMPOSEDBYTHESTANDVISITPRODUCTIONDATA,INCLUDINGEACHVISITORSPOSITION,IPADDRESS,VISITTIME,RATEOFPEOPLELOGGINGINANDOTHERINFORMATIONTHERECORDINGDOCUMENTANALYSISORGANIZESANDSUMMARIZESCONTAINSINTHERECORDINGDOCUMENTTHEINFORMATIONTHERECORDINGDOCUMENTANALYSISCANVISITTHECUSTOMERSPECIALLYINTHEDETERMINATIONTHEQUANTITY,THISKINDOFINFORMATIONMAYUSEINTHEADVERTISEMENTGOALTHERECORDINGDOCUMENTANALYSISCANTOYOUDEMONSTRATETHESTANDCHANGEORCARRIESONTHEADCAMPAIGNTHEWEBSITECOMMUNICATIONLOADEFFECTUNDERSTOODYOURSOURCEOFTOURISTSISHELPFULTOSETSATARGETWELLTHEMARKETFOREXAMPLE,IFNOTESTOHASVERYMANYINTERNATIONALVISITORS,BUTYOURMARKETINTHELOCALITY,POSSIBLYNEEDSTOCONSIDERTHEDETERMINATIONINCLUDINGTHESEVISITORSGOALMARKETS,ANDTHEREFOREREVISESTHEWEBSITE22DATAMININGSALTHOUGHTHERECORDINGDOCUMENTANALYSISISDETERMINESTHENETWORKCOMMUNICATIONLOADSTATISTICSTHEGOODMETHOD,BUTFINALLYYOUMUSTKNOWABOUTYOURSCUSTOMERMORESITUATIONSTHEDATAMININGUSEALGORITHMANDTHESTATISTICALTOOLSEEKTHESOURCEINTHECUSTOMERVISITDATAMODELALTHOUGHTHEENTERPRISE“THEDATAISRICH“,BUTVERYLITTLEFULLYUSESTHESEDATATHEMANUALINSPECTIONMASSIVEDATACOSTAGREATDEALOFMONEYEXTREMELYTIMECONSUMINGTHEENTERPRISEMAYINTHESERVICEDATAEXCAVATIONANALYSISCOMPANYINTERIORORTHEMARKETTENDENCY,THISKINDOFINFORMATIONTRANSFERSBUTHELPSTHEIREFFECTIVELYMARKETINGPRODUCT,THEMANAGEMENTENTERPRISETHEPUBLICMODELCANTHROUGHTHEHELPENTERPRISEUNDERSTANDWELLITSCUSTOMER,ENHANCESCRMANDTHEMARKETINGCOMPETITIONTHEENTERPRISEALSOCANDISCOVERTHENEWDEMANDEITHERTHEIMPROVEMENTPRODUCTORTHESERVICETHROUGHTHERESEARCHCUSTOMERPURCHASEMODELTHEHNCSOFTWARECOMPANYPROVIDESDATABASEMININGMARKSMANWWWHNCMARKSMANCOMTHEPRODUCTCANEXCAVATETHEDATA,ANDPROVIDESTHESTATISTICALMODEL,THECUSTOMERANALYSISANDTHEMARKETINGCOMPETITIONTOMARKETALLQUARTERSFOREXAMPLE,ITCANHELPYOUTODETERMINETHECORRECTMARKETINGCOMPETITIONGOALCOMMUNITYTHEHNCSOFTWARECOMPANYFILLSOUTAFORMANDTHEQUALIFIEDPERSONTOTHESEPROVIDES30DAYLONGFREETESTSDATADISTILLERIESWWWDATADISTILLERIESCOMALSOPROVIDESTHECUSTOMERRELATIONSMANAGEMENTPRODUCTANDTHESERVICE,INCLUDINGISCALLEDASDD/MARKETERDATAMININGSOFTWAREVISITSWWWANGOSSCOM/KSPROD/KSPAGEHTMMAYDOWNLOADTHEFREEKNOWLEDGESEEKEREDUCATIONVERSION,THISISTHEDATAMININGPRODUCTWHICHPROVIDESBYTHEANGOSSSOFTWARECOMPANYOTHERPROVIDETHEDATAMININGSERVICETHEWEBSITEALSOTOHAVEWWWAPPLIEDMETRIXCOM,WWWDATAINSTINTSCOMANDWWWSMARTDRILLCOM23CUSTOMERSREGISTRATIONSWHENPROVIDESTHEACTUALBENEFITTOTHECUSTOMER,SUGGESTEDCARRIESONTHECUSTOMERREGISTRATION,THEREQUESTCUSTOMERFILLSININDIVIDUALINFORMATIONINTHETABLEWITHBYTOPRODUCETHEDISPOSITIONDOCUMENTWHENEACHTIMETHECUSTOMERUSEUSERNAMEANDTHEPASSWORDREGISTERTHEWEBSITE,THEIRBEHAVIORCANRECEIVETRACKSANDSTOREINTHECOMPANYTHEDATABASETHISINFORMATIONISHELPFULINTHECOMPANYDESIGNSTHESTAND,THECUSTOMERSERVICEANDTHEMARKETINGSTRATEGYINVIEWOFTHECUSTOMERDEMANDWANTSTHECUSTOMERREGISTRATIONTOBEVERYDIFFICULTTHEPEOPLEDONOTWOULDRATHERFREQUENTLYFILLINREQUESTINDIVIDUALINFORMATIONTHEFORMTHEESTABLISHMENTCUSTOMERDOCUMENTBESTMETHODREQUESTSTHELEASTINFORMATION,LIKEUSER,PASSWORDANDELECTRONICMAILADDRESSIFTHEWEBSITEPROVIDESTHEONLINESERVICE,PROVIDESTHEFREETESTORTHEFREEEXAMPLELETSTHECUSTOMERREALIZETHISSERVICE,YOUSHOULDENCOURAGETHELATENTCUSTOMERREGISTRATIONREGISTRATION,FORTHEINDUCTIONUSERREGISTRATION,THEVENDINGCOMPANYMAYPROVIDESOMEPLEDGES,LIKEONTHEFREEPRESENTCARD,THEFREECALLINGCARDORTHENETTHESHOPPINGDISCOUNT,THEREGISTRATIONPROCESSSHOULDBEQUICKLYEASY,OTHERWISETHEUSERPOSSIBLYWALKSAFTERTHEPOTENTIALUSERREGISTRATION,YOUSHOULDSENDTHEEMAILTOTHEM,ANDWELCOMETHEMINCLUDINGTHEIRSUSERTOVISITTHEWEBSITESOMEWEBSITESASKEACHUSERTOPROPOSEONLYTHENTHEUSERTOKNOWTHEANSWERTHESPECIFICQUESTIONIFTHEUSERHASFORGOTTENTHEPASSWORD,CANASKTHEIRTHISQUESTIONAFTERRECEIVESTHECORRECTANSWER,THEWEBSITEPOSTALGIVESTHEPASSWORDTHEUSER3PERSONALIZATIONTHEPERSONALIZATIONUSECOMESFROMTHETRACK,THEEXCAVATIONANDTHEDATAANALYSISINFORMATION,HASCUSTOMMADEITFORTHECUSTOMERWITHBETWEENCOMPANYSMUTUALFUNCTIONPRODUCT,THESERVICE,THEWEBSITEANDEMPLOYEES,THEUSERANDTHECOMPANYALLCANPROFITFROMTHESOURCEINTHEPERSONALIZATIONSPECIALTREATMENT,PROVIDESTHESPECIALBENEFITTOYOURSCUSTOMERTHECONTENT,ISHELPFULINESTABLISHESONEKINDOFRELATIONS,YOUCANRETURNSTOTHEWEBSITEWHENEACHTIMETHECUSTOMERRELYONTHISKINDOFRELATIONS,THROUGHPROVIDES,THEADVERTISEMENT,THEPROMOTIONANDTHESERVICELOCKONTOTARGETUSERPERSONALLY,THEUSERMAYENJOYTHEPERSONALIZATIONATTENTIONANDBEPOSSIBLYMORELOYALATFIRST,FEELSFREQUENTLYWITHTHEACTUALSTORETOINDIVIDUALSERVICECOMPARES,THEINTERNETLACKSTHEPERSONALIZATIONHELPCOMPLEXTECHNICALHELPVERYMANYWEBSITESPROVIDEWITHTHECUSTOMERINDIVIDUALRELATION,FOREXAMPLE,AMAZONCOMPROVIDESTHECUSTOMERREGISTRATION,THERECOMMENDATIONPRODUCTANDTHEPERSONALIZATIONRECEPTIONCUSTOMERTHEPERSONALIZATIONISVERYIMPORTANTTOTHENETWORKMARKETING,SPECIALLYTOMANAGESTHECUSTOMERRELATIONSBYTOENHANCETHECUSTOMERLOYALTYCOLLABORATIVEFILTERINGCOMPAREDTHECURRENTUSERSINTERESTANDTHEPOLICYMAKINGRANKANDTHEPASTUSER,BYPROVIDESWITHTHEPRESENTUSERINTERESTCORRELATIONCONTENTMUSICANDTHEBOOKSWEBSITEMAKESTHERECOMMENDATIONAFTERCOMMONLYUSEDCOLLABORATIVEFILTERINGTOTHEUSERVISITSWWWSHADOWIEORBERKELEYEDU/HUMOR/INFOHTMLEXPERIENCESTHESOURCEFROMTHECOLLABORATIVEFILTERINGPERSONALIZATIONTHEAPPRAISALLISTSJOKETHENREGISTRATIONFREEGAINUSECOLLABORATIVEFILTERINGRECOMMENDATIONJOKETHISWEBSITEALSOPROVIDESWITHOTHERINCLUDESTHECOLLABORATIVEFILTERINGINFORMATIONTHEWEBSITELINKBASEDONRULEPERSONALIZATIONEXPRESSIONPERSONALIZATIONCONTENT,THESECONTENTSBASEDONFORMULATIONRULESANDREGULATIONSORSUPPOSITIONUSERDISPOSITIONDOCUMENT31INTELLIGENTAGENTSTHEINTELLIGENTAGENTISONEKINDOFPROCEDURE,CANONLINEUSE,HELPSTHEUSERTOCOMPLETEASSIGNSTHEDUTY,AUTOMATICALLYCOMPLETESTHETASKINCLUDINGTHESEARCHINFORMATIONADVANTAGEFOREXAMPLE,FOUNDTHEFLOORPRICETHROUGHTHEHELPUSERSOMEPRODUCTBUTTOBEABLETOSAVETIMEFORTHEUSERIFDOESNOTUSETHEINTELLIGENTAGENT,THEUSERMUSTVISITVERYISSUEDTHISPRODUCTTHEWEBSITE,BYDECIDEDWHICHWEBSITEBIDSLOWLYTHEINTELLIGENTAGENTALSOCANTHROUGHPROVIDEWITHTHEUSERINTERESTCORRELATIONCONTENT,BUTMAKESTHEPERSON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