摘要： 由于市场竞争的发展,目前企业之间的竞争已经从产品竞争深化到了客户服务竞争,以客户为中心的客户关系管理系统(CRM)越来 越受到企业的重视。文章通过对直销业务的研究,提出一种面向直销的CRM系统模型DSCRM,阐述了一个基于该模型的实例系统--雀巢 公司桶装水直销业务领域的客户关系管理系统(NCWCRM)的设计与实现。

关键词: 客户关系管理, 桶装水直销业务, 呼叫中心, 数据仓库

Abstract: The competition between manufactories has evolved from product to customer service, enterprises pay more and more attention to CRM (customer relationship management) system, which concentrate on customer service improvement. By the study and prospective of direct selling business, this article raises a direct selling business oriented CRM model (DSCRM). It also introduces the development and implementation of a CRM system instance NCWCRM, which is based on DSCRM model and has been successfully implemented in Nestle China water home and office business.

中图分类号: 

• TP319