案例编号:
CN_2016XXXTYDZSW_3500
译名:
CRM System for Internal Management Control in N Company
中文关键词:
客户关系管理;CRM;企业内部管控;销售管理控制
英文关键词:
Customer Relationship Management, CRM, internal management control
中文摘要:
本教学案例是一个平台型案例。N公司是一家为企业用户提供无线网络产品和整体应用解决方案的IT公司。随着业务的快速增长,公司遇到了一系列客户资源管理和内部业务流程管控方面的问题。2005年,通过实施客户关系管理(CRM)系统,公司成功解决了原来困扰管理层的上述问题。传统上CRM系统主要是应用于外部客户资源管理,但本案例的独特之处在于它展示了在国内中小企业中,CRM系统被企业用于有效加强内部管控的现象。
英文摘要:
This teaching case is a platform case, in which N Company was a small Chinese IT firm that provided wireless network products and total solutions for organizations, and its business covered distribution of hardware products, system integration, and software development. With the development and wide application of wireless network technology in China, N Company gained rapidly increasing sales from 1999 to 2004 and its size also enlarged greatly. As N Company expanded, however, management problems gradually emerged. To deal with these problems, N Company decided to implement a CRM system at the end of 2005. After several months’ implementation and three years’ actual use, the CRM system proved to be effective in improving not only N Company’s customer service but also internal management. Whereas CRM is commonly used externally in managing customer relationship, this teaching case shows that in the context of Chinese small-and-medium-sized enterprises, CRM systems can be used to strengthen internal management control in particular.
查看试看版
案例检索