某投資公司谘詢概述英文(pdf 28頁)

Introduction ................................................................................2
How Traditional CRM Ignores the Customer ............................3
The Evolution of CRM .................................................................6
The Competitive Advantages of Next Generation CRM ...........8
Implementing Next Generation CRM ........................................11
Next Generation CRM Market Imperatives ...............................16
Next Generation CRM in Action: The ipulsys Case Study .........18
Why Next Generation CRM Works ..............................................23
Endnotes & Acknowledgements ................................................24

Competition in the communications industry hasbecome the strategist's nightmare of a war waged on many fronts.Battles over technology rage as firms grapple with the disruptiveeffects of wireless service demands and Internet-based telephonyon the private switched telephone network. A global race for scalehas seen national incumbents invest billions in foreign markets.
The perceived need to diversify services has companies such asAT&T, NTT, and Vodafone moving toward content provision, despitecapital market pressures to stay focused on their profitable corebusinesses. And the emergence of "non-telco" entrants such asVirgin in the UK and a wide variety of electric utility companiesin the US is creating a new class of competitors single-mindedlyfocused on winning the highest-value customers.Despite uncertainty about how best to compete in theevolving communications marketplace, most companies know thatat least one aspect of their business is critically important no matterhow other competitive questions are resolved: they know they mustexcel at serving customers.

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