求助一篇关于顾客满意度的英文文献，谢谢！

服务 service marketing服务质量管理 service quality management-----customer relationship management (crm) ** a multifaceted process, mediated by a set of **rmation technologies, that focuses on creating two-way exchanges with customers so that firms h**e an intimate knowledge of their needs, wants, and buying patterns. in th** way, crm helps companies understand, as well as anticipate, the needs of current and potential customers.[1] functions that support th** business purpose include sales, marketing, customer service, training, professional development, performance management, human resource development, and compensation. many crm initiatives h**e failed because implementation was limited to software installation without alignment to a customer-centric strategy.there are many aspects of crm which were m**takenly thought to be capable of being implemented in **olation from each other. [3]from the outside of the organization, a customer experiences the business as one entity operating over extended periods of time. thus piecemeal crm implementation can come across to the customer as unsynchronized where employees and web sites and services are acting independently of one another, yet together represent a common entity.crm ** the philosophy, policy and coordinating strategy connecting different players within an organization so as to coordinate their efforts in creating an overall valuable series of experiences, products and services for the customer.the different players within the organization are in identifiable groups:customer facing operations - the people and the technology support of processes that affect a customer's experience at the frontline interface between the customer and the organization. th** can include face to face, phone, im, chat, email, web and combinations of all media. self-service kiosk and web self-service are doing the job of vocals and they belong here. internal collaborative functional operations - the people and technology support of processes at the policy and back office which ultimately affect the activities of the customer facing operations concerning the building and maintaining of customer relationships. th** can include it, billing, invoicing, maintenance, planning, marketing, advert**ing, finance, services planning and manufacturing. external collaboration functions - the people and technology support of processes supporting an organization and its cultivation of customer relationships that are affected by the organization's own relationship with suppliers/vendors and retail outlets/d**tributors. some would also include industry cooperative networks, e.g. lobbying groups, trade associations. th** ** the external network foundation which supports the internal operations and customer facing operations. customer advocates and experience designers - creative designers of customer experience that meet customer relationship goals of delivering value to the customer and profit to the organization (or desired outcomes and achievement of goals for non-profit and ** organizations) performance managers and marketing analysts - designers of key performance indicators and collectors of metrics and data so as to execute/implement marketing campaigns, call campaigns, web strategy and keep the customer relationship activities on track. th** would be the milestones and data that allow activities to be coordinated, that determine if the crm strategy ** wo**ng in delivering ultimate outcomes of crm activities: market share, numbers and types of customers, revenue, profitability, intellectual property concerning customers preferences. customer and employee surveyors and analysts - customer relationships are both fact driven and impression driven - the quality of an interaction ** as important as the **rmation and outcome achieved, in determining whether the relationship ** growing or shrinking in value to the participants. [edit] technology considerationsthe basic building blocks:a database for customer lifecycle (time series) **rmation about each customer and prospect and their interactions with the organization, including order **rmation, support **rmation, requests, complaints, interviews and survey responses.customer intelligence - translating customer needs and profitability projection into game plans for different segments or groups of customers, captured by customer interactions (human, automated or combinations of both) into software that tracks whether that game plan ** followed or not, and whether the desired outcomes are obtained.business modeling customer relationship strategy, goals and outcomes: numbers and description of whether goals were met and models of customer segments and game plans worked as hypothesized.learning and competency management systems - customer capacity and competency development - training and improving processes and technology that enable the organization to get closer to achieving the desired results. complex systems require practice in order to achieve desired outcomes, especially when humans and technology are interacting. iteration ** the key to refining, improving and innovating to stay ahead of the competition in customer relationship management. (successful tools, technology and practices will be copied by the competition as soon as they are proven successful.)the building blocks can be implemented over time separately, but eventually need to be dynamically coordinated. the ongoing alignment of the basic building blocks d**tingu**hes an elegant seamless crm implementation which successfully builds mutually valuable relationships.[edit] types/variations of crmthere are several different approaches to crm, and at present there ** no one software package that allows all of these approaches to be applied. when companies consider implementing a crm strategy, they usually talk about either campaign management or sales force automation. although crm ** much more than either of those parts, software packages are usually based around one or the other idea (with sfa being the most popular).operational crmoperational crm provides support to "front office" business processes, including sales, marketing and service. each interaction with a customer ** generally added to a customer's contact h**tory, and staff can retrieve **rmation on customers from the database when necessary.one of the main benefits of th** contact h**tory ** that customers can interact with different people or different contact channels in a company over time without h**ing to describe the h**tory of their interaction each time.consequently, many call centers use some kind of crm software to support their call center agents.operational crm processes customer data for a variety of purposes:managing campaigns enterpr**e marketing automation sales force automation sales force automation (sfa)sales force automation ** a type of operational crm that ** designed to automate sales-force-related activities, such as lead tracking. software products perform such tasks as:keeping l**ts of leads assigning l**t segments to salespeople allowing l**t contacts to be called or e-mailed tracking responses generating reports analytical crmanalytical crm analyzes customer data for a variety of purposes:design and execution of targeted marketing campaigns to optimize marketing effectiveness design and execution of specific customer campaigns, including customer acqu**ition, cross-selling, up-selling, retention analys** of customer beh**ior to aid product and service dec**ion making (e.g. pricing, new product development etc.) management dec**ions, e.g. financial forecasting and customer profitability analys** prediction of the probability of customer defection (churn analys**) analytical crm generally makes he**y use of data mining.sales intelligence crmsales intelligence crm ** very similar to analytical crm, but it ** intended as a more direct sales tool. features include the delivery of "alerts" to sales people based on analys** of such factors as:cross-sell/up-sell/switch-sell opportunities. customer drift. sales performance, good and bad. customer trends customer margins campaign managementcampaign management software ** marketing-oriented crm software that combines elements of operational and analytical crm and allows campaigns to be run on an ex**ting client base. campaign management ** used when you need to create personalized offers when it ** prohibitively expensive to personally contact each client. campaign management software functions include:choosing campaign recipients from the client base according to selected criteria development of a campaign offer (th** ** often done "out-of-the-system" and ** not automated) assigning specific campaign offers to selected recipients automatically sending offers to the selected clients via selected channels (either directly, via channels such as e-mail, or indirectly, by creating l**ts for use in channels such as direct mail) gathering, storing, and analyzing campaign results (including tracking responses and analyzing propensities) collaborative crmthe function of the customer interaction system or collaborative customer relationship management ** to coordinate the multi-channel service and support given to the customer by providing the infrastructure for responsive and effective support to customer **sues, questions, complaints, etc.collaborative crm aims to get various departments within a business, such as sales, technical support and marketing, to share the useful **rmation that they collect from interactions with customers. feedback from a technical support center, for example, could be used to **rm marketing staffers about specific services and features requested by customers. collaborative crm's ultimate goal ** to use **rmation collected from all departments to improve the quality of customer service.[4]geographic crmgeographic crm (gcrm) ** a customer relation management **rmation system which collaborates geographic **rmation system and traditional crm.gcrm combines data collected from route of movement, types of residence, ambient trading areas and other customer and marketing **rmation which are matched with relevant road conditions, building formations, and a floating population. such data are conformed with a map and ** regionally analyzed with olap(on-line analytical processing) for v**ualization. th** enables a company to examine potential customers and manage ex**ting customers in the region.strategyseveral commercial crm software packages are **ailable which vary in their approach to crm. however, as mentioned above, crm ** not just a technology but rather a comprehensive customer-centric approach to an organization's philosophy in dealing with its customers. th** includes policies and processes, front-of-house customer service, employee training, marketing, systems and **rmation management. hence, it ** important that any crm implementation considerations stretch beyond technology, towards the broader organizational requirements.the objectives of a crm strategy must consider a company’s specific situation and its customers' needs and expectations. **rmation gained through crm initiatives can support the development of marketing strategy by developing the organization's knowledge in areas such as identifying customer segments, improving customer retention, improving product offerings (by better understanding customer needs), and by identifying the organization's most profitable customers.[5]crm strategies can vary in size, complexity and scope. some companies consider a crm strategy to only focus on the management of a team of salespeople. however, other crm strategies can cover customer interaction across the entire organization. many commercial crm software packages that are **ailable provide features that serve sales, marketing, event management, project management and finance.successeswhile there are numerous reports of "failed" implementations of various types of crm projects,[6] these are often the result of unreal**tic high expectations and exaggerated claims by crm vendors.many of these "failures" are also related to data quality and **ailability. data cleaning ** a major **sue. if the company crm strategy ** to track life-cycle revenues, costs, margins and interactions between individual customers, th** must be reflected in all business processes. data must be extracted from multiple sources (e.g., departmental/div**ional databases, including sales, manufacturing, supply chain, log**tics, finance, service, etc.), requiring an integrated, comprehensive business processing system to be in place with defined structures and data quality. if not, interfaces must be developed and implemented to extract data from different systems. th** creates a demand far beyond customer sat**faction to understand the full business-to-business relationship. for th** reason, crm ** more than a sales or customer interaction system.the experience from many companies[who?] ** that a clear crm requirement with regard to reports (e.g., input and output requirements) ** of vital importance before starting any implementation.[citation needed] with a proper demand specification, a great deal of time and money can be s**ed based on real**tic expectations of systems capability.[citation needed] a well operating crm system can be an extremely powerful tool for management and customer strategies.privacy and data securityone of the primary functions of crm software ** to collect **rmation about customers. when gathering data as part of a crm solution, a company must consider customer privacy and data security with respect to legal and cultural environments. some customers prefer assurance that their data ** not shared with third parties without their consent and that it cannot be illicitly accessed by third parties. 20210311