以下文字节选自历年真题，划线部分为结合案例进行分析的部分，未划线部分为通用文字（需要熟练掌握），考试时结合案例进行具体分析。

The purpose of CRM is the building of relationships in order to affect customer acquisition, retention and loyalty, resulting in the development of 1:1 relationships with these customers. This ‘customer focused’ approach, which will involve building a strong relationship with Co’s customers as well as gathering, storing and sharing information about these customers across the organisation, will likely improve customer loyalty.

顾客关系管理的目标就是获得、留下更多的顾客并且建立顾客对品牌的忠诚度。

The internet would make it possible for Co to have frequent contact with its customers, and so enable us to operate and maintain a detailed customer database, assisting us even further in developing better customer relationships. A further value of the internet for Co could be seen in the quicker flow of information (real time sales data) and more consistent communications which can result from its use.

互联网可以帮助企业获得关于客户的实时数据，并且使得企业与顾客之间的联系更为频繁和紧密。

The effective use of CRM systems could assist in Co’s relationship-building activities while also contributing to the profitability of the business. Some of the goals which we should set would include retaining our existing passengers, improving customer satisfaction with the services we offer and increasing customer loyalty. Customers who receive excellent services remain loyal and a further advantage is that they provide free advertising by talking about the organisation’s services.

通过与顾客建立良好关系可以帮助企业提高盈利能力

Operational CRM includes customer-facing applications such as sales force automation, enterprise marketing automation and customer service and support. Rail Co may consider the implementation of a customer call centre, which is also a component of operational CRM. In this way, all interactions with the customer could be recorded, enabling Rail Co to gather even more

data on the customer and thus track the customer.

Analytical CRM could also be used to analyse the data which has been created through operational CRM, to build a picture of the customer. Analytical CRM includes the capturing, storage, extraction, processing, interpretation and reporting of customer data stored in data warehouses. This will enable us to examine customer behavioural patterns in order to develop marketing and promotional strategies which can be tailored to specific customer groups, such as students, the elderly, daily commuters or leisure travellers.

通过对顾客的数据进行管理，可以分析出顾客消费行为，针对顾客的喜好去进行市场推广和产品设计

Risk assessment

A detailed cost analysis must been undertaken to assess the financial viability of an investment in an online ticket sales system for Rail Co. Further risks should also be considered including the customer perception of such a system and also a stakeholder mapping exercise will need to be undertaken. The main risk is that customers will not use the system, either due to a reluctance to change purchasing habits or due to a lack of awareness of the facility. These risks can be overcome through adequate customer awareness strategies such as in-station advertising and national and regional TV and radio advertising.