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|عنوان فارسی مقاله||رسانه های اجتماعی: راهبردی در توسعه مدیریت ارتباط با مشتری|
|عنوان انگلیسی مقاله||Social Media – a Strategy in Developing Customer Relationship Management|
|رشته های مرتبط||مدیریت، بازاریابی، مدیریت منابع انسانی و مدیریت کسب و کار|
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|نشریه||الزویر – Elsevier|
|مجله||سومین کنفرانس جهانی تجارت، اقتصاد، مدیریت و گردشگری|
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The customer relationship management became popular in the mid-90s, although this concept was called in the `80s: database marketing. The concept was defined as a group that had to interact individually with all the clients of an organization in order to create databases full of information about customers. Roberts believes that, because of the huge size of these data bases, to keep the communication lines opened and to be constantly informed about clients` needs, they were setting a target group, usually, the key-clients. Nowadays, CRM applications ca use the advantages that new technologies offer. CRM applications can use technology to collect and process the information that can predict consumers’ behaviour. CRM exists today due to technology, due to computer science, due to Internet. CRM can be defined in many ways. The most fitting definition for Customer Relationship Management is: CRM is a business strategy, strongly related to relational marketing, based on the evolution of technology and customer focus. An important component of a CRM strategy assumes interaction on two channels: between client and organization (external communication). CRM wants to keep a strong relationship between customers and organization, in order to find the best solutions to satisfy customers` needs and make them loyal.
۲٫ Transition from traditional CRM to social-CRM (SCRM)
The transition from traditional CRM to social CRM is the new challenge of this social era. In order to meet the purpose of this study, we will briefly define these two dimensions, observe the impact social media has on them and identify how the connection to each other can lead to increasing company value and profit alike.
۲٫۱٫ Traditional CRM Customer relationship management defined as a business strategy, it is considered to be strongly related to the principles of relationship marketing and it is based on a solid orientation of the whole organization on clients. CRM assumes developing and maintaining long term relationships with strategic clients of the company. From a technological point of view, CRM is a process that offers technological solutions of managing customer relationships in an integrated manner. (Pellen 2005) A traditional CRM system includes: x A data warehouse that allows the organization to collect information regarding the customers, supplied with analytical instruments in order to understand the past behavior and the possible future behavior of the clients x A set of applications that allow automatization and integration of all intern process that takes place at the contact points with clients (marketing department, sales, service) involving different communication channels. The dialog between client and company is easily made, without obstacles due to the communication channels and delivery ones that have been integrated. From this point of view, CRM represents a concept used in the industry in order to describe the software solutions used by the organization. The companies can benefit of useful data about clients. All the information is stored in a central data base and can be accessed by the management, the sales force, the people from call-centres. The purpose is to create a customized offer, a selection of distribution channels and best communication tools in order to satisfy clients` needs, taking into consideration the value of the client for the company. Organizations should know the reasons their clients are leaving them and they must find solutions to keep them. Loyal customers represent the most important factor and all the attention and efforts should concentrate on them. Building relationships with clients represent a complex process that takes a lot of time.