Алешина И.В. Поведение потребителей

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2.1.  41

 call-, , 

. 

 ,     

.

     

    CRM (Customer

Relationship Management),  e-CRM.  CRM. Customer

Relationship Management     

 — ,

,  (www.webopedia.com). CRM 

     

   ( 

    

. CRM    

    ;  ,

      ,  

   ,

 [Yadin |i), IX 107].

CRM      

,    

   .   

,   

, , 

. CRM    

     ; ,

,    (all-

) .

       

      —  

     

—    

, , .

 «» 

  ,   CRM- ,

 .  2001

.  80%     

     Web-. 

Web-  ,    ()

        

  —    

 (log file) .  

»      — 

    (cookies)  

llfpJJepa (user agent identification).    

     , ,   

-

42  2. , 

.     

   -  ,

.

     

 Web- 

   .

   



    ,    

.

  

   . , 

 Nissan North America ,   

  Extera  25 

34 ,     , 

    35  55 . 

   

      [PC

Week/RE, 23  2000 ., . 26, 27].

  ,  

    

    (WAP),  

     

.    

     

 help-desk, -

. , 

Web, ,  ,  

 (collaborative filtering).   

,      .

,       A,

,       B. ,

,  Amazon.com   biz.book.ru)

    ,  

      .



 —   ,

      , 

, .

  CRM    e-CRM) — -

      — -

     

   (. 2.2).     — -

, , , .

       ,  

 (-

 : PRESSI ( HERSON )

2.1. 

. 2.2.  CRM

) —  web-, ,

    ),  (, ), -

 , ,    ,

),     (, ),

.

CRM-    

.

: 

 ,    

, ,  ), ,  

    (    ,

.

 CRM-     2000 .

  CRM 

    

 — Oracle    Amazon.com),

Microsoft, SAS,  Siebel, Clarity\

    «1», «», «

» , . CRM- «1»

 2001 .  5—

10 . .  2005 .   

   CRM   10 . .

(www.webopedia.com).



 , CRM   

,  —  (operational CRM),

 (analytical ,  (collaborative

CRM) (www.crm-forum.com).  

 CRM   ,

      

   , 

.  CRM    

  —    

,





-









,



44  2. , 

, . 

CRM      

       ,

 ,  . ,

,       -

 [PCWeek/RE, 4  2001 ., . 36].

 CRM   , -

:

•    ()  



;

• ,      

   .   

       -

;

•       , -

. 

      

;

•  (, ) 

      

.      

 — ;

•        -

       . -

.

CRM      

     ,  , 

      . 

    CRM  

,       

      -

   ,   -

 —    .  -

     ,

   , , -

. CRM ,

     (

) .  — 

 ,      

.

 : PRESSI ( HERSON )

2.1.  45

CRM 

   .   

:

1) ,  ,  

;

2) 

;

3)   ,

    

;

4)  (customization, 

) ,   , 

      

       

.



 CRM      

  .     



, ,

    

 .    

    



,   .   

  , , 

      

  ,    

.     

  ,   ,

     

,    , 

     .  

  CRM  

  ,  -

.

  CRM,   

,    

  —    

     .

, , 

,    —  

 ,     , 

 ,     

.

  CRM    

  ,  

-

46  2. , 

     .   

,  — 

   , .   .

 CRM   , , -

,    

(product-centric)   (customer-centric). ,

    ,  

CRM. , 

     

.

   CRM   

,  (

     )   —

       .

      , 

   (),    

, .

     -

        

    ( )  

    . General Motors -

 20 . .  ,   -

 CRM- [Newell (2003), p. 185]. 

       

  Microsoft Outlook,    

 Microsoft Excel.

,  — 

. ,

  .   CRM

   ,   

 ,   

.  (

 )    

  .    

 CRM , .

 CRM : 

    ,  

CRM       

. , , 

 — 

CRM.  CRM    



 : PRESSI ( HERSON )

2.1.  47

.  , 

 ,    , ,

 ,     —

 . ,   

,   .   

 ,    

,     

 

.

 CRM     

.     

   ,  

. 

 CRM :

  . CRM  

  ,  ,   

.     —  

;

   . 

      

     .

 — 

 ; ,   

;

    .  

      ,

  —   ,  

  .    

      .

    

    

;

   . 

     .  

,    (

    ,

  ), 

    , — , .

    

, 

;

  . CRM —  

, . 

 — ,  .

     



48  2. , 

     -

.

     CRM 

    .  , ,

  CRM  

  www.internet.com, www.CRMcommunity.com, www.crm-

forum.com .

       -

    .  —

, 

 .     —   

   , — 

, .



CRM -



CMR

 CRM    -

 .    

     

 .  CRM 

 ,    . -

  ,    

, , 

 .  

CRM — .

 CRM     

   .   

, .  CRM  -

 — , 

 ,    .

     

  .   CRM 

      -

.

, , 

,  — .

 

   ,    ,

.

       -

, -

 : PRESSI ( HERSON )

2.1.  49

  . 

 call-   

  . 

   , '  

      

.   ,  , 

     ,    

      .



, 

   . CRM   ,

 ,   (

   )     

.

     

.  CMR-

  ,   ,    

  .     

,    , 

 ,  , ,

,

CRM    . 

     

. CRM 

 

.   ,    

 

.

 ,    

     ,  

    .  

  1.     

 -':      

.      CRM

     

 — CMR (Customer Managed s). 

    ,  

     

.  CRM  —  

    .   CMR 

. 

,  CRM  CMR . 2.3 [

 Scase p. 153.].

   



.

50  2. , 

. 2.3.  CRM  CMR

      ,  

  .     -

    .    

   ,  

   ,    .

-

    . -

  ,  10—15  ,  

  ,    . -

    ,    

       

.      

  ,      -

 —   ,    

   .     

  ,   

.

, 

         .

 —     -

  ,  . 

  CRM,  CMR. , 

 ,   , 

       -

.

      

 ,   —    -

      -

  .    -

, , 



CRM

 

  •

 



  — 

CMR

 

 



 









—





) 









 : PRESSI ( HERSON )