A Framework for Customer-Oriented Service Based on Relationship Technology
Caixia Yu - · 2009
As the market competition becomes keen, keeping and developing customer relationship is coming to the front of enterprises for winning the competitive advantage. Customer-oriented service is concerned by more and more enterprises recently. However, decisions for customer-oriented service have been hampered by the lack of conceptual framework necessary to develop customer relationship. Relationship technology is a newly-emerged concept in management field for building up and developing customer relationship. It can collect and comprehend customers' data continuously, then convert them into action. That is to say, it can convert information into action. Regarding relationship technology (RT) as a kind of system engineering, we develop an integrated framework to understanding and analyzing customer-oriented service, and then make customer-oriented service successful. The framework consists of data processing, customer relationship analysis and relationship optimizing. Each of the three aspects is described as a whole in this paper. Based on the RT, We believe in the future this framework can play an increasing role.