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Capacity based on the enterprise customer relationship capital accumulation


Ability to integrate information and processes required by the value of relationship marketing capabilities and creativity to effectively increase their customer relationship capital. Third, promote the comprehensive transformation of enterprise mechanism, the business enterprise system and the ability of the enterprise customer relationship capital associated with relationship-oriented capabilities, knowledge and skills, process integration and matching three characteristics. Among them, the relationship between customer orientation is the soul of the capital-related capacity, which determines the ability of the customer relationship capital related to the formation of trajectory and direction; knowledge and skills in customer relationship capital is the content of relevant capabilities, but only in relationship-oriented constraints,[link widoczny dla zalogowanych], knowledge and skills in order to to form a fairly standard service to customers in the knowledge and skills; process integration and customer relationship matching is related to ability to form capital ties, and only within the context of the business activities of enterprises (from product development to marketing to production) to customer relationship capital as the core to be integrated and effective re-matching of capital related to the formation of customer relationship skills. (A) establish a capital-oriented concept of customer relationship customer relationship capital oriented businesses and employees in the existing resources in systems thinking,[link widoczny dla zalogowanych], knowledge, abilities and based on customer needs and build customer relationships on the common aspirations of the capital-related capacity through mental models and continuous improvement of group learning, the final capacity and staff capacity of enterprises from the traditional paradigm of product management, capital management to customer relationship beyond the paradigm, so as to create the driving force behind the construction of enterprise capabilities. (B) the formation of corporate and customer interactive learning mechanisms update the knowledge and skills structure of the enterprise, is undoubtedly the formation of new enterprise capabilities of the key. Update knowledge and skills is an important source of structure that exists on the tacit knowledge in the customer mind. Change the way companies learn from the enterprise learning among businesses and consumers turn to interactive learning, specifically through the co-production, collaborative innovation, expert community, sharing intellectual property and other ways to maximize the customer's tacit knowledge into business customer relationship skills. (C) the establishment of a flat organizational structure, changing the dynamic and complex environment, the organizational structure of the rapid response for the competition to win customer loyalty, extend customer relationships, reduce customer churn has important significance. Rapid reaction involving the entire value creation process, contains a wealth of content: such as rapid manufacturing, rapid time to market, fast delivery and quick service. Rapid response capability requires the enterprises to change the organizational structure of the strict positioning designed to function-based, traditional vertical organization of multi-management, organizational structure to adapt to the trend, reducing layers of management, the appropriate rate of increase in management, the establishment of a flat organizational structure . Flat organization with close to the customer's advantage,[link widoczny dla zalogowanych], no doubt enhance the organization's rapid response capability, organizations thus become more flexible, more agile response. (D) establishment of internal employee loyalty drives customer relationship in the process of capital accumulation, internal human factor is one of the most critical factors, all driven customer relationship capital accumulation must rely on the work of members of D to complete, can internal staff to ensure the loyalty of the enterprise,[link widoczny dla zalogowanych], is the customer service employees in the process of development and the vast amount of relevant knowledge and skills into an important foundation for enterprise capabilities. (E) the establishment of relational knowledge and skills investment mechanism is a relational form of knowledge and skills related to customer relationship capabilities specific elements of the capital, continued to increase this investment, capital accumulation is the ability to form customer relationships important material and technical guarantee. Practice shows that information technology not only in personal service,[link widoczny dla zalogowanych], service extension and transformation of products that improve the corporate services functions in three aspects, but can also provide interactive communication with customers the opportunity to personalize the customer to facilitate capital accumulation and technological tools . [
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