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Today we 're going to look at Customer Relationship Management better known as CRM
今天我們要學習客戶關系管理，也就是CRM
and I 'll start by giving you examples of two companies that have benefited from introducing CRM systems,
我先給你們舉兩家公司的例子，這兩家公司引入了CRM系統，并從中受益
in a radical and expensive reorganisation of the way they service their customers.
他們對客戶服務方式進行了徹底而昂貴的重組。
A few years ago, Unicorn, a major telecoms company, installed CRM software which holds details of all its customers.
幾年前，麒麟安裝了CRM軟件，存儲了所有客戶的詳細信息。
This system uses an interactive voice response software application,
該系統采用交互式語音響應軟件，
so that callers can define the subject that they 're calling about before being put through to an adviser.
以便電話轉到顧問那里之前就可以確定內容的主題。
And advisers can view customer details on screen as they answer calls.
顧問在接聽電話時可以在屏幕上查看客戶的詳細信息。
One element in the introduction of CRM was the establishment of a working group tasked to examine the utilisation of all its buildings,
引入客戶關系管理的其中一個因素是成立一個工作小組，負責審核其所有建筑物的用途，
something that was long overdue, as until then, Unicorn had never examined whether they were being put to the best use.
這件事已被擱置了好久，直到那時，麒麟才知道建筑物是否得到了充分利用。
This resulted in a seventy five per cent reduction in the number of contact centres.
這導致聯絡中心減少了75%。
Those remaining are located in several time zones, and are linked by the CRM software to provide a service twenty four hours a day.
其余的則位于幾個時間區間，并通過CRM軟件連接，每天24小時提供服務。
Customers call a central number and are routed to whoever is free to take their call and has the right information to deal with their query.
客戶撥打中心號碼，然后連接給任何有時間接聽他們電話，并擁有正確信息處理咨詢的人那里。
And this adviser can be in any contact centre.
顧問可以身處任何聯絡中心。
With advisers better able to resolve problems at the first point of contact, the number of calls to be handled has dropped considerably.
由于顧問能夠在第一時間解決問題，所以需要處理的電話數大幅減少。
