ГЛАВА 1 КЛИЕНТООРИЕНТИРОВАННЫЕ СИСТ

ГЛАВА 1 КЛИЕНТООРИЕНТИРОВАННЫЕ СИСТЕМЫ КАК РЕЗУЛЬТАТ РАЗВИТИЯ СОВРЕМЕННЫХ ИНФОРМАЦИОННЫХ ТЕХНОЛОГИЙ
1.1 Понятие клиентоориентированности и основные направления её развития
На сегодняшний день все больше компаний стремится к выстраиванию системы по удовлетворению потребностей клиента, формированию клиентоориентированности. Становится актуальным отслеживание изменений потребностей клиентов, уделять внимание повышению ценности услуг и продукта для клиента, в том числе повышать качество услуг.
Клиентоориентированность компании можно определить как инструмент управления взаимоотношениями с клиентами, нацеленный на получение устойчивой прибыли в долгосрочном периоде и базирующийся на трех критериях: ключевая компетенция, целевые клиенты и равенство позиций.
Ключевой компетенцией является специфический способ достижения компанией требуемых результатов с большей эффективностью, чем конкуренты. Ключевая компетенция является конкурентным преимуществом, оказывающим влияние на предпочтения клиента. В организации не может быть много ключевых компетенций, но при этом их формулировка должна быть предельно конкретной, дающей однозначное представление о преимуществе данной организации. Ключевой компетенцией компании может стать конкурентное преимущество продукта, система управления ассортиментом и товарными запасами, инфраструктура обслуживания клиентов, методы стимулирования сбыта, а также неукоснительное выполнение обязательств по срокам и объемам оказания услуг и поставок товара.
Целевые клиенты – это ограниченный перечень клиентов или клиентских групп, приоритетных для компании в долгосрочной перспективе. Характеристики целевых клиентов должны быть формализованы, соответствовать основным критериям сегментирования целевых групп. К специфическим потребностям целевых групп можно отнести особые требования к продукту, сопроводительным документам, способам и срокам оплаты и доставки. Также клиентом могут быть востребованы дополнительные сервисы и дополнительная отчетность.
Равенство позиций, или партнерство, является критерием, характеризующим отношения между поставщиком и клиентом, при которых отсутствует сознательное или случайное доминирование одной из сторон на любом этапе взаимоотношений. При этом партнерские отношения подразумевают достаточную степень открытости продавца и покупателя.
Клиентоориентированность отражает место интересов клиента в системе приоритетов деятельности компании и является характеристикой всего бизнеса в целом. Соответственно, для построения успешной системы клиентоориентированности целесообразно использовать теоретический инструментарий исследования систем управления. Построение клиентоориентированной системы управления затрагивает все подсистемы управления организацией, такие как механизм управления, структура управления, процесс управления, механизм развития, управленческая способность.
Для уяснения клиентоориентированного подхода, необходимо сначала проанализировать суть альтернативных концепций. Существуют три основных альтернативы: ориентация на продукт, ориентация на производство, ориентация на сбыт.
Суть ориентации бизнеса на продукт – идеальный продукт, который можно произвести, – это такой продукт, который хотели бы приобрести все (или большинство) потребители. Такой ориентации характерна тенденция к созданию все более сложных продуктов по все более высоким ценам; клиентам предлагают платить за функциональные возможности, которые им, может статься, не нужны или даже считаются недостатками. Проблема этого подхода состоит в том, что он не учитывает различий во вкусах и запросах разных клиентов и потребителей. Хорошим примером ориентации бизнеса на продукт является корпорация Apple.
Ориентация на производство была характерна, например, для советских заводов. Имеются рабочие, станки, материалы. Смысл «бизнеса» многих советских предприятий был в том, чтобы максимально задействовать имеющиеся ресурсы, уделяя мало внимания результату (продукту), и вообще не уделяя никакого внимания клиенту. Последствия такой стратегии прекрасно известны: рост цен на сырье, технологическая отсталость и низкая культура производства и др. не позволяло в рамках этой концепции в ближайшие годы снизить издержки производства и поднять его эффективность.
В случае ориентации на сбыт исходят из того, что клиенты редко покупают достаточно много товара той или иной фирмы, чтобы покрыть ее предложение, а поэтому их нужно убеждать покупать больше. Следовательно, ориентация на сбыт — это ориентация на потребности не покупателя, а продавца. В данной концепции бизнес стремился к тому, чтобы произвести изделия с заданными характеристиками, а затем воздействовать на потребителей, стремясь подстроить их под эту продукцию [1, с. 35].

Результаты (английский) 1:

CHAPTER 1 CLIENT-BASED SYSTEM AS a RESULT of the DEVELOPMENT of MODERN INFORMATION TECHNOLOGY1.1 the concept of client-centeredness and the main directions of its developmentToday, more companies sought to building systems to meet customer needs, creating client-centeredness. Becomes relevant change tracking customer needs, pay attention to improving the value of services and products to the customer, including improving the quality of services.Customer-oriented company can be defined as a customer relationship management tool aimed at obtaining sustainable profits in the long term and based on three criteria: the key competence, target customers and equity positions. Core competence is the specific way of achieving company results more effectively than competitors. Core competence is the competitive advantage of influencing preferences of the client. Your organization may not be a lot of key competences, but their wording should be very specific, giving an unambiguous representation of the superiority of this organization. Core competence of the company can be a competitive advantage, product portfolio management system and inventory, customer service infrastructure, marketing methods, as well as strict compliance with obligations under the terms and volumes of services and deliveries of goods.Target customers is a limited list of clients or client groups, priority for the company in the long run. Characteristics of target clients must be formalized, consistent with the basic criteria of segmentation of target groups. To the specific needs of the target groups can be attributed to the specific requirements of the product, the accompanying documents, methods and terms of payment and delivery. The client also can be used for more services and more accountability.Equity positions, or partnership, is the criterion that characterizes relations between the provider and the client, in which there is no deliberate or accidental dominate one party at any stage of relationship. While partnerships involve a fair degree of openness of the seller and the buyer.Customer focus reflects the place of client's interests in the system of priorities of activity of the company and is a characteristic of the entire business as a whole. Accordingly, for building a successful customer would use a system theoretical research instrumentation control systems. Building a customer-oriented management system affects all organization management subsystem, such as a management tool, management structure, governance, development, managerial ability.To understand the consumer-driven approach, you must first analyze the essence of alternative concepts. There are three basic alternatives: product orientation, orientation towards production, orientation towards sales.The essence of the business orientation of the product is an ideal product that can be produced, is a product that would like to buy all (or most) users. This orientation tends to create increasingly complex products at increasingly high prices; customers with an offer to pay for the functionality that they perhaps do not need or even considered disabilities. The problem with this approach is that it does not take into account the differences in tastes and requests from different customers and consumers. A good example of business orientation on product is Apple. Production orientation has been characterized by, for example, Soviet factories. Have work tools and materials. The meaning of "business" of many Soviet enterprises was to maximize the use of available resources, while paying little attention to the result (product), and generally not paying any attention to the client. The consequences of such a strategy are well known: the rise in commodity prices, technological backwardness and low culture of production, etc. not allowed in the framework of this concept in the coming years to reduce production costs and raise its efficiency.In the case of targeting marketing understands that customers rarely buy quite a lot of goods of a firm to cover its proposal, and therefore they need to be persuaded to buy more. Therefore, marketing orientation is orientation on the needs of the buyer and the seller. In this concept the business sought to produce products with specified characteristics and then affect consumers, while seeking to fine-tune them under this production [1, s. 35].

Результаты (английский) 2:

CHAPTER 1 customer-centric SYSTEM AS A RESULT OF MODERN INFORMATION TECHNOLOGY
1.1 The concept of customer focus and main directions of its development
Today more and more companies is committed to building systems to meet customer needs, the formation of customer focus. . It becomes urgent change tracking customer requirements, focus on enhancing the value of services and products to customers, including those to improve the quality of services
Client-companies can be defined as a management tool customer relationship aimed at obtaining sustainable profits in the long term and based on three criteria: the key competence, target customers and equity positions.
The key competence is a specific way to achieve the desired results by more effectively than competitors. Core competence is a competitive advantage, influencing customer preferences. The organization may not be a lot of key competencies, but their wording should be very specific, which gives a unique representation of the superiority of the organization. A key company competencies can be a competitive advantage of the product, assortment and inventory management system, customer service infrastructure, methods of sales promotion and strict implementation of obligations under the terms and volumes of services and supplies of goods.
Target customers - a limited list of clients or client groups, priority for the company in the long term. Characteristics of target customers should be formalized, meet the basic criteria for segmentation of target groups. The specific needs of the target groups can be attributed to the special requirements of the product, the accompanying documents, methods and terms of payment and delivery. Also, the customer additional services and additional reports can be claimed.
The equality of position, or partnership, is the criterion which characterizes the relationship between the supplier and the customer in which there is no deliberate or accidental domination of one of the parties at any stage of the relationship. This partnership implies a sufficient degree of openness of the seller and the buyer.
Customer focus reflects the place the client's interests in the system of priorities of the company and is a characteristic of the entire business as a whole. Accordingly, to build a successful customer-oriented system it is advisable to use the theoretical tools of research management systems. Building a customer-centric management system covers all organizational management subsystem, such as management mechanism, management structure, management process, mechanism of development, management ability.
To understand the customer-oriented approach, you must first analyze the essence of alternative concepts. There are three main alternatives: focus on the product, the orientation of the production, focus on sales.
The essence of the business orientation of the product - the perfect product that can be done - this is a product that would like to purchase all (or most) consumers. Such orientation characteristic trend towards more and more complex products at higher and higher prices; customers offer to pay for the functionality that it can happen, do not need or even a disadvantage. The problem with this approach is that it does not account for differences in the tastes and requests of different customers and consumers. A good example of the business orientation of the product is the Apple Corporation.
Focusing on the production was characterized by, for example, Soviet factories. There are workers, machinery, materials. The meaning of "business" of many Soviet enterprises was to maximize the use of available resources, paying little attention to the result (product), and all without paying any attention to the client. The consequences of such a strategy are well known:. Increase in raw material prices, technological backwardness and low culture, etc are not allowed in the framework of this concept in the next few years to reduce production costs and raise its efficiency.
If you focus on marketing based on the fact that customers rarely buy a lot of goods of a firm to cover its proposal, and therefore need to be convinced to buy more. Therefore, a focus on marketing - is the focus on the needs of the customer is not, as the seller. In this concept, the business sought to ensure that produce products with the desired characteristics, and then act on consumers, trying to adjust them under this production [1, p. 35].

Результаты (английский) 3:

chapter 1 клиентоориентированные system as a result of the development of modern information technology1.1 the concept of клиентоориентированности and direction of its developmenttoday, more and more companies are committed to building the system to meet the needs of the client, a клиентоориентированности. becomes the current monitoring of changes of customer needs, pay attention to enhance the value of the services and the product for the client, including to improve the quality of services.клиентоориентированность company can be defined as a tool for customer relationship management, aimed at obtaining sustained profits in the long term and based on three criteria: the key competence, target customers and equity positions.the core competence is the specific way to achieve the company's results more efficiently than competitors. core competence is the competitive advantage, the influence on the preference of the customer. the organization may not be a lot of key competences, but that their formulation should be very specific, with clear performance advantage of the organization. the core competence of the company may be the competitive advantage of product management system and product range of infrastructure services to clients, methods to promote sales, as well as the full implementation of the commitments on the timing and volume of services and supply of goods.target customers is a limited list of customers or customer groups, the priority for the company in the long term. the characteristics of the target customers, should be formalized, consistent with the basic criteria for segmenting target groups. to the specific needs of the target groups could include specific requirements for