Today we 're going to look at Customer Relationship Management better known as CRM
今天我们要学习客户关系管理，也就是CRM
and I 'll start by giving you examples of two companies that have benefited from introducing CRM systems,
我先给你们举两家公司的例子，这两家公司引入了CRM系统，并从中受益
in a radical and expensive reorganisation of the way they service their customers.
他们对客户服务方式进行了彻底而昂贵的重组。
A few years ago, Unicorn, a major telecoms company, installed CRM software which holds details of all its customers.
几年前，麒麟安装了CRM软件，存储了所有客户的详细信息。
This system uses an interactive voice response software application,
该系统采用交互式语音响应软件，
so that callers can define the subject that they 're calling about before being put through to an adviser.
以便电话转到顾问那里之前就可以确定内容的主题。
And advisers can view customer details on screen as they answer calls.
顾问在接听电话时可以在屏幕上查看客户的详细信息。
One element in the introduction of CRM was the establishment of a working group tasked to examine the utilisation of all its buildings,
引入客户关系管理的其中一个因素是成立一个工作小组，负责审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.
这件事已被搁置了好久，直到那时，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.
这导致联络中心减少了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.
其余的则位于几个时间区间，并通过CRM软件连接，每天24小时提供服务。
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.
客户拨打中心号码，然后连接给任何有时间接听他们电话，并拥有正确信息处理咨询的人那里。
And this adviser can be in any contact centre.
顾问可以身处任何联络中心。
With advisers better able to resolve problems at the first point of contact, the number of calls to be handled has dropped considerably.
由于顾问能够在第一时间解决问题，所以需要处理的电话数大幅减少。