Тема №3: Управление персоналом

Competitive advantage

Part 4

The search for “best practices” is also called benchmarking. This involves determining where you need to improve, finding an organization that is exceptional in this area, then studying the company and applying its best practices in your firm.

Process management uses some of the techniques from product quality management and some of the techniques from customer service management. It looks at an activity as a sequential process. The objective is to find inefficiencies and make the process more effective. Although the procedures have a long history, dating back to Taylorism, the scope of their applicability has been greatly widened, leaving no aspect of the firm free from potential process improvements. Because of the broad applicability of process management techniques, they can be used as a basis for competitive advantage.

Carl Sewell, Frederick F. Reichheld, C. Gronroos, and Earl Sasser observed that businesses were spending more on customer acquisition than on retention. They showed how a competitive advantage could be found in ensuring that customers returned again and again. Reicheld broadened the concept to include loyalty from employees, suppliers, distributors and shareholders. They developed techniques for estimating customer lifetime value (CLV) for assessing long-term relationships. The concepts begat attempts to recast selling and marketing into a long term endeavor that created a sustained relationship (called relationship selling, relationship marketing, and customer relationship management). Customer relationship management (CRM) software became integral to many firms.

Задание 1.

1.1.Определите, является утверждение:

Customer relationship management (CRM) software became integral to many firms.

a. истинным

b. ложным

c. тексте нет информации

1.2.Определите, является утверждение:

Process management uses some of the techniques essential to evaluate the work of managers.

a. истинным

b. ложным

c. тексте нет информации

1.3.Определите, является утверждение:

A sequential process is to find efficiencies and make the process more effective.

a. истинным

b. ложным

c. тексте нет информации

Задание 2.

Укажите, какой части текста (1,2,3) соответствует следующая информация:

1. Management techniques can be used as a basis for competitive advantage.

2. Customer lifetime value technique (CLV) is for assessing long-term relationships.

Задание 3.

Ответьте на вопросы:

1. What is called benchmarking?

a. customer lifetime value technique

b. management technique

c. search for “best practices”

2. What is customer service management?

a. to find inefficiencies and make the process more effective

b. to include loyalty from employees, suppliers, distributors and shareholders

c. to recast selling and marketing into a long term endeavor