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Design of a Customer-Centric Balanced Scorecard -Support for a Research on CRM Strategies of Romanian Companies from FMCG Sector

机译：以客户为中心的平衡计分卡设计-支持来自FMCG部门的罗马尼亚公司CRM策略研究

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摘要

Our research concerning the application of Customer Relationship Management (CRM) principles in the Romanian companies from FMCG sector provides relevant information about the business strategies focused on customers. Without having the pretention to be a complete survey, our research reveals the analysis of CRM principles implementation in Romanian organizations, based on a original questionnaire conceived on the four dimensions of the Balanced Scorecard (BSC). Our customer-centric Balanced Scorecard model will allow an efficient consumer response as it involves all Front-Office and Back-Office Departments' efforts in order to deliver the best value to customers. We consider that our paper will have significant implications both on the academic and the business environment, as the integration of CRM and BSC concepts in a survey represents a real challenge for them; in this way, we hope to be able to develop more complex surveys and comparative approaches including in a sample organizations from different countries.
机译：我们关于在快速消费品行业的罗马尼亚公司中应用客户关系管理（CRM）原则的研究提供了有关针对客户的业务战略的相关信息。在不进行全面调查的前提下，我们的研究基于平衡计分卡（BSC）四个维度的原始调查表，揭示了罗马尼亚组织中CRM原则实施的分析。我们的以客户为中心的平衡计分卡模型将涉及前线部门和后勤部门的所有工作，以便为客户提供最佳价值，从而实现高效的消费者响应。我们认为，本文将对学术和商业环境产生重大影响，因为将CRM和BSC概念整合到调查中对他们而言确实是一个挑战。这样，我们希望能够开发更复杂的调查和比较方法，包括来自不同国家的样本组织。

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