透過客戶知識管理於改善客戶關係管理之作法−以矽晶圓公司之產品應用與客戶服務流程為例

Improving Customer Relationship Management by Customer Knowledge Management: A Case Study of Application Engineering and Customer Service at Silicon Wafer Company

吳奇昌(Ken Wu)

指導教授 ： 朱詣尹

國立清華大學/工學院/工業工程與工程管理學系/碩士(2007年)

摘要

本研究以「客戶知識管理」之整合流程模式，包含六大客戶關係管理之企業子流程與四大客戶知識管理之構面，深入研究半導體產業之矽晶圓個案公司在「產品應用與客戶服務」流程之管理實務上，運用所產生之客戶知識，建構該流程之「客戶知識管理」，以提升個案公司在半導體產業中對於客戶之服務能力，以求改善「客戶關係管理」之績效。同時，運用「客戶知識管理」之績效指標進行評估，亦確立該流程之「客戶知識管理」運作方式與改善成效，進而發展與完成「客戶關係管理」之改善機制分析。

研究發現個案公司產品應用與客戶服務流程以「客戶知識管理」來支援「客戶關係管理」以達到服務客戶的目標，其「客戶知識管理」在「客戶關係管理」中扮演客戶知識提供者與客戶知識合作促進者之角色。而「客戶知識管理」透過其改善機制，並以相關之客戶滿意度為績效指標進行評量，其確能改善並提供穩定之「客戶關係管理」績效。

關鍵字

客戶知識管理 ； 客戶關係管理 ； 矽晶圓公司

並列摘要

This research illustrates the use of modern information technology to provide knowledge support to CRM (Customer Relationship Management) processes. This knowledge support allows for performance enhancement in customer oriented business processes by an integrated CKM (Customer Knowledge Management) process model, which identifies six CRM sub-processes and four aspects of Knowledge Management. The application of the four aspects of knowledge content, knowledge competence, knowledge collaboration and knowledge composition in specific CRM sub-processes is demonstrated in Case Study provided by Process of Product Application Engineering and Customer Service at M-Company in Silicon Wafer of Semiconductor Field. This integrated CKM model aims at supporting CRM operation and achieving the dissemination, development and corporation of customer knowledge. The proposed architecture of CKM is effective while indicating the performance index of Customer Satisfaction and Improving Mechanisms for a successful implementation of CKM and significantly improved CRM performance.

並列關鍵字

Customer Knowledge Management ； Customer Relationship Management ； Silicon Wafer Company

參考文獻

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