Implementing a Customer Relationship Management Business Model with Readiness Orientation

Shan-Yan Huang ； Tien-Chieh Wu ； Cherng-Ying Chiou

《Applied Science and Management Research》 1卷1期 (2014/09) Pp. 56-65

https://doi.org/10.6511/ASMR.1(1).06

並列摘要

This study develops a customer relationship management (CRM) business model with readiness orientation which can examine the organizations' CRM position. Five interactive functions can be recognized to perceive barriers to taking action for CRM initiatives. In order to address the organizations’ CRM position easily, a questionnaire is designed to reflect the constituents of the model. Analysis of results in two cases shows that the capabilities of CRM initiatives may come from the constituents of readiness orientation, including blueprint management readiness, change management readiness, human resource readiness, process management readiness and ICT resource readiness. Taking appropriate CRM initiatives for adjustment that match the core business and customers is critical for implementation of a successful CRM business model. After examining the organizations' CRM position, management needs to focus on the organization's forte and further develop other capabilities with a view to developing an all-round CRM business model.

並列關鍵字

CRM ； Customer Relationship Management ； CRM Readiness ； Business Model