A Process Integration Perspective for Customer Relationship Management

Shan-Yan Huang

《Applied Science and Management Research》 2卷1期 (2015/09) Pp. 143-157

https://doi.org/10.6511/ASMR.2(1).15

並列摘要

The purpose of this study is to recombine all possible perspectives with customer relationship management (CRM) and exploits the function-driven base to undertake a classified initiative in the CRM continuum. The complete CRM is consisted of CRM functions, CRM models, and CRM strategy from organization specific to highly generic. This study emphasizes CRM implementation should be vertical alignment and horizontal alignment simultaneously and regard the interaction with end customers to improve stakeholder value. Moreover, this study examines the courses of the two-dimensional process integration to perceive barriers of taking action for CRM and reflect the actual environment that the requirements of customers. The bidirectional view that has promoted a paradigm shift towards effective feedback and relevant customer interaction is critical for CRM. Surrounding the third dimension is the prerequisite from CRM strategy to CRM function that could identify precisely the source of the implementation problems and take appropriate activities for adjustment.

並列關鍵字

CRM ； Customer Relationship Management ； Process Integration ； Customer Feedback