A Study of Applying the Strategic Approach to Assess Customer Relationship Management

Yi-Te Wu

《工業科技與管理學刊》 1卷 (2006/12) Pp. 61-72

https://doi.org/10.6604/JITM.2006.1.4

並列摘要

Customer relationship management (CRM) has become a popular information system which assists companies in increasing competitive advantage. Because of the focus of customers, they provide customer-centred instead of product-centred products. In order to properly and correctly implement CRM, understanding how it influences an organisation and how to utilize strategic approaches to apply it is essential. The study of this paper indicates the following: 1. According to a great deal of failure of implementation of CRM, main causes are lack of unplanned project budget revisions, inadequate return on investment, loss of employee confidence and diversion of key management time. 2. Changing organisations matches CRM systems. Managers failed to implement CRM due to lack of adequate change management. 3. They should estimate if CRM is essential for their organisations. Most top managers regard CRM as a very important approach and adopt it for creating competitive advantage even thought their companies are not proper to implement CRM. 4. Properly treating customers is difficult. Most CRM projects end up focusing on wrong targeting customers or using wrong approaches to treat right customers.

並列關鍵字

customer relationship management ； CRM ； customer strategy