CRM如何幫助非營利組織(教會)落實異象

客戶是是企業重要的資產，直接關係到企業的獲利及生存，客戶購買產品，帶來營收，客戶的意見也促進產品的改善，帶來企業進步的動力，不管有沒有導入資訊系統，作好客戶關係管理(Customer Relationship Management)對企業達成營利目標來說都是相當重要的，非營利組織(NPO)不是以營利為目標，但同樣有為達到其異象(vision)而有的服務對象、具體產品或服務，也有其異象的支持者，企業在為達到其經營目標而必須了解其客戶的精神或具體作法也同樣存在於非營利組織中，只是形式或許有些不一樣，目的也不盡相同，CRM在企業的應用若經過調整，可以有效率地幫助非營利組織更清楚達成其異象所必須採取的作法，了解其服務的對象或支持者，本研究以教會為例，探討「CRM對教會有幫助嗎?」以及「教會該如何應用CRM?」。以教會為例，教會牧養關係中的各層級領袖可類比於企業組織中的各級主管，而透過CRM概念而應用到教會的牧養關係管理(PRM Pastoral Relationship Management)，可以在教會的「小組牧養關懷」、「小組發展策略」、「裝備信徒」、「職場宣教」、「家庭宣教」、「植堂」、「佈道」這幾方面產生具體的影響。

關鍵字

顧客關係管理；非營利組織；教會；小組；牧養關係；牧師

並列摘要

Customers, being important assets to an enterprise, directly relate to the latter’s profitability and survival. Customers buy products to generate revenue. Their feedbacks also promote the improvement of products and drive an enterprise to develop forward. With or without an information system, good CRM (customer relationship management) is extremely important for an enterprise to achieve its profit targets. Though a non-profit organization (NPO) does not pursue profits, it has service objects, concrete products or services for achieving its vision, or supporters of its vision. The spirit and practice of making every effort possible to know their customers which is usually adopted by an enterprise in order to achieve its business objectives could also be seen to exist in non-profit organizations. It’s just such spirit and practice that is slightly different in form or the goal. If adjusted, the application of CRM in enterprises could also effectively help non-profit organizations to understand more clearly the practice they have to take in order to achieve their visions and understand the objects of their services or supporters. Exampled with the church, this study explores whether CRM helps the church and how should churches apply CRM. Leaders at all levels in the church pastoral relationship could be compared to managers at all levels in a corporate organization, while PRM (pastoral relationship management) applied to churches via CRM could generate specific impacts on group pastoral care, group development strategies, equipment of true believers, business as mission, family as mission, church planting and preaching.

並列關鍵字

CRM ； customerrelationshipmangement ； NPO ； non-profitorganization ； church ； pastoralrelationship ； cellgroup

參考文獻

[1] Why 80% of all customer relationship management (CRM) initiatives fail. (2000, Oct 17). PR Newswire, pp. 1-1.

[5] Kristoffersen, L., & Singh, S. (2004). Successful application of a customer relationship management program in a non-profit organization. Journal of Marketing Theory and Practice, 12(2), 28-42.

[6] Daradoumis, T., Rodriguez-Ardura, I., Faulin, J., Juan, A. A., Xhafa, F., & Martinez-Lopez, F. (2010). Customer relationship management applied to higher education: Developing an e-monitoring system to improve relationships in electronic learning environments. International Journal of Services Technology and Management, 14(1), 103. http://search.proquest.com/docview/219313520?accountid=14229

[7] Heng-Li Yang ,& Jzi Ping Lin (2003) ,The Influence of Applying CRM on Customer Trust and Commitment in Non-Profit Organizations ─Taking the Example of Taiwan Toy Manufacturers’ Association, National Cheng-Chi University

[11] Roberts, M. L., Liu, R. R., & Hazard, K. (2005). Strategy, technology and organisational alignment: Key components of CRM success. Journal of Database Marketing & Customer Strategy Management, 12(4), 315-326.

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CRM如何幫助非營利組織(教會)落實異象

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