藉由顧客關係與經驗管理提昇經濟附加價值之探討-以兆豐證券為例

How to Enhance Economic Value Added through Customer Relationship and Experience Management – A Case on Mega Securities

陳怡如(Yi-Ju Chen)

指導教授 ： 陳家祥

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

金融市場的多元發展，使得企業不得不改變以往以產品需求為導向的經營模式，改以顧客需求為主要思考目標。如何整合顧客與企業的各範圍接觸點並且使之與顧客產生聯繫才是未來企業需思考的重點。而藉由各種新科技能即時反應顧客的意見並提供最新給與顧客所期待的回應才是企業應該思考的方向。因此必須不斷地與顧客做接觸，了解並分析顧客在體驗產品或服務的經驗上有何好壞的訊息，以做為日後企業提供或發展新產品的基礎。同時更提供企業一個新的評量方式來開拓未來經營的視野，尋求經濟的極大化。在實體的數字上更有看不見的價值存在，唯有求新求變才能發現企業更多的隱藏價值。

研究目的
探討顧客關係管理、顧客經驗管理和經濟附加價值的關聯為何？

研究結論
本研究發現，企業與顧客在彼此的關係中，應著重在交流與互動。因為良好的互動能帶來忠誠的顧客，而要得到忠誠的顧客，首先企業內部在整體長遠的規劃時要將各部門間的責任關係與員工對於企業文化的認同再三確認，避免各部門各做各的事，卻無法整合戰力。更要注意工具的本身是為了達成某種目的而產生的，要避免因為新的科技出現就全盤傾向接受而改變整體策略的情形。最後要放開成見去思考企業有何經濟附加價值，集思廣益，去尋求開拓更多商機的可能性，切勿只被當前的數據所迷惑而裹足不前。

關鍵字

顧客關係管理 ； 顧客經驗管理 ； 經濟附加價值

並列摘要

Given the diverse development of financial markets, enterprises have to change from a product-oriented business model into a customer-oriented one. In the future, businesses should focus on how to integrate the touch points between customers and enterprises in each area and associate these with customers. Enterprises should consider new technologies in receiving real-time comments from customers and provide the latest response expected by customers. Therefore, enterprises should constantly communicate with customers, as well as collect and analyze information in order to understand their customers’ experience and feelings toward the product or service. This serves as a basis for enterprises to provide or develop new products in the future. Moreover, it presents a new evaluation method that enables enterprises to broaden their horizon for future operations and to maximize their economic benefits. Behind the tangible figures lies the intrinsic value that enterprises can find within themselves through constant innovation and change.

Research Purpose
To discuss the correlation between Customer Relationship Management, Customer Experience Management and Economic Value Added.

Research Conclusions
In this research, we found that enterprises and customers should value communication and interaction in their relationship. In Customer Relationship Management, what matters is the relationship with customers and not just management, because establishing a favorable interaction can attract loyal customers. Winning loyal customers requires enterprises to establish responsibilities and relationships between departments in the organization, and to firmly enhance employee recognition of company culture, thereby avoiding disharmony at work and the inability to unite as a team. Similarly, a tool itself is produced to achieve a certain purpose. Enterprises should avoid adopting a new technology and changing their strategies to accommodate such technology. Finally, they should remove preconceptions and consider the economic value added that enterprises have. They can organize brainstorming sessions to explore the possibilities of developing more business opportunities, and to avoid confusion with current data that prevent them from moving forward.

並列關鍵字

Customer Relationship Management ； Customer Experience Management ； Economic Value Added

參考文獻

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