顧客關係管理系統中「篩選者」概念之研究

A Proposed Concept of “Screener” in the System of Customer Relationship Management

吳念修(Nien-Siou Wu)

指導教授 ： 蘇俊憲

共同指導教授 ： 黃仲銘

長榮大學/管理學院/經營管理研究所(博)/碩士(2006年)

摘要

搜尋並鎖定相對具有價值開發的顧客，一直都是顧客關係管理（Customer Relationship Management-CRM）領域的一項重要議題。本研究試圖建構一個完整的CRM系統，並提出「篩選者」（Screener）的概念，將此一概念獨立闡述。「篩選者」的功能則是在第一時間，對組織之所有新顧客進行篩選辨識，在篩選出並鎖定具有潛在價值之新顧客後，積極的對這群新顧客施以有效的顧客關係管理活動，一則可以降低新顧客夭折率（Churn Rate），再則可以在最短時間內，使這些具有潛在價值的新顧客，得以成為組織最有價值顧客群之一部分。

關鍵字

顧客關係管理（CRM） ； 篩選者（Screener）

並列摘要

How to find an organization's potentially most profitable customer is always an important issue in the field of Customer Relationship Management (CRM). This study constructs a full CRM system and proposes the concept of “Screener”. This “Screener” will play a role to screen all new customers of an organization in the CRM system. Since those new potentially profitable customers are found and set, to whom effective CRM activities are carried out aggressively. On one hand, the churn rate is expected to decrease, on the other hand, shortening time interval to have those potentially profitable customers becoming really valuable ones.

並列關鍵字

Customer Relationship Management (CRM) ； Screener

參考文獻

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