知識管理基礎下之顧客關係管理研究-以軟體服務公司為例

A Study of Knowledge Management-Based Customer Relationship Management -The Case of Software Service Provider

林金俊(Chin-Chun Lin)

指導教授 ： 吳肇銘

中原大學/商學院/資訊管理研究所/碩士(2003年)

https://doi.org/10.6840/cycu200300721

摘要

顧客終身價值的體認，讓企業更加重視與顧客之互動關係，顧客關係管理(Customer Relationship Management)更成為企業運作不可或缺的一環。然而，面對顧客日益繁複且高標準的服務需求，企業必須有效整合內部資源，並適時轉化為顧客服務或顧客所需的知識，透過適當的管道，來滿足顧客的需求。本研究期以軟體服務業為例，從產業的特性及企業經營策略的角度，探討軟體服務廠商對顧客關係管理的認知與需求，並進而歸納顧客關係管理與知識管理架構的關聯性及做法。
研究結果發現，技術服務導向的企業，必須更重視與顧客在知識層面的互動，才能有效提昇顧客的滿意度，茲將研究結論歸納如下：
一. 一致性的做法與結合顧客服務基礎的知識管理，是企業建構知識管理的應有認知。
二. 系統化的知識收集與分類作為，有效提昇知識素材的質與量。
三. 系統化的流程與資料結構設計適用於顧客服務知識篩檢。
四. 藉由顧客服務知識的指標分析，並換為自動化的產出機制(系統)，讓客服人員輕易達到知識的合成與運用的目標。
五. 技術服務導向的企業，必須更專注知識的建構與發展，才能確保顧客服務的有效性、即時性與互動性，提昇顧客的滿意度。
六. 軟體產品及服務，具有高度的專業性與持續性，對於積極跨足新市場的軟體服務商而言，企業形象更甚於產品價格，而企業形象建立於原有的顧客口碑，因此，對強化顧客關係的作為應更為周密與積極。
七. 顧客關係的良窳，主要取決於顧客服務的態度與內容，而軟體服務商面對顧客複雜且多元的服務需求，有賴企業建構完整的知識基礎，方能達成。
八. 對跨國性企業而言，資料庫的整合與一致性的系統介面，有助於企業知識轉化、統合與分享，讓企業易於轉換為學習型組織，提昇顧客服務的品質。
九. 良好的顧客互動模式，植基於豐富的知識內容與便捷的溝通管道(Channel)，透過個案討論可以發現，Oracle以顧客需求知識為基礎，結合適當的運作管道(網路應用、無線通訊等)，讓顧客服務品質、效率及滿意度相對的提昇，對企業形象與產品的銷售具有正面的助益。

關鍵字

知識管理 ； 顧客關係管理 ； 顧客終身價值

並列摘要

Abstract
The whole life worth of the customer makes the enterprises emphasize more about the relationship with customers. The importance of customer relationship management to enterprises is even more need to consider .Yet, face to the complex, difficulties and high standards of customer needs. All the enterprises should unify what they have inside and transform into services to customer or the knowledge they need. Use every method that possible to satisfy the customers. This research hope to use the software company’s service system as an example, from the enterprise’s specialty and management strategy aspect, to discuss the software company think the importance and need of the customer relationship management, in order to conclude the relationship between customer relationship management and the frame of knowledge management and what can they do.
According to the research: technique service oriented enterprises should emphasize more on the knowledge aspect’s movement in order to raise the satisfaction of the customers. Here are my conclusions:
1. All the enterprises should have the basic knowledge of how to service their customers and should do it identically.
2. Systematic of knowledge collection and classification can enhance the quality and quantity of making the knowledge.
3. Systematic process and Systematic data design are suitable to use in the examineof customer relationship management.
4. The analyze of customer service knowledge and make it into automatic output system, make the people who help the customer can easily reach the goal of reorganize knowledge and what they should do.
5. Service oriented enterprises should emphasize more on the building of knowledge and it’s development, to make sure the customer service is efficient, timely and related., in order to enhance the customer satisfaction .
6. Software products and service is high professionally and consisted. To the company who are enthusiastically take part in the new software service market, the image of their company is more important than the price of their products. The image of an enterprise is due to the satisfaction of customers, that is the method to reinforce the customer relationship needs to consider more and put more efforts.
7. The good or bed of customer relationship was decided to the content and manner to customer service. Software company face to the complex and diversity of service needs, they need to build a complete knowledge network to deal with it.
8. To the enterprises, the unification of data and identification system can enhance the enterprise’s knowledge transformation, unification and share. The enterprise can transform into a learning organization to enhance the quality of customer service.
9. A good customer service model needs abundance knowledge content and convenient communicate channel, according to the discuss from the case, I make a conclusion: Oracle company emphasize the knowledge of customer service as a base, connect suitable channels (networks, wireless communication .ex) to enhance the quality, efficiency of the customer service. Because of that the satisfaction from the customer enhance. This result has a positive help to the company itself（image） and their product sell.

並列關鍵字

customer relationship management ； Knowledge Management

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