- 學位論文
顧客關係管理系統開發專案風險管理之研究 -以金融業為例
Project risk management of Customer Relationship Management System ─The Case of Financial Industry
摘要
在台灣的產業中，金融業算是最早，也最適合引進顧客關係管理的企業。 因為金融業的客群較大，加上具有隱密、快速、個人化之要求與期待。同時，為了保住舊有客戶，金融業提供個人化的服務，像是automated teller machine (ATM), kiosk, web bank等，來確認個人的股價，或是保單價值等個人化服務，為銀行業金融服務商品的競爭利基。顧客適時接收到所需要的訊息，並直接產生行動，決不輕易流失任一顧客，提高顧客忠誠度。 然而，在建置 CRM時，單單只考慮技術問題是行不通的。為了降低在建置CRM有可能發生的風險，本研究探討金融業在建置CRM系統所面臨的各種專案風險項目，期望給未來金融業在發展CRM專案時，在危機尚未發生前，專案經理必須事先做好預防的工作，以期將風險降至最低。同時分析各風險影響程度，及如何排定優先處理順序。並歸納不同的「CRM種類」，在不同的「專案生命週期」中，產生哪些相同的專案的風險項目是需要被識別的。 本研究所指的金融業特以「銀行業」及「保險業」當作研究的標的對象。但金融業在CRM系統開發過程中，是否有著特殊的專案風險項目是需要特別注意及避免的？其中的影響程度的優先順序？這就是本論文想探討的問題。 嘗試將收集到的個案，依照專案進行的階段作分析後，再與文獻做整理依風險的大小來決定納入風險管理的項目。
並列摘要
In Taiwan, many financial services organizations are rushing to become more customer focused. A key component of many initiatives is the implementation of Customer Relationship Management (CRM) system. My research has highlighted that most institutions take a rather narrow view of CRM and as such, project risk management when the system been built. people are more likely to visit an automated teller machine (ATM), a kiosk, or a website, where they can also check their stock portfolio or compare insurance rates online. Faced with an increasing array of financial products and services, customers are expecting more from providers in terms of customized offerings, value, ease of access and personalized service. Moreover, I analyze three CRM case studies in banking industry, insurance industry in financial services companies and derive different types of CRM approaches in the financial services industry: Project risk management of Customer Relationship Management System. We describe each type in accordance with the CRM build stage and a case study . It also describes how to identify risk factors, and plan for and conduct risk management