企業因應CRM趨勢導入POS系統之探討

A Study of How Can Business Utilize the POS System to Accommodate the Current Trend of CRM

林嘉洽(Jia-Cia Lin)

《興國學報》 7期 (2007/01) Pp. 321-336

https://doi.org/10.29950/JHKUM.200701.0021

摘要

統一超商（7-ELEVEN）於2005年11月11日上午發生全省門市收銀機大當機，使得近百家門市同一時間內無法結帳。據該公司表示，此事件係由於廣告播放程式更新造成系統當機，與電腦系統無關。雖然，統一超商在第一時間改以現場人工作業方式結帳，但是門市結帳情況仍掀起一陣小混亂；對仰賴資訊科技比重相當高的服務業而言，當服務因電腦系統當機而中止時，如何應用即時災難復原系統，便可凸顯企業危機管理的能力。本研究旨在探討企業處於今日資訊快速之世代，銷售點管理系統不單單只是扮演收銀的角色，更是許多零售服務業中的仰賴者，企業如何巧妙地運用此系統蒐集消費者情報，再結合內外部資訊，甚至貫穿後端客戶關係管理、商業智慧等系統，發揮強大的功能，作為企業主管重要決策之參考。

關鍵字

客戶關係管理 ； 銷售點管理系統

並列摘要

On November 11, 2005, hundreds of 7-ELEVEN stores in Taiwan were unable to check out customers at the time when the company's cashier network was down. According to 7-ELEVEN, the incidence was not caused by a breakdown of computer system but was caused by a change in the company's commercial broadcasting program. 7-ELEVEN immediately decided to check out customers manually, however, chaotic stirring up was observed in many stores. Relatively speaking, retail and service industries rely heavily on information technology for their daily operations. How can a company utilize its catastrophe recovering system quickly from suffering sudden computer breakdown is a test of the company's crises management capability.The purpose of this paper is to investigate the important role of the POS system for a business in today's information era. POS system serves not only as a cashier but also a provider for retail businesses. A company can effectively handle its POS system to collect consumer intelligence, integrate internal and external information, penetrate through back-end customer relationship management and business intelligence systems. Effectively using the POS system will enhance a company's competitiveness and improve management's decision making.

並列關鍵字

Customer Relationship Management ； Point of Sales

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