顧客關係管理系統導入效益與關鍵成功因素之研究

The advantages and critical successful factors of introducing customer relationship management system

張寶樹(Pao-Shu Chang)

指導教授 ： 林震岩

中原大學/商學院/企業管理研究所/碩士(2004年)

https://doi.org/10.6840/cycu200300770

摘要

隨著環境的自由化、國際化、以及全球競爭者的進入，「顧客關係管理」成為企業最需注重的 議題之一。企業了解到欲提供顧客量身訂作的服務時，須仰賴顧客關係管理（CRM），透過顧客關係管理系統，企業得以鞏固現有顧客、贏得新的顧客，並且得知及增進客戶利潤貢獻度，如何透過CRM系統與其顧客作更密切的互動與聯繫之社交性互動議題上。因此，本研究將利用研究結果，提供企業及顧客關係管理系統的供應者(包括：軟體公司、協助採用顧客關係管理的管理顧問公司)等相關利害關係人理論與實務兼備的深層見解。
本研究透過以下幾項重要之研究問題：一、顧客關係管理系統的架構與執行步驟、二、顧客關係管理系統產品特色、三、成功建置顧客關係管理系統之個案，四、績效表現與關鍵成功因素。來探討未來企業採用顧客關係管理系統之延伸應用方向為何。
再者，本研究將試圖從各種不同角度來剖析企業導入CRM系統的原因、考量及後續可能帶來的影響，也就是為何導入CRM，導入CRM後有何成效。期能給予實務界有關CRM系更具深層意涵的見解。
CRM要成功，策略遠勝於科技，必須要定出企業的顧客策略才會讓企業更貼近顧客，科技只是輔助的一項工具。透過有效的領導及管理變革，來建立顧客忠誠度的管道。

關鍵字

顧客關係管理 ； 電子商務

並列摘要

As the liberation, internationalization and global competition, customer relationship management (CRM) has become one of the most important issues of enterprise. Enterprise would like providing customer centric service relies on CRM system is must. Enterprises could get customer retention, more new customers and more customers understanding through CRM system. Therefore enterprises could gain more and more profits. This research make an effort to provide all prospects, venders and consultant firms some significant understanding of conception and practice.
This research through following several topics to explore the future usage of CRM in the enterprises environment. 1.CRM architecture and implement steps, 2.CRM products feature and characters, 3.the successful reference case study, 4.the advantages and the critical successful factors of introducing CRM.
Therefore, this research is attempt to analysis the causes with vary views, why enterprise to conduct CRM system? And what results they got? We do our best to come out the detail of understanding. Hope to help all of prospects.
A successful CRM system of an enterprise, strategy is important than technology. “Customer strategy” is must be identifying clearly. Technology is just one of tools. Through “Efficient leadership” and “Change Management” to build up better “customer loyalty” channel.

並列關鍵字

e-business ； customer relationship management

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