個案研究 : “SaaS CRM 4 之導入”

Abstract

本研究旨在探討企業選擇導入CRM SaaS至系統實際執行間之因素，其中特別著眼於初始設計下的CRM及依符合實際使用需求下產生的SaaS CRM間之差異。過往的研究者皆將這兩個概念分開探討。然而目前SaaS CRM部分的市場正以兩位數的速度快速成長中，當前為數甚少且缺乏全面性的研究仍不足以深度探討此現象。為縮減此差距，本研究透過一間加拿大企業實際執行CRM SaaS系統啟用初期過程為案例進行深入研究。研究結果顯示CRM的核心理論始終成立，但在使用者如何提供SaaS CRM設計元素及與如何實際操作使用系統等變化因素下，會帶來新的影響因素。而本研究中亦將探討這些新的現象所代表的涵義。

The aim of this study is to explore factors of SaaS CRM adoption and implementation, particularly the difference existing between traditional on-premise CRM and the on-demand SaaS CRM. Prior research investigated both concepts as two distinct notions. However, the SaaS CRM market segment keeps growing at close to a double digit rate and only a few studies have investigated this phenomenon. To fill the lacunae, the current research has conducted an empirical study to investigate this issue more seriously. The case study reports on the experience of a North American company during their SaaS CRM system implementation. Findings reveal that the core concept of CRM wasn't affected but new key elements emerged concerning how SaaS CRM is provided and consumed by the adopting firm. The implications are discussed further in this study.