整合運用客戶關係管理以提昇營運效能之研究

Abstract

Customer oriented marketing concepts have changed enterprises and their competitive direction. The effective utilization of information science and technology to understand customer trends; the demand for an integrated systematic plan and the establishment of customer relationship management is becoming a critical element of sustained business development. In today’s conservation-conscious environment managers have to face the demands of working with limited resources to achieve their goals. The challenge of applying relationship-marketing concepts to identifying the most appropriate customer, the ability to differentiate needs and apply the most suitable methods of customer interaction and the delivery of customized services are key issues when setting goals such as developing new customers, maintaining existing client bases and leveraging customer contribution. Customer Relationship Management (CRM) must be considered as a long-term development strategy involving the systematic and effective use of the management functions to continuously and seamlessly check and improve customer interaction by establishing personalized connections. CRM not only assists resource planning and the strategic direction of an organisation, but also promotes effective business operations and creates additional profit for an enterprise. This thesis focuses on a case study for W Corporation. There are three main objectives. • To discuss influencing factors and develop a CRM implementation strategy for the enterprise • To investigate and document the company's current activities for comparison with CRM strategies and theories • To analyze the operation effectiveness of implementing CRM strategies in W corporation. This research has the following conclusions： (1) An enterprise must consider internal and external factors and have the resource capabilities to provide solid customer service in order to build and maintain their competitive advantage using CRM strategies. (2) An organization can effectives apply relationship marketing concepts to achieving and maintaining healthy customer objectives and goals. (3) An enterprise can not only meet customer demands and leverage customer satisfaction but also promote operational effectiveness and create a competitive advantage by adjusting operational direction, sustaining and improving interaction.