專業服務業之顧客關係管理探討：以律師事務所為例

Abstract

過去對於法律服務業的關注，多著重在服務品質的提升上，而鮮少有系統的探討律師事務所的顧客關係經營；但自2000年以來，隨著台灣律師考試錄取人數激增、經濟發展遲緩以及外人投資減少，台灣法律服務業的市場競爭日趨激烈，法律服務業如何在提升服務品質之外，進一步透過顧客關係的管理，掌握更多顧客資訊與服務需求缺口，提高顧客的滿意度與忠誠度，當為法律服務業尋求突破現階段困局，亟待探討的課題。 顧客關係管理(customer relationship management)在管理學界已發展近20年以上，且由此所連結的關係行銷(relationship marketing)、關鍵顧客管理(key account management)等理論，都是強化律師事務所顧客關係的維繫上，值得探討與分析的課題；本研究經由與多位資深律師以及企業法務人員的訪談，發現目前律師事務所的顧客關係經營，確有未能充分滿足顧客需求之處，因此，未來如何善用管理學界已發展成熟的顧客關係管理技術，並因應法律服務業經營型態的特殊性限制，以提高律師事務所的市場競爭力，殊值注意。

Over the past decade, the number of new lawyers has tremendously increased in Taiwan. As the growth of economy slows down, the competition in the legal service industry has become increasingly fierce in recent years. Despite the importance of customer experiences in legal services advocated by recent research, there has been limited research exploring the issue of customer relationship management in the context of law firms. Therefore, this research attempts to fill this research gap by examining how law firms manage their customer relationships and key accounts as well as improve their CRM. Based on customer relationship management theories, in-depth interviews with seven experienced lawyers and two legal service managers were performed to examine how law firms can manage and strengthen their CRM. Implications, limitation and future directions were then discussed.