| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 89 === Customer Relationship Management (CRM) is one of the major e-business trends recently. In order to compete for higher wallet shares of customers, companies need to offer the right product to the right customer through the right channel at the right time. CRM systems allow the management of the customer relationship to be automated with the objective of maximizing the profitability of individual customer relationships while minimizing the cost of managing those relationships. Therefore, many IT vendors are offering so-called “total solutions” to companies. However, what kind of CRM solutions do companies really need?
The answer is composed of two elements. On the one hand, firms ought to have a broad picture of CRM tools and a basic understand of each tool’s functions and limits. On the other hand, firms need to have a strong self-awareness, which is the ability to be clear about the strategic positioning and operational effectives of themselves.
Therefore, the purpose of this thesis is to conduct a case study to explore the need for CRM and recommend an action plan of CRM by literature review and in-depth interviews.
As a result, this study is divided into two parts. Firstly, it gives us a broad picture of CRM by literature review. It comprises of the basic definition, strategic view, IT systems and components, key success factors, organizational design, credit card industry applications of CRM. Secondly, it conducts a case study to explore the need for CRM. It uses in-depth interviews and the “Activity System” concept developed by Michael E. Porter (1996) to examine the case company’s CRM-related activities.
In conclusion, it recommends a three-step action plan for the case company to implement CRM:
lImproving the effectiveness of Direct Marketing
lImplementing Database Marketing and Data warehousing
lImplementing organizational restructuring
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