| Summary: | 碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 94 === Due to the rapid developing of information technologies, most high-tech products have grown more and more homogenized. Consequently, ways to excel from fierce competitive environment have gone back to customer satisfaction and loyalty related basic issues. And the implementation and management of Customer Relationship Management (CRM), which highly affect customer satisfaction and loyalty, have been an important study area.
Xerox Corp. bases on its FWSS data warehouse and related SFA database, Marketing database and Customer Service database, have implemented a CRM system with SAS, CSC, and AMD as three major subsystems. Since it is highly-acclaimed by both the academics and the practice, this system is chosen as major study object. Besides, Bailetti et al. proposed object based models to capture and visible the system level coordination structure of complex projects, which have several proven successful applications.
A successful CRM system depends not only on investments of information technologies, but also on the coordination and cooperation among all levels of organizational units. As a result, this study adopts the coordination structure approach, combined with case study methodologies to verify Xerox’s CRM systems, concentrating on four critical success factors summarized from extensive literature reviews: (1) commitments of executives, (2) shared vision and objectives, (3) cross-functional cooperation, and (4) Supports of information systems. Research findings provide helpful insights and practical guidelines regarding the implementation and management of CRM systems.
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