| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 107 === The objective of this study is to know how CRM system is built and what the benefit comes out in Direct Selling business. As people know that Direct Selling is a network business, to build up and maintain the relationship with customers is always put as top priority. Thus, the key successful factor is on how to customize and retain customers. The study case is actually from a real and famous Direct Selling company in Taiwan, it has complete CRM system with multiple searching functions that connects well with customers by collected personal data and buying behaviors from historical data. It also has own RFM system to help generate and maintain more VIP members. Different marketing strategies are fulfilled in different customer segments with higher key performance indicator results.
The finding through this case study:
1. To differentiate the needs from customers’ perspectives could help to improve personal value with direct, endurable, customized service through the customer relationship management platform.
2. High-level decision-makers control the companys resources, through the data analysis, resources could be effectively allocated, and marketing strategies could be planned according to customer needs.
3. To thoroughly implement the trainings for direct sellers, to improve customer value and self-growth, and to learn the long-term customer relationships maintenance.
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