A Study of Customer Relationship Management (CRM) on Chunghwa Telecome
|關鍵字:||顧客關係管理;CRM、Customer Relationship Management|
The springing internet has made customers smarter to seek their products with better prices and qualities in lesser period of time. One enterprise must transform its managing policy and must be customer-centric to realize the customer needs, preferences and the motivations to purchase, providing the customized products and services as the customer loyalty becoming lower and lower in today. One enterprise also must reconsider the capital differences between developing new customers and retending customers in terms of the customer values. It may be a focus that how an enterprise develops its new customers. However, for the enterprise, how to retend the regular customers and how to have more interactions with customers who are constantly purchasing with as a contribution factor to the enterprise is another focus. Different customers should be treated differently when they have different weighs to the enterprise. The derivation of CRM into an enterprise must start with customers themselves, providing with what the customers need and building the strong links with customers. The destination of CRM is to enhance customer values, improve customer loyalty and increase profits out of an enterprise. This study has three major parts. To begin with, the strategy development process is the first step for an enterprise to execute. The managers need to consider CRM in the context of overall business strategy that execution perspective should be emphasized. And its goal is to maximize long-term customer values and to make the customers the centerpiece among enterprise business, marketing and customer services. The strategy development process demands a dual focus on the organization business strategy and its customer strategy: how well the two interrelate will fundmentally affect the success of the CRM strategy. The operation of CRM is the second part, which includes : Collaborative CRM - a mechanism of interaction and a channel to establish a long-term business-transcended and buddy-like relationship between enterprises and customers; Analytical CRM – an approach to analyze all the collected data from customers including data warehouse and customer data analysis; Operational CRM – practical applications of face-to-face with customers including the management of marketing activities, the management of sale activities and the management of customer service. The last part describes the evaluation of CRM practice that the shareholder results and performance monitoring are included. By the analysis of an individual case, the status of CRM into the case and the performance assessment will be mentioned; in addition, several suggestions will also be addressed.
|Appears in Collections:||Thesis|