在顧客關係管理中以人為本的流程
| Autor: | 陳志翔, Chen,Chih-Hsiang |
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| Druh dokumentu: | Text |
| Popis: | 顧客關係管理(CRM)是結合人、流程和科技，並且追求瞭解顧客需求、提供商業策略和建立與顧客之間的長期關係。成功的利用整合科技，需要適合的商業流程和組織文化來適當地定位人本行為上的元素。因為顧客關係管理並不是簡單的技術解決方案，成功的顧客關係管理運作主要與人們的介入有關。為了建立對於在顧客關係管理中以人為本的流程中清楚剖析內容和角色，本研究分析顧客關係管理流程和倚賴人本的文獻，並且構成有關於在顧客關係管理中以人為本的流程假說需要。它強調高階主管和營運職員對於制定重要決策和與顧客進行立即性溝通的責任，進而帶領與顧客之間的關係管理。 典型的在顧客關係管理中以人為本的流程是很難已被建置或無法以單獨地成為技術解決方案，這些活動包含規劃顧客策略、設計顧客關係管理流程、處理顧客問題、瞭解顧客需求、處理立即溝通和問題、以及整合顧客回應。影響在顧客關係管理中以人為本的流程的因素會和顧客特性、資訊內容、員工能力和組織環境有關。本研究建立的假說是探討在顧客關係管理中以人為本的流程會被以下因素影響的相關性：(1)顧客情感需求、在交易過程中的顧客涉入度和顧客需求的變化；(2)內隱顧客資訊的需求；(3)員工經驗和知識；(4)組織文化。 為了建立在顧客關係管理中以人為本流程的清楚瞭解，本研究依據文獻發現建 構假說和經由深度個案研究來驗證他們。目標是檢驗顧客特性、資訊內容、員工能力和組織環境對於在顧客關係管理中以人為本流程的相關性。 Customer relationship management (CRM) is a combination of people, processes, and technology that seeks to provide understanding of customer needs, to support a business strategy, and to build long-term relationships with customers. Successful utilization of the integrated technology requires appropriate business processes and organizational culture to adequately address human behavioral elements. Because it is not simply a technology solution, success in CRM business revolves largely around people. In order to build a clearer understanding of the content and role of the people-driven processes of CRM, this study analyzes the literature on CRM processes and people dependencies and forms propositions about the need for people-driven processes in CRM. It emphasizes the responsibility of executives and operational staff in making critical decisions and using intimate communications to conduct relationship management with their customers. Typical people-driven processes in CRM are those that are difficult to implement or that cannot be carried out using technology solutions alone, including such activities as planning customer strategy, designing CRM processes, coping with customer problems, understanding customer needs, handling intimate communications, and integrating customer responses. Factors that affect the dependency of people-driven processes in CRM are related to customer characteristics, the content of information, employee capabilities, and the organizational environment. Propositions formed in this study are that the dependency on people-driven processes in CRM is affected by (1) customer emotional needs, customer involvement in transaction processing, and the dynamics of the customer needs; (2) the need for tacit customer information; (3) employee experience and knowledge; and (4) the organizational culture. To build a clear understanding of the people-driven processes of CRM, this research constructed propositions based on literature findings and verified them through an in-depth case study. The objective is to explain the effects of customer characteristics, the content of information, employee capabilities, and the organizational environment on the dependence of people-driven processes in CRM. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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