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研究生： 柯雅芬
論文名稱： Understanding the Technology and Organizational Elements of Customer Relationship Management Systems
指導教授： 尚孝純
學位類別： 碩士
Master
系所名稱： 商學院 - 資訊管理學系
Department of Management Information System
論文出版年： 2006
畢業學年度： 94
語文別： 英文
論文頁數： 89
中文關鍵詞： 顧客關係管理 、系統整合 、組織協調
外文關鍵詞： Customer Relationship Management, system integration, organizational alignment
相關次數： 點閱：99  下載：52 
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    • To build a clear understanding of the management of the technology and organizational elements of CRM systems, this research formed propositions based on literature findings and experts’ experiences to explain (1) the elements of the technology and organizational sides of a CRM system, and (2) how the technology and organizational elements align to create effective CRM operation. The technology elements of an enterprise-wide CRM system can be organized into three parts: communicational CRM that coordinates all channels of customer contacts, execution CRM that consists of all value chain activities that execute customer relationship establishment and maintenance, and intelligent CRM that consolidates business intelligence about customers. The three integrated elements provide a technical infrastructure for customer value-generation activities. The organizational resources including structure, processes, culture, and management abilities are elements that need to be aligned and coordinated with CRM technologies. Management of a CRM system, therefore, can be considered as managing an organism that requires interdependent elements to work together to maintain a continuous capability of creating and sustaining customer relationships.

    Through in-depth case study of three telecommunication firms in Taiwan this study confirmed the proposition about the alignment between CRM technological and organizational elements. The results further revealed that a complete integration among CRM elements may not be necessary, and the level of data and process integration should be selective. It is critical that companies should dynamically integrate and align their organizational resources according to the changing environment to establish differentiated capabilities of CRM.

    CHAPTER 1: RESEARCH OBJECTIVES AND RESEARCH BACKGROUND 1

    CHAPTER 2: LITERATURE REVIEW 3
    2.1 Studying the CRM System from a Socio-technical View 3
    2.2 CRM Technology Elements 3
    2.3 Aligned CRM Organizational Elements 6
    2.4 Customer Management Activity Mapping to Enterprise CRM 10
    2.5 Integration of CRM Technology Elements 13
    2.6 CRM Value 15
    2.7 Research Propositions 16

    CHAPTER 3: RESEARCH METHODOLOGY 21

    CHAPTER 4: RESEARCH RESULTS 24
    4.1 Proposition Analysis 24

    CHAPTER 5: DISCUSSION 40
    5.1 Selective Integration among CRM Technology Elements 40
    5.2 Selective Accessibility to Customer Information 42
    5.3 Creating Better Customer Information Circulation through Organizational Mechanisms 42
    5.4 Taking ”Human Data” Seriously 42
    5.5 When CRM Technology Components (Hard Infrastructure) Has Become a Commodity, Organizations Differentiate Themselves through Different Designs of Aligned Organizational Resources (Soft Infrastructure) 43

    CHAPTER 6: CONCLUSION 50
    6.1 Conclusion 50
    6.2 Academic and Managerial Implications 51
    6.3 Research Limitations 52
    6.4 Future Research 52

    REFERENCES 53

    APPENDIX A: RESEARCH RESULTS OF COMPANY A 57
    A.1 Company Background 57
    A.2 CRM Implementation 57
    A.3 Integration of CRM Technology Elements 59
    A.4 Organizational Alignment 61
    A.5 Market Performance 65

    APPENDIX B: RESEARCH RESULTS OF COMPANY B 67
    B.1 Company Background 67
    B.2 CRM Implementation 67
    B.3 Integration of CRM Technology Elements 69
    B.4 Organizational Alignment 71
    B.5 Market Performance 75

    APPENDIX C: RESEARCH RESULTS OF COMPANY C 77
    C.1 Company Background 77
    C.2 CRM Implementation 77
    C.3 Integration of CRM Technology Elements 78
    C.4 Organizational Alignment 80
    C.5 Market Performance 83

    APPENDIX D: QUESTIONNAIRE 85

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