- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
Research about a successful adopting for the CRM in the companies
Abstract
Prior to the introduction of the CRM, we need to analyze the characteristics and the situations of the company, and should establish a clear vision of the CRM. And each company should identify elements and technologies for introducing the most suitable CRM for them, and optimize them, with long-term perspective. In addition, it requires the implementation strategy which integrates the existing company’s routine marketing activities with the concept of the CRM. According to the implementation strategy, the company should improve the business process which is the most effective in investment step by step, and the information system strategy, which develops system investment gradually, should harmonize with it. First, we recognized that raising the company value is important by maximizing customer lifetime value (LTV) by understanding customer needs, and achieving the company’s goal through customer satisfaction. Second, we understood that adopting the CRM should be accompanied by changes in the structure, business process and customer contact channels, and it can be successfully integrated with business when it gets proper understandings and attentions of the management. Third, the reality is that there are few cases of successful implementation of domestic companies, and some companies that successfully implement the system mean nothing but implement the solution for developing the CRM. Therefore, it needs to be observed for the long haul, and it seems that we need to approach more systematically to implementation cases for each industry about implementation of the CRM. Fourth, the CRM is no longer the preserve of major companies, and it is the time that medium and small sized enterprises also need it. Taking lesson from Switzerland's small size store merchants who successfully adopt right size of the CRM for their business, for domestic medium and small sized enterprises, the necessity to develop business through developing the CRM models which fit their situations and maintaining relationships with customers has been grown. Fifth, for adopting the CRM business processes, changing or converting the CRM system to the model which fits the company’s situation is important rather than applying the advanced company’s CRM system model. In other words, the CRM solution which can maximize their own strength by developing the CRM program that makes the most of features and characteristics of the company should be adopted.
- keywords
- CRM비전, CRM시스템모델, 고객생애가치, CRM Vision, CRM system model, Life Time value
Reference
김기평 (2007), “중소유통기업의 CRM도입방안에 관한연구”, 대전: 한밭대학교 창업경영대학원 석사논문.
김승욱, 김경재, 김창수 (2005), 고객관계관리, 서울: 형설출판사.
김유오, 이민권, 윤명길 (2005), “선진국 중소소매업 정책에 관한연구(Ⅰ)”, 유통과학연구, 제4권 제1호, 77-100.
김재문 (2000), e-비지니스 모델에 맞는 e-CRM, 서울: 거름, 83~84.
박영근, 김판준 (2007), “관계효익이 판매원 및 기업만족과 고객애호도에 미치는 영향에 관한 연구”, 유통과학연구, 제5권 제1호, 23-40.
박정섭 (2005), “서비스 기업의 종업원 만족도가 경영성과에 미치는 영향에 관한 연구”, 유통과학연구, 제4권 제1호, 101-120.
송현수 (2000), CRM 경영혁명, 서울: 새로운 제안, 17.
유필화, 김용준, 한상만 (2001), 현대 마케팅론(제4판), 서울: 박영사.
윤명길, 김유오 (2007), “한국에서의 유통학문 연구 방법 론에 대한 소고”, 유통과학연구, 제5권 제1호, 75-88.
윤명길, 김유오 (2005), “유통연구에 대한 학문적 연구(II)”, 유통과학연구 제3권 제1호, 1-22.
윤명숙 (2006), 소비자행동론, 서울: 대경.
윤지태, 박재현, 김봉진(2001), “CRM구축에서의 문제점과 중점 구축 방안에 대한 연구”, 안전경영과학회지, 제3권 제1호, 156.
이상민 (2000), 인터넷 시대의 고객관계관리, 서울: 삼성경제연구소.
이재호 (2001), “사례연구를 통한 CRM의 효율적인 적용에 관 한연구”, 단국대학교 박사논문, 47.
이종근, 배무언 (2006), “백화점 고객이 가지는 관계가 고객만족과 신뢰 및 충성도에 미치는 영향에 관한 연구”, 유통과학연구, 제5권 제1호, 27-52.
이학식 (2006), 마케팅조사(제2판), 서울: 법문사.
채경희, 김상철 (2010), “의사결정나무 기법을 활용한 백화점의 고객세분화 사례연구”, 유통과학연구, 제8권 제1호, 13-19.
최정환, 이유재(2003), 죽은 CRM 살아있는 CRM, 서울: 한언.
최하눌 (2008), 글로벌시대의 고객관계관리, 서울: 두남출판사.
한국 경영기술 컨설턴트 협회 (1999), “한국경영기술컨설턴트협회보”, 제203호.
한국소프트웨어산업협회 (2001), “S/W 산업부문별 산업동행보고서”, 2월호.
Cameron, David (1998), “Do you really need a Warehouse?”, Direct Marketing, l6(2), 213-215.
Peppers, Don, Rogers, Martha & Dorf, Bob (1999), “ Is your company ready for one to one marketing”, Harvard Business Review, Jan-Feb, 103-105.
Fournier, S., Dobscha, S. & Mick, D. G. (1998), “Preventing the premature death of relationship marketing”, Havard Business Review, Jan-Feb, 98.
Kim, Yoo-Oh, Ji, Hae-myoung & Youn, Myoung-Kil (2009), “Reflections on the Distribution of Gift Certificates for Stimulation of Traditional Markets - With a focus on gift certificates in traditional markets”, Journal of Distribution Science, 7(4), 37-46.
Lee, Joung-gun & Bea, Mu-eun (2006), “The Impact of Interpersonal Relationships on Department Stores Customer Satisfaction and Trust, Loyalty”, Journal of Distribution Science, 4(1), 27-52.
Lee, Soo-yeul & Kim, Young-Ei (2009), “A Study on the establishment of VOC system in compliance with the shift in customer trend”, Journal of Distribution Science, 7(2), 89-119.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations