• Title, Summary, Keyword: CRM

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A Study on the Roles and Effects of CRM System in Achieving Business Objectives (사업목표 달성에 있어서 CRM시스템의 역할 및 효과에 대한 연구)

  • Song, In-Kuk
    • The KIPS Transactions:PartD
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    • v.17D no.1
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    • pp.67-76
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    • 2010
  • To date the major business investments have been made in CRM continuously, even though many executives realized the return expected from the investment in expensive cutting-edge IT components for CRM system. However, researcher have not clearly answer the role and effects of CRM systems. The research is designed to identify the CRM system's chain-reaction effects, to investigate the relationships between factors identified, and to provide the roles and effects of CRM system in strategic perspectives. The findings illustrate that the improved information capability and enhanced competitive advantages encouraged by the CRM system implementation may lead strategic performances improvement, and finally financial performance improvements.

The Factors that Affect on CRM Performance in a Medical Institution (의료기관의 CRM 성과와 영향 요인)

  • Lee, Jae-Hong;Min, Kyung-Jin
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.11 no.2
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    • pp.758-764
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    • 2010
  • This study showed effective and new applicative direction of CRM of medical management after arranging CRM researches, measuring CRM activity and the results of medical institutions and clearing factors having an effect. In other words, 'Human Factors' variables and 'Physical Factors' variables have an effect on the result of CRM. 'Human Factors' variables have an effect on the qualitative result and 'Physical Factors' variables have an effect on the quantitative performance. In more strategic CRM continuum, Human Factors have a significant effect on the whole performance of CRM. And in more tactical, CRM continuum Human Factors and Physical Factors have significant effect on the whole performance of CRM. Consequently, The key point is grasp of what characteristics exist in CRM between strategic level and tactical level. This provides the foundation for the variables in marketing practice.

Perception Gaps among IS Practitioners in regard to CRM Systems: An Empirical Study (고객관계관리(CRM) 시스템에 관한 정보시스템 실무자의 인식 차이에 대한 실증연구)

  • 김주성;김민석;고석하
    • Journal of Information Technology Application
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    • v.3 no.4
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    • pp.19-42
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    • 2001
  • In this study, we surveyed information systems(IS) personnel in organizations which have adopted customer relationship management(CRM) systems (Group one IS personnel), those in organizations which plan to adopt CRM systems(Group two IS personnel), and IS consultants specialized in the CRM. We found that there are significant perception gaps among the three groups of IS practitioners in regard to the three aspects of CRM systems: the effects of CRM systems, critical success factors of CRM systems introduction, and the pros and cons of outsourcing a CRM system by the application service providers(ASP). The results reveal that Group one IS personnel evaluate the effectiveness of their CRM systems as moderate, while IS consultants evaluate the effectiveness of CRM systems very high and that Group two IS personnel expect the effectiveness of CRM systems to be as high as the evaluation of IS consultants. IS personnel evaluated the advantages of outsourcing CRM systems by ASP to be moderate while IS consultants evaluated it to be high. The results also show that the adoption of CRM systems is initiated by strong leadership of the top management but is not supported adequately by management thereafter.

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Current CRM Adoption in Korean Apparel Industry (국내 의류업체의 CRM 도입현황)

  • Ko, Eun-Ju
    • Journal of the Korean Society of Clothing and Textiles
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    • v.30 no.1
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    • pp.1-11
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    • 2006
  • The purpose of this study was to analyze the current CRM situation in Korean apparel industry. Specifically, research purposes were 1) to examine the concepts and benefits of CRM, 2) to examine CRM strategies, 3) to analyze CRM system(i.e., customer relationship management service, customer segmentation criteria, DB management system), and 4) to analyze the potential problems and CRM adoption plan. The subjects for this research were thirty CRM managers in Korean apparel firms classified by the company type(woman's wear, man's wear, casual wear, children's wear, retailer) interviewed from December 2003 to March 1004. The results of this study were as follows: First, the concept of CRM represented the prime customer relationship, continuous consideration, and customer management system. The benefits of CRM reflected re-sales, improvement of profit share, and acquisition of customer's data base. Second, concerning the CRM strategies, most companies focused on persistent customer management through mileage program, membership cards and also implemented product strategies such as demand forecasting, customization based on customer data analysis. We also found that industry preferred to use pricing strategies, for example, segmentation of customer through discrepancies of price in which customers are provided by discount and gift voucher services. Regarding distribution strategy, channel diversification, localized service, and convenient delivery system were used. As promotion strategies, they chose celebrating customers' personal events and promoting cultural events and issuing coupons. Third, regarding CRM system, information service was the most frequently adopted, important and highly beneficial category. Also POS/web-POS, homepage were main sources of information. RFM is the mostly commonly used customer segmentation criteria. Fourth, potential problems in CRM adoption were lack of CRM knowledge and performance measurement of CRM. Future CRM adoption plan included CRM education and development of CRM performance measures.

Critical Review of CRM Studies (CRM에 대한 비판적 고찰 연구)

  • Park, Jeong-Eun;Yang, Young;Lee, Sung-Ho
    • CRM연구
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    • v.2 no.1
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    • pp.1-13
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    • 2009
  • Because of today's intensive competitive environment, companies are taking new avenues to make inroads into or maintain their existing customers. Also many researchers have been studying areas of CRM in different perspectives. In this study, we review the previous studies critically and synthesize the concept and types of CRM from different points of view. Based on the consensus about the definition of CRM, this study propose some issues for the future study while suggesting some advices for the CRM managers. This paper review the most papers in major marketing journals after 1990 and consist of three parts (past, present and future of CRM) and its research issues.

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A Design of Customer Relationship Management Evaluation Model for Educational Site (교육용 사이트 CRM 평가 모델 설계)

  • 오성균
    • Journal of the Korea Society of Computer and Information
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    • v.8 no.1
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    • pp.76-83
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    • 2003
  • CRM technology, which increase the benefit with the improvement of customer loyalty, has been one of the important strategies of industry. At the same time it is essential to evaluate the CRM characteristics to activate the CRM technology in the educational sites. So in this study, CRM technology concept and Web-site evaluation trend is mentioned ahead. By using Web-site CRM, that is one of the latest quantitative global evaluation method, CRM characteristics evaluation model is designed. So CRM service contents of currently operational academic sites are compared and analyzed. And through students'point of view CRM characteristics evaluation base and quantitative model is proposed to improve customer loyalty and customer satisfaction. Computed results of proposed CRM evaluation model for the educational site is included partially.

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Design and Implementation of Spatially-enabled Integration Management System for a gCRM (gCRM을 위한 공간 데이터 통합관리 시스템의 설계 및 구현)

  • Kim, Sam-Geun;Moon, Il-Hwan;Ahn, Jae-Geun
    • The KIPS Transactions:PartD
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    • v.18D no.1
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    • pp.57-66
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    • 2011
  • Recently, the necessity of new methods of spatial data integration and analysis in CRM has been increased since it is acknowledged that about eighty percent of all data stored in corporate databases has a spatial component. But conventional CRM systems are either incapable of managing spatial data or are not user-friendly when doing so. This paper has designed and implemented spatially-enabled integration management system that can manage consistently both enterprise and spatial data through a legacy CRM system and object-oriented database and additionally support spatial analysis and map visualization for a gCRM. Through implementation, it is demonstrated that the proposed system can facilitate effectively spatial data management and analysis in a legacy CRM system.

A Study on the Effect of CRM Considerations Affecting Customer Interaction Performance through the Moderating Effect of CRM Information System Capability (CRM 도입에 관한 적정성 확보 정도가 CRM 정보기술역량을 매개로 고객 상호작용 성과에 미치는 영향)

  • Lee, Jung Min;Song, Sang Ho;Jeo, Hea June
    • Journal of Information Technology Applications and Management
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    • v.20 no.2
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    • pp.15-37
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    • 2013
  • In this study, the validity of CRM introductory is defined as a driving force for the introduction of technology and concepts such as competence factors of CRM. Effect on the ability to verify the information technology CRM using this concept, we examined the effect of force CRM information technology has on the outcome from the point of view of the customer interaction. And we have tested the moderate effect for size of the company and the industry shape to the relationship between the adequacy and implementation of CRM. As a result, technical adequacy and competence of CRM implementation CRM, has a significant causal relationship to CRM information technology capability. Competence of CRM implementation has a causal relationship with care for the outcome of the interaction of the customer, shows the validity of the introduction of CRM companies are seeking Modulatory effect was verified using the company's size and industry classification, was significant only for the classification of industries. This result shows that must find ways to introduce the CRM industry depending on the form of different.

Establishing the Importance Weights of CRM Evaluation Factors through AHP analysis (AHP 기법을 활용한 CRM 평가요소의 상대적 중요도 분석)

  • Kim, Hyung-Su;Park, Chan-Wook
    • CRM연구
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    • v.1 no.1
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    • pp.3-22
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    • 2006
  • As customer relationship management (CRM) has been increasingly adopted by corporations as a core business strategy, measuring performance of CRM is becoming an important managerial issue recently. In this study, we present a conceptual framework formeasuring CRM performance, and provide strategic priorities among the diagnostic perspectives and factors involved in the framework by analyzing their comparative weights. We first derived critical success factors of CRM from an extensive literature review and in-depth interviews with industrial and academic CRM experts, and categorized them into one of four different diagnostic perspectives. Then, we asked a group of CRM experts to evaluate each set of diagnostic factors in a pairwise fashion with respect to each perspective, computing their comparative weights by using the Analytic Hierarchy Process (AHP) technique. In terms of diagnostic perspectives, this study shows that customer perspective was the most critical perspective, whereas infrastructure was the least weighted perspective. The result also discloses that explicit goal and top management's attitude, expanding customer relationship, strengthening customer loyalty, and enhancing customer equity are the most important factors in infrastructure, CRM process, customer, and organizational performance perspective, respectively.

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Datamining technique for successful eCRM, CRM (성공적인 eCRM, CRM을 위한 데이터마이닝 기법)

  • Kang Rae-Goo;Lim Hee-Kyoung;Jung Chai-Yeoung
    • Journal of the Korea Institute of Information and Communication Engineering
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    • v.10 no.9
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    • pp.1596-1601
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    • 2006
  • To customer management finds and forecast customer's various pattern more easily and conveniently rising by important topic that control corporation's success and failure, mmy corporations are introducing CRM and eCRM fast. At past, customer management had been managed by statisticians or special statistics package but it is trend been alternating gradually by datamining technique to do to computerize statistics process based on sudden development of IT. Field that this datamining is used representatively is CRM, eCRM. This paper applied datamining using GA referencing customer data or discount store and sale data or 2004 years. forecasted 2005 years melancholy customer by datamining and proved datamining through comparison with actuality customer data is how effective to eCRM.