顾客关系管理导入企业界应用之探讨（pdf 112)

TheresearchofintroducingcustomerrelationshipmanagementintotheindustryAnexampleofwaterandelectricityinstallationindustryinKaohsiung:EMBAEMBAEMBAIEMBA3ANNYANDY38()EMBAEMBAII(CRM)1.(CRM)III2.(CRM)3.4.5.6.7.IVAbstractTheseyears,duetothespeedygrowingupeconomicinTaiwan,theamountofallkindsoftallbuildingsincreaserapidly;inthemeantime,thewaterandelectricityinstallationofbuildingisgettingimportantdaybyday,becauseitisthepredominantelementwhichtheconstructionofbuilding’sfunctionconditiondependson.Howtocreategoodrelationshipwithcustomersandearnthetrustfromcustomersandsatisfythedemandsofcustomersbythegoodinteractingbetweencompanyandclients,turnsintoabigissuetothewaterandelectricityinstallationindustry.Increasingcustomervalue,raisingthecustomersatisfaction,makingcustomerhaveloyaltytothecompanycanbekeystobesuccess.Therefore,customerrelationshipmanagement(CRM)becomestheway,whichthewaterandelectricityinstallationindustryshouldfocusoninthefuture.ThisresearchisbasedonthreesounderwaterandelectricityinstallationindustriesinKaohsiunganditiscomposedbyanalyzingofcasecompany’senvironment,targetandcharacteristics,andthenobservesthecasecompany’sactivitiesinCRM.Accordingtotheresultofcaseinterview,thisresearchcomestothefollowingconclusions:1.ManagementcharacteristicofindustryenvironmentisthemainelementtointroducewaterandelectricityinstallationindustrytoCRM.2.IfthisindustrywantstoputCRMintopractice,mostimportantofallistheonefirm’stargetcustomersgroup.3.Inthewayofgainingcustomer,thecreditofwaterandelectricityVinstallationindustrybecomestheevaluativestandardtocustomer.4.CRMhelpswaterandelectricityinstallationindustryincreasingtheirabilityofcontrollingcustomer’sactivity.5.Differentwaysofpromotingsalesmakerelatedactivitiesdifferent.6.Inthewayofcustomerservice,waterandelectricityinstallationindustrycanconsiderdevelopingunitedcustomerservicebyCRM.7.RelatedstaffmustparticipateinintroductionofCRM,managingcustomerknowledgebysharinginsideknowledgemakesCRMwellcontrolcustomer’sdemandinestablishment.Attheend,thisresearchprovidestwosuggestionsforwaterandelectricityinstallationindustry:First,ensurethetargetandpurposeofmanagementbeforeintroducingCRM.Second,introducingCRMcooperatewithadjustmentofinternalworkingprocess.KEYWORDSCustomerRelationshipManagement,Waterandelectricityinstallationindustry,Customervalue,Customerdemand,Customersatisfaction.VI.................................................................................................1........................................................................1........................................................................................1........................................................................................2....................................................................................4........................................................................................6................................................................6................................................................8......................................................13......................................................................................15......................................................................................16......................................................................................17......................................................................................18......................................................19..........................................21......................................................................................25..................................................................................25..................................................................................26..................................................................................26......................................................................................28..............................................................28..................................................29..........................................................................30......................................................................................35......................................................................37CH................................................................39......................................................................................39..................................................................42..........................................................46F...................................................................50VII......................................................................................50..................................................................55..........................................................58HE........................................................62.....................................................................................