| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 89 === According to the 80/20 principle, 80% of the profits of an enterprise come from the most valuable 20% of customers. Therefore in order to maximize its profits, any business should be aware of exactly who its most valuable customers are. Once it has identified its most valuable customers, the company should arrange its operations to concentrate on delivering the best service to these customers. Hence, Customer Relationship Management (CRM) became a very popular concept for managing customer service in order to increase the generation of profits. CRM has attracted a lot of attention in recent years largely because IT-based solutions have become more and more important. However, it has largely been implemented in the consumer market rather than within the industrial market.
This study is focused on CRM implementation in the industrial market, specifically the semiconductor field. It analyses not only technical solutions, but also how an enterprise needs to adjust its organization and working processes in order to fulfill successful CRM. The key goals are to enhance customer satisfaction, and ultimately to raise sales revenues and profits.
According to the study, there are three key issues:
1.Some concepts and strategies used in commercial CRM are unsuitable for industrial CRM - for example, Computer Telephony Integration (CTI).
2.The CRM approach, based on Customer Relationship Management Science, also fits the semiconductor industry’s processes in practice.
3.Utilizing IT-based CRM effectively within the semiconductor industry increases customer satisfaction, enhances customer retention rates and greatly improves customer loyalty.
Due to limitations on the number of enterprises operating in the semiconductor field, this study is based on only four companies. The analysis would be more complete alongside future investigation of another industry, so that the wider implications of CRM and its benefits for industry as a whole can be firmly established.
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