An Integral CRM Framework of Customer Segmentation and Relationship Management

• Main Authors: Jian-Bang Lin, 林建邦
• Other Authors: Te-Hsin Liang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/56100011348843106818

博士 === 輔仁大學 === 商學研究所 === 100 === 21th century is the century of customer orientation. Peppers and Rogers (1993) proposed the cost of acquiring new customers is 10 times of retaining old ones. A company can raise 60%-100% profits by input 5% marketing cost into old customers. According to the expansion of customers contact channels, companies know the importance of customers’ needs and they can get more profits by adopting one-to-one marketing. As a result, customer relationship management (CRM) plays an important role and becomes a big issue in a company. The important factors of a company’s competitiveness have changed due to the change of the economic environment and the concepts of marketing. CRM begin to be adopted in many fields of companies. “2012 executive programs” reported that CRM becomes 8th of ten priority technology in 2012. It shows that CRM is an important trend in a company in the near future. The proposed CRM frameworks in the past are most based on the three functions structure of Meta Group (2000). However, due to the changes of the internet behaviors and improvement of information and communication technology, this study considered that the CRM framework must be modified to conform to the new era and satisfy companies and their customers. So, this study collated volumes of past CRM lectures and a case study. The results are as following: 1.Proposing the 6 different aspects By collating volumes of past CRM lectures, this study proposed the 6 dif-ferent aspects. They are “collaboration aspect”, “operation aspect”, “analysis aspect”, “strategy aspect”, “measurement aspect”, and “relation aspect”. 2.Proposing an integral CRM framework This study contacted the 6 aspects proposed as above by using the concepts of customer life cycle and process cycle model and proposed a new integral CRM framework. The integral CRM framework also added the new elements of social CRM and cloud computing in order to conform to the new technological era. 3.Ensuring the effectiveness and appropriateness of the integral CRM framework This study evaluated the integral CRM framework by using a case study and finally proved the new integral CRM framework proposed in this study effectiveness and appropriateness.