行動客戶關係管理系統之研究; Mobile CRM

NCUIR > School of Management at National Central University > Executive Master of Information Management > Electronic Thesis & Dissertation > Item 987654321/13307

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/13307

Title:	行動客戶關係管理系統之研究;Mobile CRM
Authors:	蔡承仲;Cheng-Chung Tsai
Contributors:	資訊管理學系碩士在職專班
Keywords:	行動商務;網路服務;行動客戶關係管理;智慧型手持裝置;客戶關係管理;Customer relationship management;Mobile CRM;Smart Handheld;CRM;Network service;Mobile commerce
Date:	2007-07-04
Issue Date:	2009-09-22 15:28:38 (UTC+8)
Publisher:	國立中央大學圖書館
Abstract:	傳統 CRM 系統企業在導入與使用的過程中，遭遇到以下的問題：(1)資料收集者的抗拒(2)客戶資料收集深度不足(3)資料更新速度過慢(4)反應至終端客戶速度過慢(5)存取點不足(6)無法對第一線使用者產生附加價值(7)限於分析與產生報表資料等。本研究探討出一行動客戶關係管理之流程並提出 CRM 價值循環之概念;及以 Web Service 與開放式架構實做一高可用性之行動客戶關係管理系統模組；並具備下列特性: (1)快速導入：使用 WEB 介面並針對手持式裝置予以最佳化。減少部署困難及增加部署速度；同時解決使用者端軟體更新問題.(2)模組化:可以模組化方式套用在傳統 CRM 模組 (3)高適應性:可以跟任何形式的 CRM 系統資料庫進行整合。本研究以模組化概念將行動客戶關係管理系統實做，並提供有意導入行動客戶關係管理的企業一個低成本並能繼續保有原客戶關係管理系統投資的選擇，同時針對導入過程中組織及系統，技術與非技術需注意之重點羅列，減少企業因經驗與評估不足造成的導入失敗。 As of today, enterprise encountering few problems when implementing and using traditional CRM, they are: (1) Data collector’s resistance (2) Superficial of customer data collection (3) Slow data refresh (4) Slow responses to end customer (5) Limited access point (6) No value-add for field users. The research is conferred a Mobile CRM flow and bring up a concept of CRM value cycle; and it also implemented a high usability system based on Web service and open system architecture. It got few characteristics as below: (1) Quick deployment: used web standard interface and has optimized for handheld. Reduced difficulty on deployment and increased speed of deployment. it also solved software upgrade issue on mass clients.(2)Modulize: Able to collaborate with traditional system and work as a module (3)High Adapting: Able to operate with any kind of CRM system and Database. This research used modulize concept to implement a Mobile CRM system, and provided a solution with low cost and retain existing investments on they owned CRM system. It also provided a summary and lesson learnt information on both technical and non-technical factors for reduces the failure rate when enterprise implementing the system with lack of experience and evaluation.
Appears in Collections:	[Executive Master of Information Management] Electronic Thesis & Dissertation

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