| 摘要: | 本研究旨在探討資訊服務業實施客戶關係管理（CRM）系統的必要性及挑戰，以H公司為案例進行分析。在資訊服務業中，客戶關係管理不僅是提高客戶滿意度和忠誠度的重要手段，也是提升公司營收與市場競爭力的關鍵。然而，在專案導向的資訊服務業面臨的客戶管理問題較為特殊，包括客戶資料的管理、銷售（或潛在）案件管理、客戶服務與支持等方面，這些問題的存在對企業的長期發展造成了不小的影響。
透過對H公司的個案研究，本論文詳細分析了資訊服務業在無系統管理下遇到的客戶關係管理問題，包括客戶資料維護不一致、業務個人或業務團隊離職導致客戶流失、客戶回饋蒐集困難等。這些問題不僅影響了公司與客戶之間的關係，也限制了公司業務的擴展和增長。
為了解決上述問題，本研究提出了引入CRM系統的必要性，並根據H公司的實際需求及公司策略，分析適合資訊服務業的CRM系統功能。這些功能包括業務活動管理、潛在案件管理（Pipeline）、客戶資料的統一管理等，旨在透過系統化管理提高客戶滿意度，增強客戶忠誠度，從而提升公司的整體營運效能。
最後，本論文強調了CRM系統在資訊服務業實施的重要性，並指出成功實施CRM系統的關鍵因素，包括管理流程的再造、員工教育和系統功能的定制化。透過案例分析，本研究不僅為資訊服務業提供了CRM系統實施的參考，也為相關領域的研究提供了新視角和思路。;This study aims to explore the necessity and challenges of implementing Customer Relationship Management (CRM) systems in the information services industry, with a case study analysis of H Company. In the information services sector, CRM is not only crucial for enhancing customer satisfaction and loyalty but also key to boosting corporate revenue and competitive edge. However, the customer management issues faced by project-oriented information services are unique, including challenges in managing customer data, handling sales (or potential) cases, and customer service and support, all of which significantly impact long-term business development.
Through a case study of H Company, this thesis comprehensively analyzes the CRM challenges encountered without systematic management, including inconsistencies in customer data maintenance, customer loss due to individual or team departures, and difficulties in collecting customer feedback. These issues not only affect the relationship between the company and its customers but also limit business expansion and growth.
To address these issues, this study proposes the necessity of introducing a CRM system and analyzes the CRM functionalities suitable for the information services industry based on the actual needs and corporate strategy of H Company. These functionalities include managing business activities, potential case management (Pipeline), and unified management of customer data, aimed at enhancing customer satisfaction and loyalty through systematic management, thereby improving the overall operational efficiency of the company.
Finally, this thesis emphasizes the importance of implementing CRM systems in the information services industry and highlights the key factors for successful CRM implementation, including business process reengineering, staff education, and customization of system features. Through case analysis, this study not only provides a reference for implementing CRM systems in the information services industry but also offers new perspectives and ideas for research in related fields. |
