| dc.description.abstract | 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. | en_US |