台湾和越南船公司对於顾客关系管理之比较分析.ppt

Advising Professor: Yi Chih Yang, PH.D. Student: Nguyen Hoang Hai - Jimmy * National Kaohisung Marine University Department of Shipping and Transportation Management * Background of Research * Today, customers are more highly educated, under higher stress, more specialized, living longer, and more influenced by global culture than those of the 60s and 70s when our view of marketing was formed (Wilson, Daniel, McDonald, 2002). According to Schultz (2000) the practice of planning, creating, and managing customer relationships has nowadays become the heart of organizational strategy and the key to customer retention. According to Gefen and Ridings (2002), CRM can be divided into three different types: operational, analytical, and collaborative. Operational CRM, also known as front-office CRM, enables and streamlines communications and involves the areas where direct customer contact occurs, for example, a call center or e-mail promotion (Romano, 2003). * * Purpose of Research The purpose of this paper is to make a comparison on Customer Relationship Managements between Vietnam and Taiwan shipping companies Review the definition and current development of CRM in the Shipping industry sector. Figure out CRM assessment factors for the Shipping company. Comparative analysis the difference of CRM between Taiwan and Viet Nam Shipping Companies. * Definition of CRM “CRM is about managing customer knowledge to better understand and serve them. It is an umbrella concept that places the customer at the center of an organization. Customer service is an important component of CRM, however CRM is also concerned with coordinating customer relations across all business functions, points of interaction, and audiences” (Bose Sugamaran, 2003, p.4). Another idea from Dyché, 2001 who addresses “CRM is the infrastructure that enables the delineation of and increase in customer value, and the correct means by which to motivate valuable customers to remain loya