Understanding the Market-orientation Effects of CRM on the Organizational Processes

Abstract

為了了解CRM(Customer Relationship Management)對於組織行為及流程的影響，透過文獻探討及內容分析，本研究發展一個CRM的架構，此架構影響範圍包含工作實務、價值鍊流程以及組織績效。本研究接著針對五間台灣的金控公司進行個案研究以測試此架構的論點及CRM使用上的內涵。\n本研究主要發現是不同的CRM使用類型會有不同組織文化及流程上的影響。利用CRM來服務顧客的公司，在服務顧客的流程上，會受到明顯的文化改變。利用CRM來服務及保留顧客的公司，在所有顧客價值創造活動相關的領域上都會有顯注的文化及流程改變。利用CRM當作基礎建設來服務、保留及開發顧客的公司，組織早已發展市場導向的實務，因此文化及流程的改變程度較小。CRM使用上最主要的挑戰就是去了解不同類型的CRM使用、CRM對於組織行為與文化可能的影響、以及針對不同CRM使用需要哪些適當的管理活動。\n透過個案間分析，本研究發現三種不同的CRM使用類型，此三類型為：工具(Facility)、分析(Analytical)、以及基礎建設(Infrastructure)。他們各自有不同的管理重點及組織文化與流程的影響。工具型組織在服務顧客相關流程上有提高生產力的傾向。分析型組織在顧客保留及交叉銷售上，將獲得較多利益。對於基礎建設型組織而言，早已市場導向的流程將大大提升組織在顧客服務上的精準性及彈性。\n本研究透過個案研究以整合CRM使用的發現，並且針對CRM的管理提出有用的建議。CRM使用對於市場導向影響的發現以及三種類型的CRM使用可清楚闡明對於CRM使用的了解，當未來有研究著力於不同市場上CRM的潛力，本研究也提供一個基礎。期望CRM使用的管理者可得利於本研究提出的觀點，並且能針對CRM使用提出適當的管理計畫。

To build an understanding of the impacts of Customer Relationship Management (CRM) on organizational behaviors and processes this study strives to develop a model of CRM effects on work practice, value-creation processes and organizational performance through iterative literature review and content analysis. The study then applied multiple case studies on five financial holding companies in Taiwan to test the propositions and build insights of the CRM use.\nMajor finding is that different types of CRM use can have different impact on the organizational culture and processes. Companies use CRM for serving customers experience cultural change in the area of customer service processes while companies use CRM for serving and retaining customers experience further cultural and process changes in all areas relating to customer value generation activities. For companies that use CRM as an infrastructure for serving, retaining and inventing customers, low cultural and process changes are noted due to the already-built market-orientation practice. The most critical challenge of CRM use is to understand the type of CRM use, the possible effects of CRM on both organizational behavior and processes, and the appropriate management initiatives for best use of the CRM system.\nThrough the cross case analysis three types of CRM use are identified. The three types of CRM use are: facility, analytical and infrastructure. They each have different management focuses and effects on organizational culture and processes. Organizations of the facility type of CRM use tend to gain productivity benefits in customer service while companies of the analytical use of CRM gain more benefits in customer retention and cross selling. For companies of the infrastructural use of CRM the established market-oriented processes can contribute greatly to the precision and flexibility of customer services.\nThis research consolidates findings of CRM use from cases studied and proposes useful recommendations on the management of CRM. Findings of CRM effects on market-orientation and the three types of CRM use clarify general understandings of CRM use and provide a base for enhanced understanding of the potential of CRM in different market situations. It is hoped that managers of CRM can benefit from the insights presented and be able to implement proper management plan of CRM use.