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題名 What should financial companies know before implementing customer-oriented personalization
金融業在設計顧客導向個人化前應有之認知作者 林嘉宇
Lin, Chia-yu (Michelle)貢獻者 管郁君
Eugenia Huang
林嘉宇
Lin, Chia-yu (Michelle)關鍵詞 個人化
客製化
顧客關係管理
金融
銀行
Personalization
Customization
CRM
Financial services
Banking日期 2002 上傳時間 18-Sep-2009 14:24:25 (UTC+8) 摘要 在目前競爭激烈的商業環境中，個人化服務逐漸受到重視，並被公司視為增加競爭力的利器。此篇論文首先釐清個人化與客製化之間的關係，再將個人化相關的應用、技術及設計方法做一個基礎性的探討。由於 “顧客” 是個人化的重心，此研究以三階段的Delphi研究方法探究哪些因素會影響顧客對於個人化服務的評價。許多個人化相關的研究是以公司的角度為出發點，但此研究則是以顧客的觀點來看台灣金融業的個人化服務。研究的兩個重點為：(1) 顧客對於台灣金融業目前的個人化服務評價為何？(2)台灣金融業在個人化服務方面最需要改進的部份為何？研究結果顯示，顧客是以一個cost-benefit viewpoint來評量企業所提供的個人化服務。對顧客而言，costs包括隱私上的損失及推銷和廣告所可能帶來的困擾。而benefits的主要來源則是好又準確的個人化服務。針對金融業來說，好又準確的個人化服務便是對個人需求經過精確的量身訂做後的資訊，在最適當的時間、地點以適當的管道提供給顧客。研究結果也顯示，目前台灣金融業的個人化服務仍需要很大的努力與改進。此研究也整理出三個建議：(1)在個人化的過程中給顧客更多的掌控權；(2)尊重顧客的隱私權；(3)提供真正量身訂做的個人化服務，而不是把個人化當作推銷的藉口。
Personalization is gaining increasing popularity among enterprises that strive to win a competitive edge by knowing and serving their customers better. This paper begins with an examination of the interdependency and inseparability between personalization and customization. An overview of personalization applications, technologies, and design techniques is then presented.As `customer` is the theme of personalization, criteria that affect customers` acceptance and evaluation of personalization initiatives are then explored using a 3-stage Delphi method. Differed from many researches that examine personalization through the corporate / implementer`s lenses, this study looks at personalization practices in Taiwan`s financial industry – from a customer perspective. For such purpose, a financial personalization model is constructed from a customer standpoint. Two main questions to explore are: (1) how well do customers think personalization is being implemented in Taiwan`s financial industry, and (2) which areas are in desperate need for improvements.Research results reveal that customers evaluate personalization efforts from a cost-benefit viewpoint. Potential costs include concession in privacy and concerns of possible promotion annoyance. On the other end of the scale, the main source of benefits is good and accurate personalization. In the case of financial industry, good personalization means precisely tailored information delivered at the right time and place.Unfortunately, the research also shows that currently the costs outweigh the benefits. Three suggestions are proposed: (1) give customers more control in the personalization process, (2) respect customers’ privacy, and (3) offer customers truly tailored information instead of an excuse to annoy customers with unwanted promotions.參考文獻 REFERENCES
Allen, C., “Personalization vs. Customization,” Allen.Com, http://www.allen.com/cgi-bin/gt/tpl_page.html,template=1&content=26&nav1=1&
ABA Bank Marketing, “A new way of segmenting customers,” ABA Bank Marketing, Vol. 34, Iss. 8, Oct 2002, p. 40
Berg, T., Janowski W., and Sarner, A., “Personalization: customer value beyond the web,” Gartner, 10 Sep 2001.
Bernstein, M. and Claps, C., “Web personalization – possibilities, problems, and pitfalls,” Gartner, 17, Sep 1999.
Best’s Review, “Customers want less data, more value, observer says,” Best’s Review, Vol. 101, Iss. 12, pp.18.
Bodie, Z., Kane, A., and Marcus, A.J., Perrakis, S., Ryan, P.J., Investments, 3rd Canadian edition (Tronoto: McGraw-Hill Ryerson Limited, 2000): pp. 27-56.
Bookbinder, J.H., Imada, S.J., Lynch, M., “The future of logistics in Canada: A Delphi-based forecast,” Logistics & Transportation Review, Vol.30, Iss.1, pp.95-112.
Brown, S. A., Customer Relationship Management: A Strategic Imperative in the World of e-Business, (Ontario: John Wiley & Sons Canada, Ltd., 2000): pp. 24-27.
Bruno, M. “At last, banks get top marks,” U.S. Banker, Vol. 111, Iss. 2, Feb 2001, p. 22.
Cingil, I. and Dogac, A., “A broader approach to personalization,” Communications of the ACM, Vol. 43, Iss. 8, Aug 2000, pp. 136-142
Ciolli, R. and Giltner, R., “Rx for segmentation,” Banking Strategies, Vol. 75, Iss. 6, Nov/Dec 1999, pp. 43-50.
Clarke, S., “How to apply IT to CRM projects.” Marketing, Jan 25, 2001, p. 35
Colkin, E., “Personalization tools dig deeper,” Information Week, Iss. 852, Aug 27, 2001, pp. 49-50
Coner, A., “Personalization and customization in financial portals,” Journal of American Academy of Business, Vol. 2, Iss. 2, Mar 2003, pp. 498-504.
Cooley, R., Mobasher, B., and Srivastava, J., “Automatic personalization based on Web usage mining,” Communications of the ACM, Vol. 43, Iss. 8, Aug 2000, pp. 142-152.
Dalton, Gregory, “Personalizing online data raises privacy concern,” InformationWeek, Iss. 686, p.40.
Delbecq, A.L., Gustafsson, D.H., Van de Van, A.H., Group Techniques for Program Planning: A Guide to Nominal Group and Delphi Processes (Scott-Foreman and Co., Glenview, Illinois. USA, 1975).
Drucker, P. F., Managing in the next society (New York: St. Martin’s Press, 2002).
Famulla, R., “Centering on Service,” Banking Strategies, Vol. 75, Iss. 6, Nov/Dec 1999, pp. 98-106
Fruin, J., “What is CRM?” Infotech Update, Iss. 2, Mar/Apr 2001, pp.5-6.
Green, P. L., Johnson, M., and Williams, A. “The world’s best banks 2002,” Global Finance, Vol. 16, Iss. 9, Oct 2002, pp. 24-48.
Grzywacz G., Jacques, P.,”Banking on middle America,” LIMRA`s MarketFacts Quarterly, Vol. 21, Iss. 3, Summer 2002, pp. 110-115.
Harney, J., “The value of personalization in customer management,” E-Doc, Vol. 16, Iss. 2, May/Apr 2002, pp. 24-26.
Helle, M.R.,Reijonwn, M.,Mannermaa, J.P., “Using a Delphi survey to assess the value of pharmaceutical process validation part 1: Survey methodology,”
Pharmaceutical Technology Europe, Apr 2003, Vol.15, Iss. 4, pp. 43
Janowski, W., Sarner, A., “Personalization: Process vs. Technology,” Gartner, 27 Feb. 2001.
Jensen, R.E., Xiao, J.Z., “Customized financial reporting, networked databases, and distributed file sharing,” Accounting Horizons, Vol. 15, Iss. 3, pp.209-222
Jiang, P., “Customization value in the electronic marketplace,” PhD dissertation, Southern Illinois University at Carbondale, 2002.
Kambil, A. and Nunes, P.F., “Personalization? No thanks,” Harvard Business Review, Vol. 79, Iss. 4, Apr 2001: pp. 32-34.
Kemp, T., “Personalization isn’t a product – new emphasis on biz processes,” Internet Week, Iss. 864, Jun 4, 2001: pp. 52
King, M., Linden, A., MacMillan, D., Sarner, A., “Wireless web data services: personalize or perish,” Gartner, 20 March, 2001.
Klinkerman, S. “Segmentation’s Elusive Payoff,” Banking Strategies, Vol. 77, Iss. 1, Jan/Feb 2001, p. 56.
Kramer, J., Noronha, S., Vergo, J., “A user-centered design approach to personalization,” Communications of the ACM, Vol. 43, Iss. 8, Aug 2000, pp. 44-49
Landolt, S. C., “Preemptive service,” Credit Union Management, Vol. 25, Iss. 6, Jun 2002, pp. 26-30
Linden, A., “Where should web-usage mining and personalization stop?” Gartner, 29 Nov 2002.
Levinson, M., “Getting to know you,” CIO Magazines, Vol. 15, Iss. 9, Feb 15, 2002, p. 76.
Maoz, M., “Personalization Strategies are critical to reassure wary customers,” Gartner, 4 Oct 2001.
Malhotra, P, “More Bankers Expressing A Distaste for CRM Concept,” American Banker, Vol. 167, Iss. 185, Sep 26, 2002, p.12.
Middlemiss, J., “IT challenges,” Wall Street & Technology, Mar 2003, p.45.
New York Times, “Think Rich, Vote Rich, Get Rich” Late Edition (East Coast) New York, N.Y.: Jan 15, 2003, Section A, p. 20.
Personalization Consortium, “Survey finds few consumers unwilling to provide personal information to web marketers in exchange for better services,” Personalization consortium, http://www.personalization.org/, April 5, 2000.
Reichheld, F. F., Rigby, D. K., Schefter, P., “Avoid the four perils of CRM,” Harvard Business Review, Vol. 80, Iss. 2, Feb. 2002, pp. 101-109.
Rice, V., “Online banking: the new deal,” PC Week, Vol. 16, Iss. 45, Nov 8, 1999, p. 59.
Riecken, D., “Personalized views of personalization,” Communications of the ACM, Vol. 43, Iss. 8, Aug 2000, pp. 26-29.
Riecken, R.C., Wells, N., Wolfers, J., “Finance with a personalized touch,” Communications of the ACM, Vol. 43, Iss. 8, Aug 2000, pp. 31-34..
SAS, Implementing the Customer Relationship Management Foundation – Analytical CRM, 2000.
Saunders, L., “Follow the Money,” Forbes, Vol. 150, Iss. 10, Oct 26, 1992, pp. 138.
Schneider, I., “Getting to know you,” Bank Systems & Technology, Vol. 38, Iss. 10, Oct 2001, pp. 20-24.
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Stoneman, B., “Mixed signals,” Banking Strategies, Vol. 75, Iss. 6, Nov/Dec 1999, pp. 33-40.
Trotsky, J., “One and done,” Banking Strategies, Vol. 75, Iss. 6, Nov/Dec 1999, pp. 16-22.
方琇怡, “金控公司資訊整合-幫你賺錢還是賺你的錢？” TechVantage, Iss. 23 November 2002, pp. 40-49.描述 碩士
國立政治大學
資訊管理研究所
90356041
91資料來源 http://thesis.lib.nccu.edu.tw/record/#G0090356041 資料類型 thesis dc.contributor.advisor 管郁君 zh_TW dc.contributor.advisor Eugenia Huang en_US dc.contributor.author (Authors) 林嘉宇 zh_TW dc.contributor.author (Authors) Lin, Chia-yu (Michelle) en_US dc.creator (作者) 林嘉宇 zh_TW dc.creator (作者) Lin, Chia-yu (Michelle) en_US dc.date (日期) 2002 en_US dc.date.accessioned 18-Sep-2009 14:24:25 (UTC+8) - dc.date.available 18-Sep-2009 14:24:25 (UTC+8) - dc.date.issued (上傳時間) 18-Sep-2009 14:24:25 (UTC+8) - dc.identifier (Other Identifiers) G0090356041 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35193 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理研究所 zh_TW dc.description (描述) 90356041 zh_TW dc.description (描述) 91 zh_TW dc.description.abstract (摘要) 在目前競爭激烈的商業環境中，個人化服務逐漸受到重視，並被公司視為增加競爭力的利器。此篇論文首先釐清個人化與客製化之間的關係，再將個人化相關的應用、技術及設計方法做一個基礎性的探討。由於 “顧客” 是個人化的重心，此研究以三階段的Delphi研究方法探究哪些因素會影響顧客對於個人化服務的評價。許多個人化相關的研究是以公司的角度為出發點，但此研究則是以顧客的觀點來看台灣金融業的個人化服務。研究的兩個重點為：(1) 顧客對於台灣金融業目前的個人化服務評價為何？(2)台灣金融業在個人化服務方面最需要改進的部份為何？研究結果顯示，顧客是以一個cost-benefit viewpoint來評量企業所提供的個人化服務。對顧客而言，costs包括隱私上的損失及推銷和廣告所可能帶來的困擾。而benefits的主要來源則是好又準確的個人化服務。針對金融業來說，好又準確的個人化服務便是對個人需求經過精確的量身訂做後的資訊，在最適當的時間、地點以適當的管道提供給顧客。研究結果也顯示，目前台灣金融業的個人化服務仍需要很大的努力與改進。此研究也整理出三個建議：(1)在個人化的過程中給顧客更多的掌控權；(2)尊重顧客的隱私權；(3)提供真正量身訂做的個人化服務，而不是把個人化當作推銷的藉口。 zh_TW dc.description.abstract (摘要) Personalization is gaining increasing popularity among enterprises that strive to win a competitive edge by knowing and serving their customers better. This paper begins with an examination of the interdependency and inseparability between personalization and customization. An overview of personalization applications, technologies, and design techniques is then presented.As `customer` is the theme of personalization, criteria that affect customers` acceptance and evaluation of personalization initiatives are then explored using a 3-stage Delphi method. Differed from many researches that examine personalization through the corporate / implementer`s lenses, this study looks at personalization practices in Taiwan`s financial industry – from a customer perspective. For such purpose, a financial personalization model is constructed from a customer standpoint. Two main questions to explore are: (1) how well do customers think personalization is being implemented in Taiwan`s financial industry, and (2) which areas are in desperate need for improvements.Research results reveal that customers evaluate personalization efforts from a cost-benefit viewpoint. Potential costs include concession in privacy and concerns of possible promotion annoyance. On the other end of the scale, the main source of benefits is good and accurate personalization. In the case of financial industry, good personalization means precisely tailored information delivered at the right time and place.Unfortunately, the research also shows that currently the costs outweigh the benefits. Three suggestions are proposed: (1) give customers more control in the personalization process, (2) respect customers’ privacy, and (3) offer customers truly tailored information instead of an excuse to annoy customers with unwanted promotions. en_US dc.description.tableofcontents CONTENTSChapter 1. Introduction...1Chapter 2. Literature Review2.1. What Is Personalization?...52.2. Personalization versus Customization...82.2.1. Personalization and Customization Complement Each Other...102.3. Possible Applications of Personalization...142.4. Technologies Used to Apply Personalization...162.4.1. How Can IT Help?...172.5. Design for Personalization...242.5.1. Technique to Assist Personalization Design – Goal Decomposition Graphs...252.5.2. Customer Segmentation in the Financial Industry...272.6. Creating a Good Personalization Strategy...32Chapter 3. Proposed Conceptual Model – Elements in a Personalization Strategy of the Financial Industry3.1. Personalization in the Financial Industry...343.2 Taiwan’s Financial Industry and Its Needs for Personalization...353.3 Issues that should precede technologies – framework formation ...36Chapter 4. Research Method4.1. The Delphi Research Method...434.2 Panelist Selection...444.3. Limitations...45Chapter 5. Findings5.1. Round One Findings...465.2. Round Two Findings...525.3. Round Three Findings...57Chapter 6. Observations6.1. Revisions of Original Model...586.1.1. Information is the Core...586.1.2. A Cost-Benefit Viewpoint...59Chapter 7. Conclusions7.1. Suggested Action Items...637.1.1 Actions items for the cost-reducing side...647.1.2 Actions items for the benefit-enhancing side...647.2 Suggestions for Future Research...67References...68FIGURESFigure 1:The continuum from standardization to personalization...7Figure 2:Conceptual diagram of how personalization works and the interdependency between personalization and customization...13Figure 3:Goal and task analysis...25Figure 4:One trigger sparks different goals...25Figure 5:Different triggers spark same goal...25Figure 6:Different methods to achieve the same goal...25Figure 7:Goal decomposition graph from a one-goal perspective...26Figure 8:Goal decomposition graph from a one-trigger perspective...26Figure 9:Deriving customer needs from goal decomposition graph...27Figure 10:Top criteria for customer segmentation at major financial institutions worldwide...28Figure 11:What do customers see in financial personalization...42Figure 12:The Cost-benefit viewpoint...60Figure 13:Current situation – the cost-benefit imbalance...61 zh_TW dc.format.extent 52475 bytes - dc.format.extent 56628 bytes - dc.format.extent 61003 bytes - dc.format.extent 61555 bytes - dc.format.extent 66943 bytes - dc.format.extent 255771 bytes - dc.format.extent 97584 bytes - dc.format.extent 62662 bytes - dc.format.extent 118154 bytes - dc.format.extent 82556 bytes - dc.format.extent 75298 bytes - dc.format.extent 84026 bytes - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0090356041 en_US dc.subject (關鍵詞) 個人化 zh_TW dc.subject (關鍵詞) 客製化 zh_TW dc.subject (關鍵詞) 顧客關係管理 zh_TW dc.subject (關鍵詞) 金融 zh_TW dc.subject (關鍵詞) 銀行 zh_TW dc.subject (關鍵詞) Personalization en_US dc.subject (關鍵詞) Customization en_US dc.subject (關鍵詞) CRM en_US dc.subject (關鍵詞) Financial services en_US dc.subject (關鍵詞) Banking en_US dc.title (題名) What should financial companies know before implementing customer-oriented personalization zh_TW dc.title (題名) 金融業在設計顧客導向個人化前應有之認知 zh_TW dc.type (資料類型) thesis en dc.relation.reference (參考文獻) REFERENCES zh_TW dc.relation.reference (參考文獻) Allen, C., “Personalization vs. Customization,” Allen.Com, http://www.allen.com/cgi-bin/gt/tpl_page.html,template=1&content=26&nav1=1& zh_TW dc.relation.reference (參考文獻) ABA Bank Marketing, “A new way of segmenting customers,” ABA Bank Marketing, Vol. 34, Iss. 8, Oct 2002, p. 40 zh_TW dc.relation.reference (參考文獻) Berg, T., Janowski W., and Sarner, A., “Personalization: customer value beyond the web,” Gartner, 10 Sep 2001. zh_TW dc.relation.reference (參考文獻) Bernstein, M. and Claps, C., “Web personalization – possibilities, problems, and pitfalls,” Gartner, 17, Sep 1999. zh_TW dc.relation.reference (參考文獻) Best’s Review, “Customers want less data, more value, observer says,” Best’s Review, Vol. 101, Iss. 12, pp.18. zh_TW dc.relation.reference (參考文獻) Bodie, Z., Kane, A., and Marcus, A.J., Perrakis, S., Ryan, P.J., Investments, 3rd Canadian edition (Tronoto: McGraw-Hill Ryerson Limited, 2000): pp. 27-56. zh_TW dc.relation.reference (參考文獻) Bookbinder, J.H., Imada, S.J., Lynch, M., “The future of logistics in Canada: A Delphi-based forecast,” Logistics & Transportation Review, Vol.30, Iss.1, pp.95-112. zh_TW dc.relation.reference (參考文獻) Brown, S. A., Customer Relationship Management: A Strategic Imperative in the World of e-Business, (Ontario: John Wiley & Sons Canada, Ltd., 2000): pp. 24-27. zh_TW dc.relation.reference (參考文獻) Bruno, M. “At last, banks get top marks,” U.S. Banker, Vol. 111, Iss. 2, Feb 2001, p. 22. zh_TW dc.relation.reference (參考文獻) Cingil, I. and Dogac, A., “A broader approach to personalization,” Communications of the ACM, Vol. 43, Iss. 8, Aug 2000, pp. 136-142 zh_TW dc.relation.reference (參考文獻) Ciolli, R. and Giltner, R., “Rx for segmentation,” Banking Strategies, Vol. 75, Iss. 6, Nov/Dec 1999, pp. 43-50. zh_TW dc.relation.reference (參考文獻) Clarke, S., “How to apply IT to CRM projects.” Marketing, Jan 25, 2001, p. 35 zh_TW dc.relation.reference (參考文獻) Colkin, E., “Personalization tools dig deeper,” Information Week, Iss. 852, Aug 27, 2001, pp. 49-50 zh_TW dc.relation.reference (參考文獻) Coner, A., “Personalization and customization in financial portals,” Journal of American Academy of Business, Vol. 2, Iss. 2, Mar 2003, pp. 498-504. zh_TW dc.relation.reference (參考文獻) Cooley, R., Mobasher, B., and Srivastava, J., “Automatic personalization based on Web usage mining,” Communications of the ACM, Vol. 43, Iss. 8, Aug 2000, pp. 142-152. zh_TW dc.relation.reference (參考文獻) Dalton, Gregory, “Personalizing online data raises privacy concern,” InformationWeek, Iss. 686, p.40. zh_TW dc.relation.reference (參考文獻) Delbecq, A.L., Gustafsson, D.H., Van de Van, A.H., Group Techniques for Program Planning: A Guide to Nominal Group and Delphi Processes (Scott-Foreman and Co., Glenview, Illinois. USA, 1975). zh_TW dc.relation.reference (參考文獻) Drucker, P. F., Managing in the next society (New York: St. Martin’s Press, 2002). zh_TW dc.relation.reference (參考文獻) Famulla, R., “Centering on Service,” Banking Strategies, Vol. 75, Iss. 6, Nov/Dec 1999, pp. 98-106 zh_TW dc.relation.reference (參考文獻) Fruin, J., “What is CRM?” Infotech Update, Iss. 2, Mar/Apr 2001, pp.5-6. zh_TW dc.relation.reference (參考文獻) Green, P. 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