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Study on Architecture-Oriented Customer Relationship Management Model

Since recent financial crisis triggered world economy recession, most of the corporations are facing financial downturn. To survive in the recession, some measurements are taken to increase revenue and reduce expense. Customer Relationship Management (CRM) is one of those measurements which are used by corporation managers to enhance business operations and retain old customers.
In Lee¡¦s research, 70% corporations adopting CRM failed. Introducing a system into business operation is not the only key point; customer-centered corporation culture and structure are some other key points. Successful CRM operation coordinates CRM strategy, organization, process, tool and final evaluation to support services continuously. This study focuses on constructing an acceptable CRM model to minimize the investments of time, money and man power when adopting CRM, and reduce the possibility of failure.
In this study, we follow Enterprise Architecture (EA) theory and use the Structure-Behavior Coalescence Architecture Description Language (SBC-ADL) as a tool to create the architecture-oriented CRM model (AOCRMM). SBC-ADL integrates the views of structure, behavior and others, so that it integrates organizational structures and organizational behaviors into a single model. Comparing to traditional CRM models which organizational structures and organizational behaviors are separated, the AOCRMM provides a more holistic way, than traditional CRM models, to describe how the CRM operates.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0106111-114447
Date06 January 2011
CreatorsLan, Lan
ContributorsRoyal Lee, Te-Min Chang, E. R. Chuang, William S. Chao
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0106111-114447
Rightsunrestricted, Copyright information available at source archive

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