雖然企業投入大量的金錢與資源在資訊化建設，但主要著眼於成本降低及業務的銷售，較少著眼於銷售/售後服務/品質與研發之訊息串連。企業管理層發現，唯有在每個客戶關係的接口上，更加整合與統一他們對待客戶(服務)，才能持續追求可獲利的組織成長及競爭差異化，進而加強管理提高營運效率及提高面對市場變化的反應速度。客戶關係管理系統 (Customer Relationship Management, CRM) 充份整合了企業資源規劃系統 (Enterprise Resource Planning, ERP) ，由前端行銷(Marketing) 、銷售(Sales)至服務(Service)與ERP的緊密相結合，不但減少了資料重複輸入並能將整體環節串連。
從2008由美國吹起一陣無比強勁的金融風暴，在印度的DIEP公司營運也相對不支倒地，淨利出現從所未有的『大紅字』，這時人心徨徨，士氣低靡，要如何帶領團對重新找回新利基，這是責任也是義務，開始從上到下通盤的檢討及思考公司的定位，如何能在這險峻的環境下求得生存，經內部的反覆檢討與討論意識到，自由品牌的重點主要不僅在於「如何提供優質客戶體驗而發展出企業新願景」。要驅動企業真正的轉型必須由紙上談兵轉為實際運作。DIEP公司開始進行所謂「服務」的方式來因應環境改變，更能進一步瞭解其創造公司利潤的是那一類型的客戶，又如何去善用各項行銷服務來增加這些有價值客戶接觸的機會，以便用最適切成本帶出最高的收益。
本論文採用哈佛式個案撰寫法，包含個案本文及教師參考手冊兩部份，教師手冊針對個案中的討論內容，包括企業的競爭策略、通路的管理模式、CRM的IT架構、CRM引進模式等議題，分別就文獻學說及個案分析做整理，以期達到應用理論內涵，並體驗實務情境之目的。

In the past, Enterprise invested hug amount and resources in IT infrastructure; mostly they were focus on cost reduction and how to improve sales revenue. They were quite less concentrate on information integration of Sales/After Service/Quality and R&D. In this time, the management team discovery that we have to focus on customer relationship and provide the particularly services for customer, then we could have chance to increase revenue and improve market sharing. CRM (Customer Relationship Management) is fully integrated with ERP (Enterprise Resource Planning) from Marketing, Sales until Services. It’s also reducing hard work of data input.

In 2008, the financial crisis of US has impacted to worldwide economy and has big impact to DIEP also. The Net-Profit has rapid decline lower than zero. All people are no secure job during this time. The VP of DIEP thought how to lead team to find the way for the future. It’s my duty and responsibility. He works with team and they found out their position and focus. At the end, we have to provide particularly service to particularly customer and develop the new vision of enterprise. We have to really work out rather than make the policy on the paper. DIEP starts “Service” to suppose the environment change. We have to know who value customers are in order to provide more customize service to them. We’ll get more contributions from value customer.

This thesis uses the Harvard case teaching which includes cases and teacher reference manual in two parts. The teacher's guide includes CRM Model, Competitive Strategies of enterprises, Business Process Re-engineering and the Channel Management based on literature theory and the case analysis. This thesis expects to achieve the application theory and experiences interaction. It also gives a chance to learn the really practice case in industry.

中文參考文獻
• 高淑清(2008)，質性研究的18堂課 (首航初探之旅) ，高雄市:麗文文化事業
• 高淑清(2008)，質性研究的18堂課 (揚帆再訪之旅) ，高雄市:麗文文化事業
• 蔡玉青(2011) ，進入新競局之印度行動電話服務市場，MIC研究報告
• 劉復苓，邱天欣(2003) ，CRM關鍵32堂課：Accenture管理顧問大師開講教你做好客戶關係管理，美商麥格羅•希爾
• 戴至中（譯）（2002），Stephen M.Shapiro 著，創新：變動年代的企業求生與致勝藍圖（Innovation: A Blueprint for Surviving and Thriving in anAge of Change），台北市：美商麥格羅•希爾。
• 陳瑞順/蔡永順 (2004) ，資訊管理：企業資訊系統管理與個案分析，台北市：貝塔/智勝
• 蕭振農 (2003) ，探討壽險業客戶關系管理的策略與運作流程，碩士論文，國立中山大學，2003年6月。

英文參考文獻
• Dr.T.S Devaraja (2012), “An Evaluation of Customer Relationship Management”, Post Graduate Centre University of Mysore Hassan, India, pp. 25-27
• Franka Piskar/ Armand Faganel (2009), “A Successful CRM Implementation Project in as Service Company: Case Study”, Research papers Volume 42, pp. 200-203
• Abdelbasit Yousif Abdelmagid (2006), “Appraisal Process Modeling Using IDEF0 Method: Case Study of Sudanese Real Estate Bank”, Master of Science Thesis No. (342), pp.64-80
• Jens Berfenfeldt (2010), “Customer Relationship Management”, Master’s Thesis, pp. 17-25