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研究生： Michal Furmánek
Michal Furmánek
論文名稱： Developing CRM System for NPO in the Czech Republic: an IT Artefact Perspective
Developing CRM System for NPO in the Czech Republic: an IT Artefact Perspective
指導教授： 周子銓
Tzu-Chuan Chou
口試委員: 朱宇倩
Yu-Qian Zhu
陳昭蓉
Jau-Rong Chen
學位類別： 碩士
Master
系所名稱： 管理學院 - 資訊管理系
Department of Information Management
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 66
中文關鍵詞： Customer Relationship Management 、Information Technology Artefacts 、Non-profit Organization
外文關鍵詞： Customer Relationship Management, Information Technology Artefacts, Non-profit Organization
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    • Many organizations decide to implement information systems to help them with the organizational agenda, activities or in communication with suppliers. During the system development, companies mostly focus on functions of future information system instead of focusing on real company problems. Not only the commercial companies but also the non-profit organizations have a lot of agenda and they face a lot of organizational problems. The non-profit organizations are searching for solutions how to effectively communicate with their donors or how to manage all incoming donations. The usage of information system can be the first step how to solve these issues. This research describes implementation of the customer relationship management system Salesforce in the non-profit organization in the Czech Republic. The system was developed by using four kinds of IT artefacts – construct, model, method and implementation. The implemented CRM system helps non-profit organization resolve the identified problems and reach the organization goals. This research focuses on the IT artefact perspective in the CRM system development and describes how the four kinds of IT artefacts can enhance the system development. The other non-profit organizations face similar problems as the non-profit organization described in this thesis. Therefore, this master thesis can be the reference for the organizations in the field of information system development with the usage of IT artefacts.

    Many organizations decide to implement information systems to help them with the organizational agenda, activities or in communication with suppliers. During the system development, companies mostly focus on functions of future information system instead of focusing on real company problems. Not only the commercial companies but also the non-profit organizations have a lot of agenda and they face a lot of organizational problems. The non-profit organizations are searching for solutions how to effectively communicate with their donors or how to manage all incoming donations. The usage of information system can be the first step how to solve these issues. This research describes implementation of the customer relationship management system Salesforce in the non-profit organization in the Czech Republic. The system was developed by using four kinds of IT artefacts – construct, model, method and implementation. The implemented CRM system helps non-profit organization resolve the identified problems and reach the organization goals. This research focuses on the IT artefact perspective in the CRM system development and describes how the four kinds of IT artefacts can enhance the system development. The other non-profit organizations face similar problems as the non-profit organization described in this thesis. Therefore, this master thesis can be the reference for the organizations in the field of information system development with the usage of IT artefacts.

    ABSTRACT I ACKNOWLEDGEMENT II TABLE OF CONTENTS III LIST OF FIGURES V LIST OF TABLES VI CHAPTER 1 INTRODUCTION 1 CHAPTER 2 LITERATURE REVIEW 4 2.1 System Development Methodology 4 2.1.4 SCRUM 8 2.2 Design Science 9 2.2.1 IT Artefact 10 2.2.2 Seven-dimensional IT Artefact Characteristics Framework 13 2.3 Customer Relationship Management (CRM) 15 2.4 CRM Salesforce 18 2.4.1 Sales Cloud 18 2.4.2 Service Cloud 19 2.4.3 Marketing Cloud 20 2.4.4 Analytics Cloud 20 2.4.5 Community Cloud 20 2.4.6 AppExchange 21 2.4.7 Mailchimp 21 2.4.8 Power of Us program 22 CHAPTER 3 RESEARCH METHOD 23 3.1 Case Study Research Method 23 3.2 Non-profit Organizations in the Czech Republic 23 CHAPTER 4 CASE DESCRIPTION AND ANALYSIS 25 4.1 Case Description 25 4.2 Construct Development Phase 27 4.2.1 Increase the Donor Lifetime and Activity 27 4.2.2 Gain the Deep Knowledge about Donor and NPO Partners 28 4.2.3 Increase the Level of Donation Management in the Organization 28 4.2.4 Establish Campaign Management with Donor Activity Tracking 29 4.2.5 Establish Communication Considering Current Donor Knowledge 30 4.2.6 Construct Development Phase Overview 31 4.3 Model Development Phase 32 4.3.1 Establishment of Model for Problem Domain 32 4.3.2 Describe the Main Role of System With Respect to Donor Value Creation 33 4.3.3 Design Processes to Ensure Smooth Adoption of CRM System 34 4.4 Method Development Phase 35 4.4.1 Link the Existing Donation Management Processes with System-Based Processes 35 4.4.2 Design Personalized Communication with the Intention of Donor Relationship Enhancement 37 4.4.3 Design New Pro-active Campaign Management Method with Connection to Donor Activities 38 4.5 Implementation Development Phase 40 4.5.1 Implementation of Fundraising Pack and Integration into CRM System 40 4.5.2 Design of Reports and Dashboards and its Usage as Main Analytical Tool 42 4.5.3 Integration of Email Marketing Tool to Increase Pro-activity to Donors 42 4.6 System Adaption 43 CHAPTER 5 CONCLUSION 45 REFERENCES 48 APPENDIX 1: DONOR CARD 53 APPENDIX 2: DONATION ANALYTICS 55 APPENDIX 3: CAMPAIGN LIST LAYOUT 56 APPENDIX 4: HOME PAGE 57

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