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Author: 吳育錞
Yu-Chun Wu
Thesis Title: 導入顧客關係管理專案產生的組織風暴 –如何從抗拒到共識
Organizational Storms Generated by Implementing Customer Relationship Management Project – How to Change from Resistance to Consensus
Advisor: 鄭仁偉
Jen-Wei Cheng
Committee: 陳俊男
Chun-Nan Chen
呂志豪
Shih-Hao Lu
Degree: 碩士
Master
Department: 管理學院 - 企業管理系
Department of Business Administration
Thesis Publication Year: 2022
Graduation Academic Year: 110
Language: 中文
Pages: 54
Keywords (in Chinese): 組織變革專案管理平衡計分卡關鍵績效指標策略管理
Keywords (in other languages): organizational change, project management, balanced scorecard, key performance indicators, strategic management
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  • 臺灣汽車市場百家爭鳴,要如何透過顧客關係管理(Customer Relationship Management; CRM) 持續拓展/延伸顧客生命週期,是企業永續經營的重要關鍵。本個案論文公司於2014年進軍臺灣汽車市場,隨著品牌識別全新進化及車款不斷推陳出新,至2021年已成為臺灣新車銷售成長率最高的品牌,因此個案公司於2021年設立CRM部門,期透過 CRM 將「行銷、銷售、售服」等各部門有效串連,以提供客戶全方位「售前、售中、售後」優質服務體驗。
    一般談到顧客關係管理,最先想到的是顧客滿意度及客訴處理。只要交易當下客戶給予10分滿意,或是將客服中心對應能力提升就可以高枕無憂。如今,企業要和顧客建立全方位、有價值的關係,顧客關係管理的責任就落到包含前線、後勤甚至行政單位的身上。顧客關係管理的重責大任已經移轉到企業每一個部門、每一位員工。
    本論文以哈佛式個案撰寫,內容包括個案的本文和教師教學指引手冊兩個部分。透過教師引導,依個案的發展,帶領學員探討:CRM在汽車業之發展應用;推動CRM的關鍵成敗;如何有效組織部門的水平協作成果,而非個別部門的垂直分工與績效;如何衡量 CRM 推動成效。期望本個案論文可做企業推動 CRM 經營管理參考。


    The competition in Taiwan's automobile market is fierce. How to continuously expand/extend the customer life cycle through CRM (Customer Relationship Management) is an important key to the sustainable operation of enterprises. This case company entered the Taiwan auto market in 2014. With the new evolution of brand recognition and the continuous innovation of car models, it has become the brand with the highest growth rate of new car sales in Taiwan by 2021. Therefore, the case company will set up a CRM department in 2021. CRM effectively connects various departments such as "marketing, sales, and service" to provide customers with a comprehensive "pre-sale, in-sale, and after-sale" high-quality service experience.

    When it comes to customer relationship management, the first thing that comes to mind is customer satisfaction and customer complaint handling. As long as the transaction is completed, the customer score is full, or the corresponding capacity of the customer service center is improved, and you can sit back and relax. Nowadays, enterprises want to establish a comprehensive and valuable relationship with customers, and the responsibility of customer relationship management falls on the front line, logistics and even administrative units. The responsibility of customer relationship management has been transferred to every department and every employee of the enterprise.

    This dissertation is written with a Harvard-style case, and the content includes two parts: the case's text and the teacher's instruction manual. Guided by teachers and based on the development of individual cases, students will be led to discuss: the development and application of CRM in the automotive industry; the key success or failure of promoting CRM; how to effectively organize the results of horizontal collaboration of departments, rather than the vertical division of labor and performance of individual departments; how to measure the promotion of CRM effectiveness. It is expected that this case paper can be used as a reference for enterprises to promote CRM management.

    摘要 I ABSTRACT II 誌謝 III 目錄 IV 圖目錄 VI 表目錄 VIII 壹、 個案本文 1 一、 開場白 1 二、 產業背景 2 (一) 臺灣汽車市場銷售概況 2 (二) 臺灣汽車市場品牌、結構概況 3 三、 個案公司背景 4 (一) 個案公司簡介 4 (二) 個案公司銷售狀況 5 (三) 個案公司組織架構 6 四、 個案公司面臨的挑戰 9 (一) 球員兼裁判 9 (二) 存在的意義 10 (三) 不擇手段的滿意 11 (四) 天外飛來一筆 11 (五) 權力的移轉 12 (六) 同心不協力 13 貳、 教學指引 15 一、 個案總覽 15 (一) 個案分析層次 16 (二) 教學目標與適用課程 16 (三) 學生課前準備及討論問題 17 (四) 個案人物介紹 18 二、 個案分析 18 (一) 教學目標一:CRM 概述 18 (二) 教學目標二:變革八步驟 23 (三) 教學目標三:策略管理 25 (四) 教學目標四:專案管理 29 三、 個案總結 33 四、 教學建議 34 五、 板書規劃 35 參考文獻 43

    1. John P. Kotter, Dan S. Cohen(2003)。引爆變革之心(潘東傑譯)。臺北市:天下文化。
    2. Robert S. Kaplan, David P. Norton(2013)。策略地圖(陳正平譯:初版)。臺北市:臉譜。
    3. Robert S. Kaplan, David P. Norton(2013)。策略地圖:串聯組織策略從形成到徹底實施的動態管理工具(陳正平譯:初版)。臺北市:臉譜。
    4. Robert S. Kaplan, David P. Norton(2013)。策略校準:應用平衡計分卡創造組織最佳綜效(高子梅、何霖譯:初版)。臺北市:臉譜。
    5. 吳安妮(2018)。策略形成及執行:以BSC為核心,為企業創造「利」與「力」。臺北市:臉譜。
    6. 林傑斌、張太平、林清源(2009)。CRM客戶關係管理理論. 設計與應用實務。臺北市:文魁資訊。
    7. 劉文良(2017)。顧客關係管理:新時代的決勝關鍵(四版)。臺北市:碁峰。

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    Full text public date 2032/08/16 (Internet public)
    Full text public date 2032/08/16 (National library)
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