Study of the wireless/wire integration CRM Gateway for the effective application of Event CRM for small and medium sized enterprises

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• 作者：Seungjeong Yang ; Jongtae Rhee
• 关键词：Event CRM ; CRM ; Event management system ; e-CRM
• 刊名：Computers and Industrial Engineering
• 出版年：2009
• 出版时间：September 2009
• 年：2009
• 卷：57
• 期：2
• 页码：571-579
• 全文大小：503 K

文摘

The CRM System, which maximizes business profits by pursuing a continuous relationship with customers, is based on an analytical CRM that sets up a marketing strategy by analyzing customer information. However, thanks to the technological development of the Internet and mobile phones, customer contact is being carried out through a variety of channels. Yet currently, the needs of customers are not being addressed in a timely manner due to a weak system that cannot immediately deal with customer requests and because of which customer information is not administered in a systematic manner.

Therefore, rather than focusing on off-line-focused analytical CRM, it is necessary to concentrate on real time CRM that reflects the aspects of the operative or collaborative CRM. This study also develops an Event CRM solution that can bring satisfaction to customers when they want it by systematizing the contact points of customers, which constitute various institutions and channels.

The CRM model that this study presents is the support of Event CRM services for all business types against the backdrop of a wireless/wire environment, and the support of small and medium sized companies, which are burdened by information management costs, to meet the demand for CRM.

In order to present the wireless/wire integration CRM Gateway Model, the study focuses on insurance CRM services.

When a customer event arises through various channels such as the Internet, SFA or CTI, the event data are transferred through a standardized form. Based on these data, the campaign and service is then extracted and analyzed with the Event CRM Gateway Engine. A match is immediately made between the saved rules and the campaign and services that best fit the customer. Finally, the information is provided to the customer via a mobile phone or website.