통합 CRM에서의 개인화 설계 = Personalization Systems in the Customer Relationship Management

다국어 초록 (Multilingual Abstract)

This paper studied on the customer relationship management(CRM) focused on personalization systems through literature review and some case studies in the Korean firms.
The critical findings are as follows.
1.The core CRM process competencies are cross-selling and up-selling, direct marketing and fulfillment, customer service and support, store front and field service, and retention management.
2.Personalization can be a powerful tool for customer acquisition and support. On the other hand, the widespread adoption of personalization may create loyal customers who are not subject to the temptations of other suppliers.
3.It is desirable that business managers adopt the integrated CRM architectures including eCRM and mCRM in order to increase efficiency and effectiveness of management.
4.Personalization design in the integrated CRM rely on customization of personal needs and wants. Therefore, it is necessary to build up the foundation of Internet and mobile communication infrastructures and to have employees learn about knowledge and skills of IT before formulating of its system.
5.A designer of personalization systems pay regard to formulate customer-centric organization and strategic personalization solutions because it focus on establishing of enterprise-level objectives rather than its partial functions. Otherwise, the systems call for comprehensive linkage including ERP, PRM, IMC, UMS, and so on which are other innovation tools of business process.
6.Personalization in the integrated CRM system focus on life time values of customers in order to retain with customer relationship. Accordingly, planning of it regard to collaborative filtering system, which is a leading approach when the product space is complicated and consumer's preferences are highly subjective, qualitative, and complex.
7.Personal customization can be certainly realized through cyber coordination in the collaborative filtering system.

목차 (Table of Contents)

• Ⅰ.서론
• Ⅱ.통합적 고객관계관리(CRM)에서 개인화 설계에 관한 이론적 고찰
• 1.통합 CRM에 관한 개관
• 2.통합 CRM 시스템
• 3.개인화 서비스 도구의 설계
• Ⅲ.통합적 고객관계관리(CRM)에서 개인화 설계에 관한 사례연구
• 1.Amazon과 Yes 24의 개인화 중심의 eCRM
• 2.LG 전자의 퍼스널 마케팅
• 3.한국증권·금융회사의 CRM운용
• Ⅳ.이론 및 사례연구를 통한 주요 발견 사실과 효과적인 개인화 설계를 위한 시사점
• Ⅴ.결론
• 〈Abstract〉