콜센터를 중심으로 한 인터넷 고객관계관리에 관한 연구 = A Study on eCRM for Efficient Operation of Call Center

다국어 초록 (Multilingual Abstract)

EC is expanding as the internet population is growing. Corporate internet strategies need to be modified to adapt to the changes in customer behavior. They should be shifted from product-orientation to customer-orientation, and from mass marketing to target marketing.
Corporates are suggested to deploy CRM which enables retention of customers, maximizes customer lifetime value, and leads to the improved profitability. Provision of products and services based on the precise understanding of customer needs is the basic requirement for efficient CRM.
Internet marketing continues to evolve into web personalization by deploying targeted e-mail, personalized web sites, and more sophisticated tracking and trend analysis. However, current research on CRM provides only a partial solution to the diverse needs, failing to share information between departments and to provide personalized and consistent customer strategies.