CS Road Map unifying service quality managment, customer satisfaction and value creation

서비스 품질 관리를 통한 고객 만족과 가치 창출을 위한 Road Map

As the importance of customers has been emphasized, most companies began to operate various CRM strategies to understand and manage customers' needs. The investments that businesses are making are categorized into four areas. The first area of investments is in contact centers and channels to manage the voice of customers. The second area is in loyalty management, target marketing using segmentation, profiling, profitability analysis and targeting. The third one is involved in the measurement of customer satisfaction. The last one is planning to deliver products and services to appropriate customers. Despite the various efforts, it is lowering the efficiency of these investments and interrupting their value creation that these are being operated independently in different departments. All CRM activities of an enterprise should be processed interactively and consistently for a common goal; value creation, to overcome these shortcomings. In this research, we propose CS Road Map that systematizes the four kinds of CRM activities; VOC management, survey activities, loyalty management and planning. Under this road map, these four activities will achieve the improvement of service qualities, customer satisfaction and further value creation. This paper demonstrates the road map that is built for a service industry emphasizing the objectives and strategies of the four categories.