A Study on Enterprise CRM Strategy from Valued Customers

소비자 관점에서의 기업 CRM활동 평가와 향후 개선방향에 관한 연구

This research addresses the customers' reaction on enterprise CRM(customer relationship management) activities. Most of companies adopt CRM solution expecting revenue generation through customers' repurchasing, while customers accept to provide their personal information expecting some benefit from companies. Previous studies pointed out that many commercial organizations had difficulties yet to meet their goal of CRM due to lack of internal strategies. Moreover, the researches were focused only on companys' point of view. However, this paper finds the reason why companies' expectation does not fit and suggests the way to reduce mutual gap of expectation for successful CRM.