4. CRMÀÇ Çʿ伺
ÃÖ±Ù ±Þº¯ÇÏ´Â ½ÃÀå¿¡¼ CRMÀÌ ÇÊ¿äÇÑ ÀÌÀ¯¸¦ Á¤¸®Çغ¸¸é ´ÙÀ½°ú °°´Ù.
ù°, ±âÁ¸ÀÇ ¸¶ÄÉÆà ¹æ½ÄÀº ¸¶ÄÉÆÃÆÀÀ» À§ÇÑ ¸¶ÄÉÆà ºÎ¼¸¸ÀÇ ¸¶ÄÉÆÃÀÌ ½Ç½ÃµÇ¾î ¿Ô´Ù.
ƯÈ÷ ±âÁ¸ÀÇ ¸¶ÄÉÆà ÅõÀÚ´Â ¶Ñ·ÇÇÑ ¹æÇâÀ̳ª º»ÁúÀûÀÎ ¿ä°ÇÀ» Á¤ÀÇÇÏÁö ¸øÇÑä, º¯ÈÇÏ´Â ½ÃÀåȯ°æÀ» µû¶óÀâ´Âµ¥ ±Þ±ÞÇÏ¿´´Ù. ÀÌ·¯ÇÑ ¸¶ÄÉÆÃÀÇ ¹æÇâ°ú ȯ°æ, Á¦µµ¸¦ ¹Ù²Ù´Â ¹æ¾ÈÀÌ CRMÀÎ °ÍÀÌ´Ù. °í°´¿¡ ´ëÇÑ Á߿伺À» ¸¶ÄÉÆÃÀÇ Àü¸é¿¡ ¹èÄ¡ÇÏ¿© »ç³» ¸ðµç Á¤º¸ÀÇ ¹æÇâ°ú ÇÁ·Î¼¼½º¿Í »ç³»¸¶Àε带 °í°´°ü°è¿¡ ¿ª·®À» ½ñ¾Æ³Ö´Â °ÍÀÌ´Ù.
µÑ°, ÇöÀç °¢ ±â¾÷ÀÇ ¸¶ÄÉÆÃÀº °í°´ÀÇ ´ÏÁ ÆľÇÇÏÁö ¸øÇÏ°í ÀÖ´Ù.
°í°´µéÀº ¸ðµç ±¤°í¿Í Á¤º¸ÀÇ È«¼ö ¼Ó¿¡ »ì°í ÀÖÀ¸¸ç, ÀÌµé °í°´µéÀº ¾î´À ´©±¸º¸´Ùµµ ¸¹Àº Á¤º¸¸¦ °®°í ÀÖ´Ù. ¹Ý´ë·Î ÀÌ·± °í°´¿¡ ´ëÇÑ ºÐ¼®·ÂÀº Ç×»ó Á¦ÀÚ¸®¿¡ ¸Ó¹°°í ÀÖ´Ù. °í°´À» ÀÌÇØÇϱ⿡´Â ¸¹Àº ¹®Á¦Á¡ÀÌ ÀÖ´Â °ÍÀÌ´Ù.
¼Â°, °í°´¿¡ ´ëÇÑ ´ÏÁ ÆľÇÇÒ ¼ö ÀÖ´Â ½Ã½ºÅÛÀÌ ±âÁ¸¿¡´Â Á¸ÀçÇÏÁö ¾Ê¾Ò´Ù.
°í°´¿¡ °üÇÑ Á¤º¸´Â ÇÏ·ç°¡ ¸Ö´Ù½ÃÇÇ º¯ÇÏÁö¸¸ ÀÌ·¯ÇÑ °í°´Á¤º¸¸¦ µÞ¹Þħ ÇÒ ¼ö ÀÖ´Â ½Ã½ºÅÛÀº ÀüÇô ¾ø¾ú´Ù. ¾î¶»°Ô °í°´À» ¼¼ºÐÈÇÒ °ÍÀΰ¡? ¾î¶»°Ô ¸ñÇ¥°í°´¡¦(»ý·«)
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±è¿µ½Å, ¡°¼ÒºñÀÚ Á¤º¸ °ü¸®ÀÇ ÀÌÇØ¡±, ½Ã±×¸¶ÇÁ·¹½º, 2002. ±èÀç¹®, ¡°e-ºñÁî´Ï½º ¸ðµ¨¿¡ ¸Â´Â eCRM`, °Å¸§, 2002. ¼ÛÇö¼ö, ¡°CRM °æ¿µÇõ¸í¡±, »õ·Î¿î Á¦¾È, 2000. ÀÌÈÆ¿µ, ¡°e-¸¶ÄÉÆÃÇ÷¯½º¡±, ¹«¿ª°æ¿µ»ç, 2002. ÃÖÁ¤È¯, ÀÌÀ¯Àç, ¡°Á×Àº CRM »ì¾ÆÀÖ´Â CRM`, ÇѾð, 2001. Çѱ¹¸¶ÄÉÆÿ¬±¸¿ø, ¡°CRM »õ ¸¶ÄÉÆá±, Çѱ¹¸¶ÄÉÆÿ¬±¸¿ø, 2002.
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Alexandra J. Campbell, `Creating customer knowledge competence£ºManaging customer relationship management programs strategically`` Department of Marketing, Schulich School of Business, York University, 2002. Gerge S. Day, `Winning the competition for Customer relationships`, The Wharton School University of Pennsylvania, 2002. Lynette Ryals and Simon Knox, `Cross-Functional Issue in the Implementation of Relationship Marketing Though Customer Relationship Management`, European Management Journal Vol. 19, 2001
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