期刊名称：International Journal of Industrial Distribution and Business
印刷版ISSN：2233-4165
电子版ISSN：2233-5382
出版年度：2010
卷号：1
期号：1
页码：35-43
语种：English
出版社：Korea Distribution Science Association
摘要：In the age of globalization,effective and efficient corporatemanagement is becoming more important as domestic andinternational business circumstances changes.In the middle ofendless changes in business circumstances,fast reaction to customersand market,and offering customized goods and service becameessential.In this respect,CRM designed to utilize customerinformation scientifically and systematically,has become an essentialsystem and marketing strategy to enhance corporate competitiveness.CRM has placed the importance of customers in the front ofmarketing and has focused every process and business minds oncustomers.Recent change in the market and the trend of establishingand introducing CRM system has lead us to concentrate on theintroduction of CRM in the financial institutions.This study searched for several views about CRM in academic andindustrial papers.Through theoretical approach on CRM,thebackground of the introduction of CRM,the purpose of CRM,thecharacteristic and application of CRM,and the expected effect ofCRM will be discussed.This study is focused on financialinstitutions where CRM is widely used.And through documents aboutexamples of the introduction of CRM,the status of the establishmentof domestic CRM and the necessity and trend of CRM will bediscussed.Also the problem of CRM in the financial institutions andthe improvement of CRM in domestic banks will be analyzed.When discussing CRM in the financial area,customers are themain source of corporate profit and through relationship managementwith the customers enhancing loyalty and maximizing profit can beobtained.Especially in CRM in financial institutions,maintainingexisting customers makes higher profit ratio,so repurchasing andcross selling becomes important for obtaining lifetime value ofexisting customers who contribute to most of the profit ofcorporations.As a result,CRM should be completely customeroriented.CRM in financial institutions is not merely marketing work,butorganizational competence which is made up of standardized workprocess through total process integration inside the corporation.Corporations which plan to introduce CRM should analyze thecharacteristics and conditions of corporations and establish purposeand strategy of CRM.And they need long term view to find outthe factors which best fit for the introduction of CRM.To enablethis,strategy composed of daily marketing activity and CRM conceptis necessary.Also continued improvement through drill and trainingfor operating organization should be followed to maintain CRM well.And corporate culture must settle customer as the center of corporatevalue.The race for introducing and improving CRM has alreadybegun.CRM should not be regarded as a choice.It should beaccepted as something essential.In this reality financial institutionsshould solve subdivision problem of customers and necessity ofcustomers with the mind of ‘customer’s profit is my profit’.Customer focused management should not be emphasized only bywords.Efforts like viewing from the customer’s point must benurtured to provide methods to help customers.That is,we shouldnot just follow what is done in foreign countries.We should solvethe problem of our customers according to the situation of ourcountry,our industry,our corporation.Then we can gain the trust ofcustomers,and the value derived from the customers will become thebackground of CRM which will lead the corporation to success.
其他摘要：정보기술의 발달은 분야의 혁신을 가져왔고 많은 기업들은 CRM CRM기술혁신 분야에 투자하여 개별고객가치에 의한 차별화된 고 객관리가 가능하게 됨으로써 장기고객의 지속적 확보와 비용절감 효과를 얻고자 하였다 기업들은 경쟁력 확보를 위한 전략적 도구 .로서 정보기술을 이용한 차별화된 서비스를 제공하지 않으면 고객 과의 관계 형성이 어려워 경쟁우위를 달성할 수 없게 되었다 이.러한 측면에서 고객에 대한 맞춤형 재화와 서비스의 제공이 필수 적인 것이 되었으며 기업 내 모든 자원이 전사적으로 통합관리 , 되는 전사적 자원관리 시스템과 과학적이고 체계적으로 고객 (ERP) 정보를 활용할 수 있도록 설계된 고객관계관리 시스템은 기 (CRM) 업의 경쟁력 강화를 위해 반드시 갖추어야 할 시스템이라고 할 수 있다.본 연구는 한국 금융기관에서 실행되고 있는 의 문제점과 CRM 개선방안을 제시하는데 목적을 두고 의 이론적 배경을 살펴 CRM 보고 현재 금융기관의 구축상황을 분석하여 개선방안을 제 CRM 시하였다.
