Author/Authors :
Seungjeong Yang *، نويسنده , , Jongtae Rhee، نويسنده ,
Abstract :
TheCRMSystem, which maximizes business profits by pursuing a continuous relationship with customers, is based on an
analytical CRM that sets up a marketing strategy by analyzing customer information. However, thanks to the technological
development of the Internet and mobile phones, customer contact is being carried out through a variety of channels. Yet currently,
the needs of customers are not being addressed in a timely manner due to a weak system that cannot immediately deal
with customer requests and because of which customer information is not administered in a systematic manner.
Therefore, rather than focusing on off-line-focused analytical CRM, it is necessary to concentrate on real time CRM
that reflects the aspects of the operative or collaborative CRM. This study also develops an Event CRM solution that
can bring satisfaction to customers when they want it by systematizing the contact points of customers, which constitute
various institutions and channels.
The CRM model that this study presents is the support of Event CRM services for all business types against the backdrop
of a wireless/wire environment, and the support of small and medium sized companies, which are burdened by information
management costs, to meet the demand for CRM.
In order to present the wireless/wire integration CRM Gateway Model, the study focuses on insurance CRM services.
When a customer event arises through various channels such as the Internet, SFA or CTI, the event data are transferred
through a standardized form. Based on these data, the campaign and service is then extracted and analyzed with the Event
CRM Gateway Engine. A match is immediately made between the saved rules and the campaign and services that best fit
the customer. Finally, the information is provided to the customer via a mobile phone or website.
2008 Elsevier Ltd. All rights reserved.
Keywords :
CRM , Event CRM , e-CRM , Event management system