Current Issue

EXPLORING THE IMPORTANCE OF CUSTOMER-RELATIONSHIP MANAGEMENT FOR BUSINESS OPERATIONS 

Dr. Liu Ying-Yen 

Chang Jung Christian University, 

Ph. D. in Business and Operation Management, Taiwan Empresarial Commercial University Ph. D. in Leisure Management, Costa Roca 

Doctoral Research, California State University 

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Liu Ying-Yen Studio 

Studio Principal 

(Academic Research, and Business Management Consultant) 

Abstract

Globalized corporate competition has brought numerous challenges to organizations, and the relationship between a business and its customers is a very important step in business planning. By applying the CRM Concept, we can steady the value proposition between customers and business. To increase resources and profitability, enhance corporate value, and leverage corporate advantages. Evert Gummesson (2008): Noted customer equity is the key to the long-term profitability of any firm, and analysing the key drivers of customer equity provides an overall framework for effectively focusing strategic resources. 

This study elaborates that CRM is a measure of a business operation efficiency, and that the understanding of correct customer information can effectively build sound interactions and increase profitability. 

Keywords: CRM, Value Chain, Satisfaction, Relationship Marketing, Multidimensional Structure, Social Relations