課程大綱

內容

課程概述

透本課程主要目的是了解企業應該如何與顧客之互動，方能獲得顧客的滿意及忠誠回應而產生終身價值，進而提昇企業獲利。企業欲與顧客有效互動，需要有良好的目標、流程、工具及服務介面等元件，本課程探討企業如何有效規劃及設計這些元件，以便做好顧客關係管理(CRM)。包含顧客關係管理的定義、重要性、架構以及顧客關係管理的發展與實施流程。本課程屬於服務行銷模組，訓練同學瞭解買方購買產品與服務所要追求的利益與所要解決的問題，然後才能組合不同規格特徵的產品與服務（features）來產生適當的功能效果（advantages），進而滿足買者利益需求並解決買者的問題（benefits）。

The purpose of this cause is to understand how the businesses interact with their customers. The effectiveness of customer interaction can make the customer satisfied and loyal, and established life cycle relationship with the business. The components of customer relationship management (CRM) include objective, service process, tools, and, service encounter. The planning and design of these components will be discussed in our course. This course contains the following topics: definition of CRM, importance of CRM, framework of a CRM system. Development of a CRM system, and the cases of CRM operations.

授課內容

1.教師介紹每週的探討主題及個案。

2.學習者小組活動來製作專案分組報告。

3.成果發表與教師評論。