Segmented CRM strategy via customer information visualization and its extension to business convergence

Abstract

This thesis is to derive segmented CRM strategy using customer information visualization for value creation and customer-driven business excellence. For visualization techniques, customer map is proposed. Also, to derive CRM strategy from customer map, the research on custom data and customer-related strategy on how to build customer-centric enterprise with two aspects of quality side and marketing side is conducted. As the major source of customer input to business, the voice of customer in customer contact centers and customer surveys including quality survey and brand image survey are studied. To derive meaningful information from the voice of customers on services or products and to design business process to handle this information effectively, the VOC analysis framework is proposed. As the major source of customer requirement, various kinds of customer surveys are classified with the view of the integrated survey framework and are linked to service quality management. The examination on customer surveys are studied first of all and the analysis model of brand image survey is suggested. In addition, as a bride of service quality and CRM, the study on customer characteristics especially customer preferences are studied. CRM framework to derive CMRA strategy reflecting customer life cycle is suggested. The proposed CRM framework reflects the results of analysis of complaints and surveys data. Based on the CRM framework, customer map which is visualization method for customer targeting is built. In last, to create new business opportunities and increase customer acquisition rate, business convergence and supporting framework of convergence are introduced. To derive convergence strategy, customer map is applied for two enterprises. As a further research, we consider the change of business environment especially the advent of U-commerce. It will increase the opportunities of convergence by enabling to get customer transaction and behavior data even on off-...