Title:
Quality Improvement in
CRM
System using QFD
Abstract: Since
1950s,
the market situation changes to more intensive competition; especially
in
mobile telecommunication business. As a result, the marketing concept
changes
from product-orientation to marketing-orientation. Most companies focus
on
customers (Customer Centric) and make the competition move to a
customer-orientation.
In the marketing oriented era, one of the success factors for service
providers
is to “understand the customer needs”. Customer Relationship Management
(CRM)
concept becomes a new tool for several companies to use and to
understand
their customers. Therefore, the CRM are more than a point of making
many
companies survive in the high competition market. It’s also a key of
their
competitive and strategic advantages. This research focuses on
“customer needs” or “customer
requirements” and “technical requirements”. Moreover, this paper uses a
“Quality
Function Deployment (QFD)” as an analytical tool for finding
significant
technical requirements. These will help the company to improve their
CRM
process to be more efficient and effective. This paper has mentioned
several
recommendations; including seven technical requirements which companies
should
consider and create the model for improving and maximizing the service
quality,
CRM (process and application itself) and customer satisfaction.
Authors:
Orathai
Aukarapattanakul, Prasit Jitpunya,Wuttinun
Leelayudth and Teeranan Nandhakwang