Successful CRM implementation strategy for a manufacturing company;A case of firm L

제조업의 성공적인 고객관계경영(CRM) 구현 전략;L 기업의 사례

With the advancement of information technology and the proliferation of e-Business, CRM has been emerging as a powerful concept or strategy for dealing with customer relationship, though not a new concept. Most CRM applications have been focused on business situation where there are direct channels with customers, as in retailing and banking industry, etc. In this paper, we analyze the case of a manufacturing company where the primary concern lies on indirect channels management, such as selling agencies and distributors. Some issues related to the characteristics of the manufacturing company and the interface with ERP and SCM need to be investigated. Based on the consultation project with L company, we propose a successful CRM implementation strategy and point out some issues in implementing the CRM for a manufacturing company.