CRM 프로젝트의 위험 요인 분석

Even though companies have pervasively implemented CRM(Customer Relationship Management) systems, it is reported that the implementation results have not been satisfactory. The primary cause of the poor results is that the evaluation metrics for CRM projects have not been applied while the projects are being implemented. This research is conducted to identify the risk factors of CRM projects and examines the relative importance of these factors. In this research, two management techniques, Delphi Method and AHP(Analytic Hierarchy Process), were applied for the experts who had involved in CRM projects. The following are two of the meaningful results identified through this research. First, two important things for the CRM project success are to identify the customer needs and manage risk factors related to customer data. Second, both of analytic CRM and operational CRM are important and mutually supplementary. Therefore, both of them should be implemented concurrently in the grand viewpoint, rather than sequentially in the partial one. The results will provide the guideline for the risk management on the implementation of CRM projects to both academic researchers and industry practioners.