e-CRM에 기반한 고객센터 산업 현황분석과 발전전략에 관한 연구

초록

Competitive strategy such as expanding the market share and rationalizing the cost structure is an old-fashioned and shortsighted one. Recently, many companies are turning to the value creating strategies by creating, sharing and applying a series of knowledge service management (KSM) to the customers. Given the fact that the pattern of competition has been shifted to the value-based and customer-focused strategy, there has been growing concern of the customer contact center based on e-CRM for the purpose of preempting competitive advantage as well as creating brand new value for the customers. Customer Contact Center (CCC) based on e-CRM is at the heart of the knowledge service management where value creating and customer-focused strategy is set as a top strategic priority at e-commerce. Considering the strategic significance of CCC, this study analyzes the domestic and international situation of the current CCC. Then, this study intends to propose a competitive development strategy of CCC as the channel to the knowledge service industry. By doing so, this study will be used as a guideline to systematically understand the CCC based on e-CRM and establish a development strategy for the successful CCC.

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