CRM전략의 Leadership과 IS Followership에 대한 비판적 고찰: 공연예술분야 사례를 중심으로

Abstract

A discussion of CRM(Customer Relationship Management) is recently getting focused because of stiff competition and a value of Big-Data. Each organization puts emphasis on cost-saving. It is considerable that CRM and related strategy, goal are properly being prepared or not, a role of IS(Information Systems) which supports an activity of CRM is clearly defined or not, a capability of an organization which is needed to adopt and operate the CRM is sufficiently demonstrated or not. By the way, studies of progress of CRM operation and an adoption of CRM are not many. Therefore, this study look over ‘how far has an application of CRM been progressed?’; furthermore, a purpose of this study is to understand the level of maturity of the strategy of CRM and a system of CRM through an example of the organization. Moreover, it is aimed to provide the organizations to implement the strategy of CRM with a guideline by suggesting an analysis of cases of the organization that adopts and implement IS related to CRM.