홈플러스의 CRM

소개글

홈플러스의 CRM

목차

Ⅰ. 유통업과 CRM········································································ 1
1. 유통업에서의 CRM···································································· 2
2. 한국시장의 대형할인점 역사와 CRM················································· 3
Ⅱ. 홈플러스의 기업현황·································································· 4
1. 기업의 연혁············································································ 5
2. 기업의 현 상황········································································ 6
3. CRM 도입 배경······································································· 7
Ⅲ. 홈플러스의 CRM······································································ 8
1. 패밀리 카드············································································ 9
2. 베이비 / 키즈 클럽··································································· 10
3. 문화 센터 / 프로그램······························································· 11
4. RFID 카트············································································ 12
Ⅳ. 홈플러스의 미래에 대한 견해························································ 13

본문내용

Ⅰ. 유통업과 CRM

1. 유통업에서의 CRM

유통업에서는 CRM이라는 말이 존재하지 않았을 뿐, 아주 오래전부터 고객 관리에 대한 중요성은 언제나 강조되어 지고 있었다. 유통업이라는 분야가 고객에게 판매를 해서 수익을 내는 것이기 때문에 우리는 예전부터 ‘고객중심경영` ,`고객만족경영’, ‘고객감동경영’ 등과 같은 고객과 경영이라는 말이 함께 들어가 있는 유통업계의 경영이념들을 많이 접할 수 있었다. 고객을 중시하고, 고객을 만족 시키고, 고객에게 감동을 주는 경영을 하면 수익이 증가할 것으로 예상했고, 결국 유통업계에서는 오래전부터 고객관리가 가장 중요하다는 것을 몸소 경험하면서 인식하게 되었다고 볼 수 있겠다.
그런데, 아무리 고객을 만족시키고, 감동시켜도 이제는 특별한 경영이념이라고 할 수가 없게 되었다. 거의 모든 유통업계들이 거의 비슷한 정도의 만족과 감동을 주는 상황이 되었기 때문에 유통업계에서는 좀 더 확실한 무언가를 필요로 하게 되었을 것이다. 그러던 중에 유통업계의 누군가는 굉장히 중요한 것을 생각하게 되었을 것이다.
그 누군가의 생각은 처음에는 이런 간단한 내용이었을 것이다. 고객에게 똑같은 만족을 주고 감동을 주어도 어떤 고객은 계속해서 우리 기업을 이용하고 어떤 고객은 이용하지 않게 된다는 것, 다시 말해 만족이나 감동으로 통하지 않는 나머지 고객들을 확보하게 되었을때, 또는 기존의 고객들을 유지하면서 구매력을 높이는 것이 기업의 이익창출에 매우 중요한 것이라는 생각을 하게 된 것이다.

참고 자료

없음