Most leading enterprises around the globe have recently realized the importance of their relationship with loyal customers as a critical means of survival in this rapidly changing environment. They put a great amount of efforts to enhance their competitiveness through Customer Relationship Management (CRM). Currently, CRM is gaining its popularity at a rapid pace in most business-related areas since it is considered as a key to company competitiveness in most organizations. Therefore, the effective CRM implementation becomes an important issue. Furthermore, the most important issue we should not take lightly in CRM implementation would be why and how we implement it rather than when we start to build it.
The purpose of this study is to propose how to approach CRM for efective CRM
implementation by examining the key success factors of some financial institutions who have successfully performed the CRM project over the past few years.
To achieve this goal, a model is proposed to examine and analyze the key success
factors in some of the financial institutions, including Investment Trust Company, Credit Card Company, and Bank. A case study is attempted to verify the validity of this model and this model incorporates the factors of :(a) the role of CEO and CIO; (b) employee participation; (c)business collaboration between marketing and IT department; (d)establishment of definite strategy,goal,and action plan; (e) assurance of data quality.