KR102732268B1 - System and Method for Providing Framework for Customer-Centric Management - Google Patents

Abstract

The present invention relates to a technology for developing a framework related to corporate management, and provides a method for providing a framework for customer-centered management, which includes a step of receiving and analyzing corporate management environment data and establishing a customer-centered strategy based on the analysis results, a step of receiving and analyzing organizational and internal capability data and establishing an activity process corresponding to the customer-centered strategy established in the establishing step based on the analysis results, and establishing a customer-centered system, a step of operating a customer-centered process to provide a company's product or service based on the customer-centered system established in the establishing step, and a step of verifying and improving the customer-centered product and service process provided in the operating step, thereby performing the constructed system targeting actual customers to monitor whether the process is being operated appropriately, and in the customer-centered product/service improvement step, the effect of providing a method and system for providing a framework for customer-centered management that can improve customer complaints discovered during actual performance and further preemptively satisfy hidden needs of customers is derived.

Description

{System and Method for Providing Framework for Customer-Centric Management}

The embodiment relates to a technology for developing a framework related to corporate management.

As the presence of customers in corporate management activities increases, internal and external demands for customer-centered management are increasing.

Many domestic companies, including Amazon, the world's largest online market platform and one of the most customer-centric companies, have been continuously emphasizing customer-centricity by reflecting keywords of the times.

As the existence of customers has become a significant factor in corporate management activities, research on customer-centered management is actively being conducted. Galbraith (2002) argued that corporate strategies should be established from the perspective of finding solutions that can provide customer satisfaction rather than simply supplying products to customers. In other words, a series of activities called customer-centered management that views the entire company's management activities from the customer's perspective and continuously improves them will increase customer loyalty and engagement, which can immediately lead to corporate profit activities.

Meanwhile, Hamel (2006) suggested that in order for a company to transform into a customer-centered company, innovation is necessary in all areas of organization, strategy, process, and product/service. Bettencourt & Ulwick (2008) analyzed the customer journey into eight stages and argued that companies should promote innovation activities for each stage. However, these previous studies have limitations in that they are difficult to fully utilize when companies systemize customer-centered management activities. Hamel (2006) advocates innovation in four areas, but does not clearly explain how innovation should actually be promoted. In addition, the customer-centered innovation map suggested by Bettencourt & Ulwick (2008) focuses on customer activities, so it has limitations in changing management policies to be customer-centered. It is difficult for business practitioners to find practical guidelines that can be utilized when performing customer-centered management activities.

KR 10-2002-0026587 A KR 10-2017-0099078 A

The present invention was derived from this technical background, and its purpose is to provide a method and system for providing a framework for customer-centered management that can suggest specific methodologies that can be utilized when establishing a customer-centered management system in corporate practice by providing a guide that can be easily utilized as an indicator for corporate practitioners to establish a customer-centered management strategy.

To achieve the above-mentioned task, the present invention includes the following configuration.

That is, a method for providing a framework for customer-centric management according to one embodiment of the present invention is a method performed in a computing device having one or more processors and a memory storing one or more programs executed by the one or more processors, the method including the steps of: receiving and analyzing corporate management environment data, and establishing a customer-centric strategy based on the analysis result; receiving and analyzing organizational and internal capability data, and establishing an activity process corresponding to the customer-centric strategy established in the establishing step based on the analysis result, thereby establishing a customer-centric system; operating a customer-centric process to provide a company's product or service based on the customer-centric system established in the establishing step; and verifying and improving the customer-centric product and service process provided in the operating step.

Meanwhile, a system providing a framework for customer-centered management according to one embodiment is a computer device having one or more processors and a memory storing one or more programs executed by the one or more processors, the system including a strategy establishment unit which receives and analyzes corporate management environment data and establishes a customer-centered strategy based on the analysis results, a system construction unit which receives and analyzes organizational and internal capability data, and establishes an activity process corresponding to the customer-centered strategy established by the strategy establishment unit based on the analysis results to establish a customer-centered system, a process operation unit which operates a customer-centered process to provide a product or service of the company based on the customer-centered system established by the system construction unit, and an improvement proposal presentation unit which verifies and improves the customer-centered product and service process provided by the process operation unit.

According to the present invention, the present invention provides a method and system for providing a framework for customer-centered management that diagnoses the current status of a company, defines goals based on the diagnoses, establishes a customer-centered system process for promoting practical activities with resources and an environment, monitors whether the process is being operated appropriately by executing the constructed system targeting actual customers, and improves customer complaints discovered during actual execution in the customer-centered product/service improvement stage, and furthermore, proactively satisfies hidden needs of customers.

In addition, the establishment of a customer-centered system has the effect of providing a framework and system for customer-centered management that can establish a process for promoting practical activities with resources and an environment.

FIG. 1 is a block diagram illustrating the configuration of a system providing a framework for customer-centered management according to one embodiment of the present invention.
FIG. 2 is an exemplary diagram showing a framework for customer-centered management according to one embodiment of the present invention.
Figure 3 is an example of a result of establishing a strategic direction according to one embodiment of the present invention.
Figure 4 is an example diagram of the organizational chart of a CCM promotion team of a company constructed by a system construction department according to one embodiment.
FIG. 5 is a flowchart of a method for providing a framework for customer-centered management according to one embodiment of the present invention.

It should be noted that the technical terms used in the present invention are only used to describe specific embodiments and are not intended to limit the present invention. In addition, the technical terms used in the present invention should be interpreted as having a meaning generally understood by a person having ordinary skill in the technical field to which the present invention belongs, unless specifically defined to have a different meaning in the present invention, and should not be interpreted in an overly comprehensive meaning or an overly narrow meaning.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the attached drawings.

The system for providing a framework for customer-centered management according to embodiments of the present invention can be implemented by at least one computer device, and the method for providing a framework for customer-centered management according to embodiments of the present invention can be performed by at least one computer device included in the system for providing a framework for customer-centered management. At this time, a computer program according to an embodiment of the present invention can be installed and run on the computer device, and the computer device can perform the method for providing a framework for customer-centered management according to embodiments of the present invention under the control of the run computer program. The above-described computer program can be stored in a computer-readable recording medium so as to be combined with the computer device and cause the computer to execute the method for providing a framework for customer-centered management.

FIG. 1 is a block diagram illustrating the configuration of a system providing a framework for customer-centered management according to one embodiment of the present invention.

FIG. 2 is an exemplary diagram showing a framework for customer-centered management according to one embodiment of the present invention.

As shown in (a) of Figure 2, the customer-centered innovation map proposed by Bettencourt & Ulwick (2008) consists of a total of eight activities, and these activities represent processes that are closely linked to each other. Since multiple organizations are organically linked according to their respective roles, companies can clearly distinguish the eight activities.

The framework for customer-centered management according to one embodiment reconstructs eight activities based on four types of innovation. The beneficiaries of the innovation activities are divided into employees and external customers, and as a result, the customer-centered management construction framework can be defined by dividing it into four stages as shown in (b) of Figure 2.

In other words, establishing a customer-centered strategy and building a customer-centered system are processes that influence employees who are the actors performing customer-centered management, while operating customer-centered processes and improving customer-centered products/services are processes that actually influence customers.

A framework provision system (10) according to one embodiment performs communication with operator terminals (20) that manage business operations and user terminals (40) possessed by employees, including executives and employees who work for the business and can provide responses necessary for business operations, and consumers who use services and products provided by the business.

The network (30) may include any one or more of networks such as a personal area network (PAN), a local area network (LAN), a campus area network (CAN), a metropolitan area network (MAN), a wide area network (WAN), a broadband network (BBN), and the Internet. In addition, the network (30) may include any one or more of network topologies including, but not limited to, a bus network, a star network, a ring network, a mesh network, a star-bus network, a tree, or a hierarchical network.

The operator terminal (20) and the user terminal (40) are wireless communication devices that ensure portability and mobility, for example, a smart phone, a portable terminal, a mobile terminal, a foldable terminal, a personal digital assistant (PDA), a portable multimedia player (PMP) terminal, a telematics terminal, a navigation terminal, a personal computer, a notebook computer, a slate PC, a tablet PC, an ultrabook, a wearable device (e.g., a smartwatch, a smart glass, an HMD (Head Mounted Display), etc.), a Wibro terminal, an IPTV (Internet Protocol Television) terminal, a smart TV, a digital broadcasting terminal, an AVN (Audio Video Navigation) terminal, an A/V (Audio/Video) system, a flexible terminal It can be applied to various terminals such as terminals, digital signage devices, etc.

A system (10) providing a framework for customer-centered management, as shown in Fig. 1, includes a communication interface (110), memory (120), input/output interface (130), and processor (140).

The communication interface (110) can provide a function for the system (10) providing a framework for customer-centered management to communicate with other devices through a network. For example, requests, commands, data, files, etc. generated by the processor (140) of the system (10) providing a framework for customer-centered management according to a program code stored in a recording device such as a memory (120) can be transmitted to other devices such as a user terminal (40) or an operator terminal (20) through a network under the control of the communication interface (110).

Conversely, signals, commands, data, files, etc. from other devices may be received by the customer-centered management framework providing system (10) through the communication interface (110) of the customer-centered management framework providing system (10) via the network. Signals, commands, data, etc. received through the communication interface (110) may be transmitted to the processor (140) or memory (120), and files, etc. may be stored in a storage medium (the aforementioned permanent storage device) that the framework providing system (10) may further include.

Memory (120) is a computer-readable recording medium and may include a random access memory (RAM), a read only memory (ROM), and a permanent mass storage device such as a disk drive and a server. Here, the permanent mass storage device such as a ROM and a disk drive may be included in the system (10) providing a framework for customer-centered management as a separate permanent storage device distinct from the memory (120).

In addition, the memory (120) may store an operating system and at least one program code. These software components may be loaded into the memory (120) from a computer-readable recording medium separate from the memory (120). This separate computer-readable recording medium may include a computer-readable recording medium such as a floppy drive, a disk, a tape, a DVD/CD-ROM drive, a memory card, an SSD, a USB, etc.

In another embodiment, the software components may be loaded into the memory (120) via a communication interface (110) other than a computer-readable recording medium. For example, the software components may be loaded into the memory (120) of the system (10) providing a framework for customer-centric management based on a computer program installed by files received over a network.

The input/output interface (130) may be a means for interfacing with an input/output device. For example, the input device of the input/output device may include a device such as a microphone, a keyboard, or a mouse, and the output device may include a device such as a display or a speaker. As another example, the input/output interface (130) may be a means for interfacing with a device that integrates functions for input and output, such as a touch screen. The input/output device may be configured as a single device with a system (10) providing a framework for customer-centered management.

The processor (140) may be configured to process instructions of a computer program by performing basic arithmetic, logic, and input/output operations. The instructions may be provided to the processor (140) by the memory (120) or the communication interface (110). For example, the processor (140) may be configured to execute instructions received according to program code stored in a storage device such as the memory (120).

Specifically, the processor (140) includes a strategy formulation unit (1410), a system construction unit (1420), a process operation unit (1430), an improvement proposal presentation unit (1440), and a reliability verification unit (1450).

The strategy formulation department (1410) receives and analyzes corporate management environment data and formulates customer-centered strategies based on the analysis results. In other words, it can develop strategies by identifying the strengths and weaknesses of the company.

In one aspect, the strategy formulation department (1410) collects management environment data including the diagnosis results of the overall organization of the company and the Customer Oriented Index diagnosis results, and derives at least one strategic direction to reach the mission establishment input from the company manager based on the collected diagnosis results.

In other words, the strategy establishment department (1410) can analyze the current management environment of the company and establish strategies based on this. In addition, it can set the direction of the company's customer-centered management and select strategic tasks through the establishment of company-wide strategies.

To this end, it is possible to first conduct activities to check whether appropriate resources and environment are prepared and to diagnose the current status of the company. This can be done by determining whether the information on the collected resources and environment meets the established criteria. The strategy establishment department (1410) performs the actions included in the Confirm and Define stages of the customer-centered innovation map. In one embodiment, the diagnosis of the management environment is a process of evaluating the entire company's strategy and performance management system and can be preceded by strategy establishment. In other words, the diagnosis of the management environment should be performed organically in the process of establishing the company's strategy.

In one embodiment, the strategy formulation department (1410) can analyze the internal strengths and weaknesses of the company and external opportunities and threats through SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to understand the current situation of the company. In other words, it can provide comprehensive information that can develop and improve strategies by collecting internal and external environments.

In addition, the strategy formulation department (1410) can analyze political, economic, social, technological, environmental, and legal factors through PESTEL analysis to identify changes, opportunities, and threats in the external environment and comprehensively evaluate various areas of the management environment based on pre-established criteria.

The Strategy Establishment Department (1410) can analyze the competitive structure, supply chain, substitute products and services, and barriers to entry within the industry through the 5 Forces analysis (Porter's Five Forces) as a tool for competitive analysis to understand the competitive environment of the company, analyze the strategies, products, and market shares of major competitors to evaluate the competitiveness and position of the company, and identify potential threats and opportunities for the company by understanding the trends of competitors.

In addition, the strategy formulation department (1410) can analyze financial indicators such as profitability, leverage, and liquidity through management indicators and financial analysis to determine financial health according to management status.

Additionally, you can identify the strengths and weaknesses, satisfaction, and requirements of the company and evaluate strategies by interviewing and surveying internal employees, stakeholders, customers, etc., and assuming possible future scenarios. For example, you can diagnose the Customer Oriented Index (COI) of internal employees and establish five strategic directions, such as establishing a CS organizational culture, based on the diagnosis results.

At this time, the strategy establishment department (1410) regularly updates the SWOT analysis and adjusts the strategy according to changes in the management environment, as the management environment changes dynamically.

Figure 3 is an example of a result of establishing a strategic direction according to one embodiment of the present invention.

As shown in FIG. 3, in one embodiment, the strategy establishment department (1410) can derive a customer-centered management vision and strategy system diagram established by the company through diagnosis, mission, strategy direction and establishment process. In one embodiment, the strategy establishment department (1410) can establish a strategy so that evaluation of the company's organization, establishment of a mission based on it, and presentation of a strategy direction are organically performed. The strategy establishment department (1410) can establish a strategy by utilizing keywords included in documents uploaded or registered by the company through its homepage or corporate activity description. However, it is not limited thereto, and it can be implemented to derive keywords and establish a strategy direction by collecting data such as web documents including advertisements of the company uploaded on the web.

And the system construction department (1420) receives and analyzes organizational and internal capacity data, and based on the analysis results, establishes an activity process corresponding to the customer-centered strategy established by the strategy construction department, thereby establishing a customer-centered system.

The System Construction Department (1420) transforms the company's business processes to be customer-centered. It may also suggest reorganizing the organization to promote this. The System Construction Department (1420) secures the organization and internal capabilities for customer-centered management activities and builds the activity process based on this.

The system construction department (1420) can match and segment training content by job level so that internal members can understand the customer-centered perspective and perform professional CS training that can be applied to their work, and can also identify the qualifications required for each job and recommend training content or a qualification acquisition support system by job level.

Members with a high level of understanding of customer-centricity can improve customer satisfaction, which can help to improve the continuous relationship between the company and the customer. This corresponds to the Locate and Prepare stages, and it enables the establishment of work processes and activity guides for promoting activities in the practical stage before the actual customer-centric process is operated.

Figure 4 is an example diagram of the organizational chart of a CCM promotion team of a company constructed by a system construction department according to one embodiment.

In one embodiment, the system construction unit (1420) may receive basic information about the organization and personnel of a company in advance and construct a system to reorganize or improve the organization based on the received basic information.

In one embodiment, the company illustrated in FIG. 4 appointed the director of public affairs as the chief customer officer (CCO) and established a system to comprehensively manage the CCM activities of the entire company.

And we organized the CCM Operation Committee, which consists of 19 departments including the Housing Welfare Team, which is the main customer contact point, centered around the Customer Satisfaction Team. Even after the organization is formed, we can propose various activities. Specifically, we can improve the quality of CS education by dividing the educational content by position and recommending the educational content needed by position.

In addition, the system construction department (1420) can recommend the CS Leaders management certificate for training professional personnel in addition to education. The system construction department (1420) can identify certificates from various certification agencies and hold data, and can select and recommend personnel and certificates necessary for more efficient work organization in constructing the company's operating system.

In addition, the System Construction Department (1420) can secure a quick and accurate response to VoC by introducing a VoC integrated management system, thereby improving customer satisfaction. In addition, the process is organized so that civil complaints can be automatically re-submitted according to the customer's satisfaction level with the VoC processing results. The System Construction Department (1420) organizes and operates various training programs, while also performing the function of organizing systems and processes.

The process operation department (1430) operates a customer-centered process to provide the company's products or services based on the customer-centered system established by the system establishment department (1420).

In one aspect, the process operation unit (1430) monitors the response to the company's products or services provided by the predefined methods included in the process.

The process operation department (1430) can identify various factors for determining whether to improve when an unusual situation occurs in the process of providing products and services to customers. The Execute and Monitor stages of the customer-centered innovation map correspond to this.

In the case of services, production and consumption occur simultaneously, so service execution and monitoring are inseparable. If service execution is not monitored in real time, there is concern that immediate recovery or improvement activities may be delayed in the event of a service failure.

The process operation unit (1430) performs Monitor, which means an activity that is checked by a predefined method for the process itself.

The process operation unit (1430) performs including the Execute and Monitor stages. In one embodiment, the process operation unit (1430) may be implemented to open an ‘online LAN tour’ for a company. Accordingly, communication with customers can be strengthened through the online LAN tour. In addition, customers can convey various opinions such as complaints, compliments, consultations, and suggestions related to the company’s business to the company through the ‘Customer’s Voice’ provided on the homepage.

The process operation department (1430) may collect and analyze VoC for the company's services or products as part of monitoring products and services and may discover areas for improvement in products and services.

In addition, by collecting feedback on the kindness evaluation that is performed periodically, the quality of the service can be monitored in real time. The operation of the process for communication with customers and the near-real-time monitoring activities for the service can be said to correspond to the customer-centered process operation stage.

The improvement proposal presentation department (1440) verifies and improves the customer-centered product and service process provided by the process operation department (1430).

The improvement proposal presentation department (1440) can improve the customer pain points identified in the process operation stage consisting of execution and monitoring performed by the process operation department (1430) and even discover the customer's hidden needs. In other words, it can not only improve the inconvenience of the customer but also preemptively satisfy the potential needs. The product/service improvement stage is linked to the customer-centered strategy establishment stage through feedback activities.

It matches the Modify and Conclude stages of the customer-centered innovation map. For example, the improvement proposal presentation unit (1440) can propose to operate a delivery vehicle penalty system when the reckless driving complaints VoC of the company's product delivery vehicles continue for a certain period of time or reach a certain amount. Specifically, improvement proposals such as imposing penalties for each violation and suspending delivery contracts when penalties accumulate can be presented. In addition, during the subsequent monitoring process, it is possible to monitor how much the complaints VoC have decreased after implementing the penalty system compared to before.

The improvement proposal suggestion unit (1440) can collect, store and manage improvement proposals from multiple companies, and discover and suggest improvement proposals using the saved improvement proposals from multiple companies. In addition, the improvement proposal suggestion unit (1440) can derive and suggest improvement proposals that are appropriate to the actual situation based on a large amount of data uploaded on the web.

As another example, companies can propose to proactively introduce eco-friendly management policies in response to the government's strengthening of eco-friendly policies as a stakeholder and changes in customers' awareness of eco-friendly value consumption.

We can detect the declaration of the ‘Green Hole Process Eco-friendly Vision’ that contains management strategies such as reducing plastic usage by 50% by 2030, expanding the use of renewable energy, and expanding label-free products, and suggest improvement plans for customer-participatory PET recycling and upcycling business, label-free product launch, and recycled Cr-PET development based on this.

In other words, companies can introduce eco-friendly management on their own, promote related activities, provide customers with eco-friendly activities including products that fit eco-friendly management, and implement them to link the social value of eco-friendliness with customer-centered management. These improvement activities can become activities that complete a process, and this can become the foundation for establishing a new customer-centered management strategy.

The improvement proposal section (1440) according to one embodiment of the present invention ultimately corresponds to the Modify and Conclude stages of the customer-centered innovation map, which are the product/service improvement stages, which are the final stages of the customer-centered management establishment framework.

In one embodiment, the improvement suggestion unit (1440) may be classified as a business intelligence or data analytics tool. These tools can collect and analyze data to evaluate the performance and processes of a company and suggest strategic improvement suggestions.

The improvement proposal presentation unit (1440) may include Tableau, a data visualization and analysis tool. Tableau can visualize internal and external corporate data to provide strategic insights to management and suggest improvement proposals.

And it can be implemented to include at least one of the following: Power BI, which evaluates the performance of management strategies and finds improvement measures through data visualization and analysis as a business intelligence tool; QlikView/Qlik Sense, which supports strategic decision-making through real-time data analysis as a data visualization and business intelligence tool; IBM Cognos Analytics, which collects and analyzes information from various data sources to monitor corporate performance and derive strategic improvement measures; and SAP BusinessObjects, which visualizes and analyzes data within the company to confirm strategic directions and supports decision-making for performance improvement.

In addition, the improvement suggestion department (1440) can collect and analyze data from inside and outside the company through various data sources such as ERP systems, CRM systems, sales data, and customer reviews to identify areas that require improvement and determine priorities.

The improvement suggestion section (1440) can simulate and analyze various scenarios using simulation or modeling tools to solve the selected problem, and suggest areas and methods to be improved from the current state based on the simulation results and analysis.

The reliability verification unit (1450) verifies the reliability of the improvement effect according to the improvement plan presented by the improvement plan presentation unit (1440). In one embodiment, the reliability verification unit (1450) can verify the reliability of the classification frame in order to verify whether the operations in the aforementioned strategy establishment unit (1410), system construction unit (1420), process operation unit (1430), and improvement plan presentation unit (1440) are mutually exclusive.

In one embodiment, the improvement proposal presentation unit (1440) may follow a content analysis methodology that divides the content contained in text or images into stages according to the procedure as analysis units and confirms the relationship between the analysis units and stages.

The reliability verification unit (1450) collects the CCM activities of the company and sets the operator decision type according to the classification criteria. Then, it performs the stage classification of the CCM activities through the subjects and is designed to measure the relationship between each stage.

In one embodiment, the reliability verification unit (1450) can analyze CCM activities based on the management performance reports published by a specific company in recent years and the CCM public statement of the previous year. At this time, data such as the management performance reports and CCM public statements can be input from the company operator terminal (20) or the company server. As a result, the company's customer-centered management activities can be organized into a total of 79 detailed activities.

In addition, by inputting discussion data between operators, it is possible to clarify the description of CCM activities, coordinate opinions, and set the stage of individual activities (hereinafter referred to as operator decision type) according to the previously defined classification criteria.

The reliability verification department (1450) can recruit subjects from executives and employees who can understand the company's CCM activities. In one embodiment, looking specifically at the experimental design process, the composition of the subjects can be composed of members of various positions, such as three team leaders, three managers, three assistant managers, two supervisors, and two employees. However, it is not limited thereto.

In order to help respondents understand the classification criteria of the customer-centered management framework accurately, each step can be explained in detail and cases can be written in the introduction of the questionnaire. In order for subjects to continuously refer to the classification criteria when reading the cases and deciding on the type, separate guidance materials can be provided along with the questionnaire items and responses can be entered by each respondent.

In one embodiment, the reliability verification unit (1450) compares the consistency between the types determined by the operator and the type classification judged by the respondents, and calculates the reliability index ( I _r ). In addition, the response results of the respondents, who are the subjects of the experiment, can be compared with each other to measure the PRL (Proportional Reduction in Loss) of Rust & Cooil (1994).

In one embodiment, PRL (Proportional Reduction in Loss) is a type of risk insight that is used to evaluate the importance of a specific variable through statistical analysis. The prediction performance of a model is measured without including a specific variable in the model, which is called the original loss. The prediction performance is measured again by including the variable in the model, and the loss at this time is defined as the loss including the variable, which can be calculated using the formula "PRL = (original loss - loss including variable) / original loss."

The PRL value ranges from 0 to 1, with a higher PRL value indicating that the variable has a greater impact on the model's prediction performance, and a higher PRL value indicates that the variable is considered an important variable. PRL is used to improve the model's prediction performance or to compare the relative importance of variables during variable selection or variable elimination.

To this end, the operator decision type, the type selected by the respondent, and the most frequently selected type can be organized in order on the coding sheet as shown in Table 1. Then, the types selected by each respondent are compared to see if they match, and if they do not, they are displayed as ‘Yes’.

activity
No.. Operator
Decision type respondent Most
Selection type Whether the choice types are consistent among respondents respondent
Number of agreements agreement
Possible number 1 2 … 13 1 vs. 2 1 vs. 3 12 vs.13 1 C* C C … C C Yes Yes … Yes 78 78** 2 B B D … B B No Yes … Yes 55 78 3 B B C … B B No Yes … No 32 78 : : : : : : : : : : : 79 C A C … A C No No … No 56 78 Total 3,443 6,162

* A = Customer-centered strategy establishment, B = Customer-centered system establishment, C = Customer-centered process operation, D = Customer-centered product/service improvement

**Number of possible pairwise comparisons among 13 respondents, (13×12)/2 = 78

A system (10) providing a framework for customer-centered management according to one embodiment can receive input from business operators of information related to a number of strategy-making activities and activities corresponding to system construction. In addition, information on activities corresponding to process operation and activities corresponding to product/service improvement can be further received.

Looking at the experimental results, for example, 8 activities can be analyzed for strategy establishment, 27 activities for system establishment, 30 activities for process operation, and 14 activities for product/service improvement.

Table 2 shows the results of decision types and the most frequently selected type by respondents.

Strategy formulation Building a system Process Operation Products/Services
improvement total Operator Decision Type 8 27 30 14 79 Most respondents selected 8 30(29*) 30 12(11*) 80(78*) Number of identical cases 7 26 27 10 70

As shown in Table 2, the results of the experiment according to an example, the types selected by the most respondents (hereinafter referred to as the most-selected types) from the responses of 13 executives and employees of a company were classified into 30 types each: system establishment and process operation. There were 8 types for strategy establishment and 11 types for product/service improvement. Table 2 shows the results agreed upon by the corporate analysts in advance and the results selected by the most respondents. In other words, there were 7 cases where the most-selected types of the respondents and the types determined by the analysts were the same, and in the case of system establishment, there were 26 types, in the case of process operation, there were 27 types, and in the case of product/service improvement, there were 10 types.

According to the results in Table 2, it can be confirmed that more diverse activities are carried out in the corporate system establishment stage and process operation stage. On the other hand, it can be confirmed that the number of activities is somewhat insufficient in the strategy establishment and product/service improvement stages.

In one embodiment, the reliability verification unit (1450) calculates the I _r (The Reliability Index) value suggested by Perreaul & Leigh (1989) based on the results of comparing the decision types of corporate analysts with the most frequently selected types of respondents.

At this time, if the maximum selection types of the respondents are two or more, the activity is excluded from verification, and if one of the most selected activities is the same as the analyst's decision type, the opinions of the two groups are judged to be in agreement, and the reliability of each can be calculated.

In one embodiment, the activity with multiple most-selected types was identified as 1 out of 79 activities, and when that activity was excluded, there were 70 out of 78 companies in which the most-selected type and the operator decision type were the same.

In addition, if one of the most selected types of respondents is the same as the operator's decision type, it is assumed that opinions are in agreement, and 70 out of 79 activities are judged to be the same. The reliability verification unit (1450) can calculate the I _r value as shown in Table 3 by substituting it into the formula suggested by Perreault & Leign (1989) as in Mathematical Formula 1.

Here, F _o represents the number of activities selected of the same type, N represents the total number of customer-centric management activities, and k represents the number of types.

And as shown in Table 3, in both cases, the Ir value exceeds 0.8, satisfying the minimum standard (Ir≥0.8) presented by Perreault & Leigh (1989), so the reliability verification unit (1450) can determine that reliability is secured.

Total number of companies Number of matching activities I _r (≥0.8) Excluding companies with multiple most-selected types 78 70 0.929 If it matches the operator selection type, it is adopted. 79 70 0.921

Additionally, the reliability verification unit (1450) verifies reliability through PRL (Proportional Reduction in Loss).

PRL (Proportional Reduction in Loss) is a measurement method developed to compare the response results of two different groups, and is measured based on the average agreement between respondents (Proportion of Inter-judge Agreement). In the coding sheet of Table 1 above, if the choice types between respondents match (corresponding to 'Yes'), a value of 1 can be given, and if they do not match (corresponding to 'No'), a value of 0 can be given.

The number of cases in which respondents' choices can be compared for each activity is 78 (= 13+12+11+....+1), which is the sum of the cases in which the choices of the first and second respondents, the choices of the first and third respondents, the choices of the twelfth and thirteenth respondents are compared, respectively.

The reliability verification unit (1450) adds up all the values given to the agreement results of the choice types among respondents for each of the 79 activities (1 for 'Yes' and 0 for 'No') and adds up all the values for each of the 79 activities. Then, this value is divided by the number of comparable cases of all companies, 6,162 (78 activity groups × 79 CCM activities), to obtain the average agreement. As a result, the total agreement of the respondents for the activities was 3,443, as shown in the coding sheet in Table 1, the number of comparable cases for all activities was 6,162, and the average agreement was 0.5587.

And if we substitute the average consistency of 0.5587, the number of types (4), and the number of respondents (13) into Table 4 presented by Rust&Cooil, we can confirm that the PRL is 1.00.

At this time, the reliability verification unit (1450) can be set to verify that reliability is secured when PRL is 0.7 or higher, or 0.9 or higher in marketing practice.

In one embodiment, the reliability verification unit (1450) can verify the reliability of the customer-centered management construction framework by comprehensively considering the degree of agreement between the analyst's decision type and the most frequently selected type of the respondent and the comparison results of the selection types among the respondents.

FIG. 5 is a flowchart of a method for providing a framework for customer-centered management according to one embodiment of the present invention.

In one embodiment, a method for providing a framework for customer-centered management is performed in a computing device having one or more processors and a memory storing one or more programs executed by the one or more processors, wherein the method first receives and analyzes corporate management environment data, and establishes a customer-centered strategy based on the analysis results (S500).

In one aspect of the present invention, the step of establishing a customer-centered strategy includes receiving management environment data including the diagnosis results of the entire organization of a company and the diagnosis results of a Customer Oriented Index, and deriving at least one strategic direction for reaching a mission established by a company manager based on the diagnosis results received.

Then, the organizational and internal capacity data is input and analyzed, and based on the analysis results, an activity process is established to correspond to the customer-centered strategy established in the above-mentioned establishment stage, thereby establishing a customer-centered system (S510).

And the step of establishing the system involves matching the educational content by job level, identifying the required qualifications for each job, and recommending educational content or a qualification acquisition support system by job level.

In the subsequent system building phase, a customer-centered process is operated to provide the company's products or services based on the customer-centered system built (S520).

In a characteristic aspect of the present invention, the step of operating the process monitors the response to a product or service of the enterprise provided by a predefined method included in the process.

And in the operating stage, customer-centered product and service processes provided are verified and improved (S530).

The improvement stage at this time simulates the customer-centered products and services provided in the operating stage, and suggests improvement areas and methods based on the simulation results and analysis.

The reliability of the improvement effect in the subsequent improvement stage is verified (S540).

The verification steps at this time are designed as a step of collecting the company's CCM activities, a step of setting the operator decision type according to the classification criteria, a step of receiving the step classification information of the CCM activities, and a step of measuring the relationship between the entered CCM activity steps.

In one embodiment, the verifying step calculates the I _r (The Reliability Index) value by comparing the correspondence between the operator decision type and the respondent selection type for each CCM activity in the relationship measurement step.

In another embodiment, the verification step verifies reliability by comparing the correspondence between the operator decision type and the respondent selection type for each CCM activity in the relationship measurement step and using the Proportional Reduction in Loss (PRL) based on the average agreement between respondents (Proportion of Inter-judge Agreement).

The above-described method may be implemented as an application or may be implemented in the form of program commands that can be executed through various computer components and recorded on a computer-readable recording medium. The computer-readable recording medium may include program commands, data files, data structures, etc., singly or in combination.

The program commands recorded on the above computer-readable recording medium are those specifically designed and configured for the present invention, and may also be known and available to those skilled in the art of computer software.

Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical recording media such as CD-ROMs and DVDs, magneto-optical media such as floptical disks, and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, and flash memory.

Examples of program instructions include not only machine language codes such as those generated by a compiler, but also high-level language codes that can be executed by a computer using an interpreter, etc. The hardware device may be configured to operate as one or more software modules to perform processing according to the present invention, and vice versa.

Although the present invention has been described above with reference to embodiments, it will be understood by those skilled in the art that various modifications and changes can be made to the present invention without departing from the spirit and scope of the present invention as set forth in the claims below.

10: Framework provision system 20: Operator terminal
30: Network 40: User Terminal
110: Communication interface 120: Memory
130: Input/output interface 140: Processor

Claims (11)

one processor, and
A method performed on a computing device having a memory storing one or more programs executed by one or more processors,
A step of receiving and analyzing corporate management environment data and establishing customer-centered strategies based on the analysis results;
A step of establishing a customer-centered system by inputting and analyzing organizational and internal capacity data, and establishing an activity process corresponding to the customer-centered strategy established in the establishment step based on the analysis results;
A step of operating a customer-centered process to provide the company's products or services based on the customer-centered system established in the step of establishing the above system; and
Including a step of verifying and improving the customer-centered product and service process provided in the above operating step;
The steps to establish the above customer-centric strategy are:
It receives management environment data including the diagnosis results of the company's organization and the Customer Oriented Index diagnosis results, and derives at least one strategic direction to reach the mission established by the company manager based on the diagnosis results received.
The above improvement steps are:
Simulate customer-centered products and services provided in the above operating stages, and suggest improvement areas and methods based on simulation results and analysis.
It further includes a step of verifying the reliability of the improvement effect according to the improvement plan presented in the above improvement step;
The above verification steps are:
It is designed as a step for collecting the CCM activities of a company, setting the operator decision type according to the classification criteria, a step for receiving the step classification information of CCM activities, and a step for measuring the relationship between the entered CCM activity steps.
The above verification steps are:
In the above relationship measurement step, the I _r (The Reliability Index) value is calculated by comparing the consistency between the operator decision type and the respondent selection type for each CCM activity.
The steps to establish the above customer-centric strategy are:
Analyze the company's current management environment and select strategic tasks by establishing the direction of the company's customer-centered management through the establishment of a company-wide strategy.
Through an evaluation of the company's organization and a diagnosis, mission, strategic direction, and establishment process based on this, a customer-centered management vision and strategy system map established by the company is derived.
A method for providing a framework for customer-centered management that establishes strategies by using keywords derived from documents uploaded or registered by a company through its website or corporate activity description, or from web document data including the company's advertisements uploaded on the web.
delete In paragraph 1,
The steps to build the above system are:
A method for providing a framework for customer-centered management that matches training content by job level, identifies required qualifications for each job, and recommends training content or a qualification acquisition support system by job level.
In paragraph 1,
The steps to operate the above process are:
A method for providing a framework for customer-centric management that monitors responses to a company's products or services provided by a predefined method included in the above process.
delete delete delete delete In paragraph 1,
The above verification steps are:
A method for providing a framework for customer-centered management, which verifies reliability by using PRL (Proportional Reduction in Loss) based on the average agreement between respondents (Proportion of Inter-judge Agreement) by comparing the agreement between operator decision types and respondent selection types by CCM activity in the above relationship measurement step.
one or more processors, and
A computer device having a memory storing one or more programs executed by one or more processors,
A strategy establishment department that receives and analyzes corporate management environment data and establishes customer-centered strategies based on the analysis results;
A system establishment department that receives and analyzes organizational and internal capacity data, establishes activity processes based on the analysis results to correspond to the customer-centered strategy established by the strategy establishment department, and builds a customer-centered system;
A process operation department that operates a customer-centered process to provide the company's products or services based on the customer-centered system established in the above system establishment department; and
Including an improvement proposal department that verifies and improves the customer-centered product and service process provided by the above process operation department;
The above strategy formulation department,
It receives management environment data including the diagnosis results of the company's organization and the Customer Oriented Index diagnosis results, and derives at least one strategic direction to reach the mission established by the company manager based on the diagnosis results received.
The above improvement proposal section,
Simulate customer-centered products and services provided by the above process operation department, and suggest improvement areas and methods based on simulation results and analysis.
It further includes a reliability verification section that verifies the reliability of the improvement effect according to the improvement proposal presented in the improvement proposal presentation section above;
The above reliability verification unit,
It is designed as a step for collecting the CCM activities of a company, setting the operator decision type according to the classification criteria, a step for receiving the step classification information of CCM activities, and a step for measuring the relationship between the entered CCM activity steps.
The above reliability verification unit,
In the above relationship measurement step, the I _r (The Reliability Index) value is calculated by comparing the consistency between the operator decision type and the respondent selection type for each CCM activity.
The steps to establish the above customer-centric strategy are:
Establish the direction of customer-centered management of the company through strategy establishment at the company level and select strategic tasks.
Through an evaluation of the company's organization and a diagnosis, mission, strategic direction, and establishment process based on this, a customer-centered management vision and strategy system map established by the company is derived.
A system that provides a framework for customer-centered management that establishes strategies by using keywords derived from documents uploaded or registered by a company through its website or corporate activity description, or from web document data including the company's advertisements uploaded on the web. delete