客戶價值經營模式探討-以資訊軟體服務業D公司為例

Abstract

面對金融海嘯的衝擊，讓站穩台灣企業應用軟體龍頭的D公司感受到，公司原有的組織結構與運籌程序，無法有效因應外在環境的劇烈變化，在一片紅海的廝殺競爭下，包含國際大廠搶進中型規模之客戶市場，商機的掌握度大不如前，因而未能達成既定的營收目標與企業成長，且原有的客戶也對舊有的服務模式感受不到價值，在競爭對手的強力挖掘下流失不少老客戶，此讓D公司痛定思痛以企業變革的思維，重新融入客戶價值訴求的精神，塑造新的營運程序與服務模式，期望以主動服務創造價值的方式，精進客戶管理、取得客戶信任與客戶維繫黏著的關係，以再創下一次公司發展的高峰。

本研究主要以D公司在不同運籌面，包含業務運籌(Sales)、顧問運籌(Consultant)、服務運籌(Service)三個主要直接接觸客戶的面向，針對所推展的變革程序與作法進行研究，以了解所推動客戶價值經營模式是否有效，並透過關鍵績效指標(KPI)觀察16個月的營運績效變化，來了解新模式的運作所帶來的具體改善與不足處，以作為D公司客戶價值經營的持續改善方向參考，並達成帶給客戶價值也創造D公司企業本身價值的雙贏目標。

Facing the impact of financial tsunami, D-Company had experienced key issues to sustain its competitive advantages in Taiwan enterprise application software market. The original organization and business flow of D company cannot effectively confront the challenges and violent changes of external environments. The big international software vendor competes for entering the medium-sized market. D company has diminished its ability to grasp the opportunity of market, and fails to reach the target of revenue and vision of enterprise. Customers can not experience the added value from existing service model, and D company has lost many customers due to strong competitions from other companies. Accordingly, D-Company has re-engineered its service model and process so as to provide more customer values to its customers. Customer managerial capability of D-company has improved to obtain customers’ trust and create strong relationships with its customers.

This research investigates the re-engineering of D-company’s service model and process from different perspectives of direct contact with customers, including the selling cycle, implementation cycle and service cycle. The change procedures and practices of D-company’s service process are investigated to evaluate the effectiveness of promoting customer value business model. Moreover, the improvement and deficiency of the new service process are analyzed by observing the key performance indicator (KPI) of business performance over 16 months. The research result can be the references for re-engineering the service model and process in information software service industry, and promoting the win-win goal of bringing values to both customers and case company.