CRM을 위한 내부고객관리

Abstract

In recent years many companies are realizing the importance of customer relationship

management and are making a great amount of investment in building CRM programs.

Main focus has often been on the relationships between the firm and external customers.

However, management of internal customers is quite critical to the success of overall

customer relationship management. This paper investigates the fundamental issues that are

inherent in internal customer management for successful CRM. After the role of internal

customers is examined, the processes of internal customer management are reviewed in

detail. The strategic implications and specific action plans are then suggested.