||The customers’ personal information is the source and core of an enterprise’s CRM activities. With immediate and accurate customer information enable enterprises to go through appropriate channels, select the proper time with the suitable product or service to communicate with the favorable customers at the lowest cost to achieve the greatest effect.|
However, with the development of information technology and personal data abuse, people have gradually increased the concerns for privacy. To consistent with the protection of personal information and to promote the rational use of the information, the new version of personal information act came into effect last year. It expanded its specification object to all enterprises, protects all forms of personal information, and no longer limited by "processed by computer" information. It increased many enterprises’ obligations of conducts. Enterprises which were not restricted by the past act were greatly influenced and impacted in order to meet the requirements of the new version of act.
This study is to explore how an enterprise changes its CRM activity process in order to obey the new version of personal information act, provide specific recommendations to adjust practices, through the questionnaire data analysis to explore how customers response to the enterprises’ CRM activities. For example, enterprises can enhance friendliness of the notification, clarity of the contents, and the effective protection of the identity of the customers. It can also provide customers convenient and easy channels to refuse marketing, obtain certification, and increase customers confidences and willingness to provide their personal information to the enterprise for establishing a permanent and mutually beneficial relationship.