在激烈競爭的飽和市場中，客戶行為的變動性常使得客戶價值呈現不穩定且難以預測的情形，進而常使得企業的行銷規劃和戰術計劃變得沒有效率也沒有效用。本文提出一個客戶價值管理(CPM)的架構及其實務應用方法，可使企業能更加及時反應客戶的需求，同時有效地帶動整體客戶價值的成長。首先，藉由大型資料庫和客戶分析所建立的客戶價值監視機制，能使企業引導客戶的遷移行在企業期望的軌跡上，進而達到其行銷的目的。其次，依據客戶價值監視機制所累計收集的客戶心聲(VOC)，本文提出改善的品質功能展開方法(QFD)，可使企業獲得組織改造的突破，同時強化其客戶價值管理的作業流程。最後，本文也提出一個模糊最佳化模式來提高前述QFD方法在分析步驟中的執行品質和有效性。實證的應用在一家電信公司上獲得很好的成效，無論在使用產品的客戶數、產品的使用率、新產品的接受度、和整體的客戶價值成長都有顯得的進步；同時該公司經由此應用也培養出發展整體性且客戶導向策略的能力與技術，可在有限的資源下更加厚實其客戶價值管理的穩定基礎。

In a saturated and competitive market, the dynamic nature of customers’ behavior increases the unsteadiness and unpredictability of customer profitability, making marketing planning and tactics development inefficient and ineffective. This thesis provides a framework of Customer Profitability Management (CPM) and its implementation that enables a firm to be more responsive to customer needs and facilitates the growth of customer equity.
The basic approach is first, the mechanism of Customer Profitability Monitoring is built by making use of huge database and customer analysis to help a firm lead customer migration along desired tracks to eventually achieve its marketing goals. Next, based on the Voices of Customers (VOC) accumulated in the process of customer profitability monitoring, a firm can develop an integrated service strategy by the proposed Quality Function Deployment (QFD) system to guide her organizational breakthrough and consolidate her CPM operations. Finally, a fuzzy optimization model is adopted to improve the effectiveness and assessment quality of QFD process.
The proposed system has been implemented by a telecom company. From the improvement on the number of active customers, the product usage, the adoption of new products, and the growth of customer profitability, the developed CPM system has shown its effectiveness in practice. Moreover, through the application, the company has cultivated the skills and abilities to develop an integrated and customer-oriented service strategy to consolidate the stability of customer profitability while exploiting possible resources.

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