CUSTOMER RELATIONSHIP MANAGEMENT IN AN ELECTRONIC ECONOMY
Anthony S. Atkins, Anthony Marsh
2004
Abstract
In the last few years Customer Relationship Management (CRM) has been the subject of considerable interest in the business world. This has sometimes resulted in exaggerated claims about the benefits on offer to organisations. This paper provides an insight to the underlying concepts of CRM, the technological changes, and the impact to the organisational structure, its processes and the three main business divisions relied upon to deliver customer intimacy – specifically, Customer Service, Marketing and Sales. The paper highlights examples where CRM initiatives have been implemented for cost savings, profitability growth and a competitive advantage. The paper also outlines how many organisations are seeking to realign and empower the lower ranks of the business to nurture and harvest one-to-one customer relationships. The paper indicates that organisations need to review business operations in order to meet the challenges of delivering customer focus and outlines a framework as a planning tool to utilise CRM technology.
References
- Alexander, D., Turner, C., 2001. The CRM Pocketbook. Management Pocketbooks
- Chase, P., 2001. Beyond CRM: The Critical Path for Successful Demand Chain Management. [Online] Scribe Software Corporation. From:
- http://crm.ittoolbox.com/documents/document.asp?i=1670
- Delahoz, L., 1999. Leveraging your legacy systems in pursuit of Customer Relationship Management. [Online] Montgomery Research. From:
- http://www.crmproject.com/documents.asp?d_ID=746
- Diver, A., 2002. CRM: May the sales force be with you. [Online] SAM Magazine. From:
- http://www.sammag.com/docs/543.html
- Dragoon, A., 2002. Bowling for Customers. [Online] CIO Magazine. From:
- http://www.cio.com/archive/091502/bowling.html
- Dyche, J., 2002. The CRM Handbook, 2nd Printing, Addison Wesley
- Everett, C., 2002. The problem with customer relationships. Computer Weekly, 15th March 2002
- Fickel L., 2001. Unplugged: A wireless odyssey. [Online] Oracle Magazine, January 2001. From:
- Findlay, C., 2000. CRM: What's it all about? [Online] Latitude Solutions Limited. From:
- http://crm.ittoolbox.com/documents/document.asp?i=1222
- Friedlein, A., 2001. eCRM meets CRM: An Executive Briefing. [Online] Wheel Group. From:
- http://crm.ittoolbox.com/documents/document.asp?i=1296
- Gardner, B., 2001. Back to the Front End: Automating the whole Sales Lifecycle. [Online] Selltis. From:
- http://crm.ittoolbox.com/documents/document.asp?i=2249
- Garland, C., 2002. CRM: It's a people thing. [Online] eCustomer Service World, From:
- http://www.ecustomerserviceworld.com/earticlesstore_arti cles.asp?type=article&id=1551
- Kaakani, Z., 2001. Can Mobile OSs Meet e-Business Needs?. [Online] ADT Magazine, 1st January 2001. From: http://www.adtmag.com/article.asp?id=2671
- Kahle, D., 2000. Is your sales system clogged with accumulated junk? [Online] Sales Lobby. From:
- http://www.saleslobby.com/Mag/1200/FEDK.asp
- Khanna, S., 2000. Integrating CRM Applications with Enterprise. [Online] CRM ITToolbox, From:
- http://crm.ittoolbox.com/documents/document.asp?i=835
- Khera, M., 2000. Customer Relationship Management: Beyond the Buzz. [Online] United Customer Management Solutions. From:
- http://crm.ittoolbox.com/documents/document.asp?i=430
- Kurtyka, J., 2001. Complex Marketing: Why Multichannel CRM Really Works. [Online] DM Review May 2001. From:
- http://dmreview.com/master.cfm?NavID=193&EdID=333 7
- Manning, I. 2000. Data Warehousing, [Online] From: http://www.manning.demon.co.uk/
- McKenna. R,. 2002. CIO As Marketeer. [Online] Optimise Magazine/TechWeb Business Technology Network. From:
- http://www.optimizemagazine.com/issue/008/marketing.ht m
- McMahon, T., 2003. CRM, Not the solution. [Online] DestinationCRM. From:
- http://www.destinationcrm.com/articles/default.asp?Articl eID=3345
- Nolan, R., 1979. Managing the crisis in data processing. Harvard Business Review, March-April, 115-126.
- Payne, A., 2000. Customer Relationship Management. [Online] Key note address to the Inaugural Meeting of the Customer Management Foundation, London. From: http://crm.ittoolbox.com/documents/document.asp?i=9 22
- Saran, C., 2003. Survey finds big variation in ERP costs. Computer Weekly, 6th March 2003.
- Shaw, R; Atkins, A. S., 2004. Developing an Intranet and Extranet Business Application for a Large Travel Agent. ICEIS Portugal, April 2004.
- Tanoury, D., 2003. Beyond CRM: A New Strategy for Service. [Online] CRM ITToolbox, From:
- http://crm.ittoolbox.com/documents/document.asp?i=2824
- Vellmure, B., 2003. Why bother with Customer Centricity. [Online] Initium Technology. From:
- http://crm.ittoolbox.com/documents/document.asp?i=2778
Paper Citation
in Harvard Style
S. Atkins A. and Marsh A. (2004). CUSTOMER RELATIONSHIP MANAGEMENT IN AN ELECTRONIC ECONOMY . In Proceedings of the First International Conference on E-Business and Telecommunication Networks - Volume 1: ICETE, ISBN 972-8865-15-5, pages 103-110. DOI: 10.5220/0001386401030110
in Bibtex Style
@conference{icete04,
author={Anthony S. Atkins and Anthony Marsh},
title={CUSTOMER RELATIONSHIP MANAGEMENT IN AN ELECTRONIC ECONOMY},
booktitle={Proceedings of the First International Conference on E-Business and Telecommunication Networks - Volume 1: ICETE,},
year={2004},
pages={103-110},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001386401030110},
isbn={972-8865-15-5},
}
in EndNote Style
TY - CONF
JO - Proceedings of the First International Conference on E-Business and Telecommunication Networks - Volume 1: ICETE,
TI - CUSTOMER RELATIONSHIP MANAGEMENT IN AN ELECTRONIC ECONOMY
SN - 972-8865-15-5
AU - S. Atkins A.
AU - Marsh A.
PY - 2004
SP - 103
EP - 110
DO - 10.5220/0001386401030110