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Essay / Research Paper Abstract
This 63 page paper looks at a problem; the large number of firms that are unable to gain value from CRM implementations and, supported by an in-depth literature review and simulated primary research (provided by the student) explores the potential for increased potential value to be created by integration CRM with customer centric business models. The bibliography cites 81 sources.
Page Count:
63 pages (~225 words per page)
File: TS14_TEcrmccbm.doc
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Unformatted sample text from the term paper:
2.4 Summary 29 3. Customer Centric Business Models 29 3.1 The CCBM Concept 30 3.1.1 Defining CCBM 30 3.1.2 Why CCBM? 33 3.2 Conditionality 36 3.2.1 Attitudes 36 3.2.2 Structure 38 3.2 CCBM in Practice 41 3.3.1 Implementation Considerations 41 3.4 Critical Success Factors 43 3.5 Summary 46 4. Merging CRM with CCBM 46 4.1 Primary Reseach
Approach 48 4.1.1 Methodological Framework 48 4.1.2 Research Process 50 4.2 Research Results 51 4.3 Summary 65 5. Conclusion 65 References 70 Glossary 74 Appendix 1 75 Appendix 2 75 Figures Figure 1 Important Management Topics in 2002 17 Figure 2
CRM Gap Analysis 20 Figure 3 Basic Components of CRM Information System 21 Figure 4 Customer Barometer 29 Figure 5 Porters Generic Strategies 31 Figure 6 Customer Lifetime Value 34 Figure 7 Hierarchy and Customer
Centric Organisational Structure 39 Figure 8 Push Organization 41 Figure 9 Sectors Represented In The Survey 52 Figure 10 Work Areas of Respondents 53 Figure 11 Core Competencies 53 Figure 12 Tier Model of Influencing
Processes 55 Figure 13 Negotiating Power 56 Figure 14 Negotiating Power by Sector 57 Figure 15 Customer Centric Profile 58 Figure 16 Customer Barometer 59 Figure 17 Customer Centric Index 61 Figure 18 Cluster Distribution 62
Figure 19 Cluster 1, The Non Identifiable Company 62 Figure 20 Cluster 2 The Customer Orientated Company 63 Figure 21 Cluster 3 The Balanced Company 64 Tables Table 1 Comparing
traditional marketing to CRM 19 Table 2 Abbreviations 60 Table 3 Customer Centric Index 60 Table 4 Correlation of customer centric approach and margin or market share 65
1. Introduction 1.1 The Problem Customer relationship management has become increasing popular,
with the aim of increasing the bottom line by managing a core asset of any business; the customers in order to manage and leverage the relationship that they have with
the firm (Rigby, 2004). The general rhetoric, especially in the trade magazine articles focus, on the value that can be created. However, even advocates of the system recognise that there
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