Customer Relationship Management: Beyond A Commodity Process
نویسندگان
چکیده
The paper reported and conceptualized the strategic planning process and rationale behind the introduction of a customer relationship management (CRM) project. Based on the differentiation between core competencies and commodity processes, a case study, focusing on the setting up and management of a customer services call center, is conducted to examine how managers evaluate options available to them. Our findings show that a strategic intent serves as a great source of influence in managers’ decisions in evaluating and deciding potential options. Also, our findings suggest that the strategic intent needs to be closely aligned with the way managers perceive their CRM efforts based on the differentiation between core competencies commodity processes.
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