Recently, open-source and free-software software companies have emerged as hard competitors coming into the arena. In the hardware significant investments scenario, software is acquired by means of software licences and professional services for the purchased "suite solutions" customization. Therefore, worldwide expenditures on CRM consulting and systems integration are likely in the range of $6 billion per year. In principle, companies can spend two to three times the initial license costs on systems integration services and new installation/support hardware. Forrester (Bald, Ragsdale, Ferrusi Ross& Schuler, 2006) pointed that enterprises would spend about $3 billion worldwide on new CRM software licenses in 2006. Speaking in layman terms, business firms around the globe are spending billions of dollars a year on what software suppliers call ''CRM technology'' (Zablah, Bellenger & Johnston, 2004). Although all CRM definitions differ somewhat, they all focus on such individual and longitudinal buyer-seller relationship when both parties benefit from the relationship established (Sin, Tse & Yim, 2005). CRM applications can enable effective Customer Relationship Management, provided that an enterprise has the right leadership, strategy, and culture". CRM requires a customer-centric business philosophy and culture to support effective marketing, sales, and service processes. Improving the effectiveness and efficiency of the processes involved in customer relationships.Ī proof-of-concept example is the CRM portal CRMGuru ( ) where the CRM concept is defined as the following: "Customer Relationship Management (CRM) is a business strategy to select and manage customers to optimize long-term value. Managing customer relationships in a single way, regardless of the communication channel: telephone, website, personal visit. Having an integrated, single view of customers, by using analytical tools. Other authors (Greenberg, 2001) define CRM in terms of the kind of process that CRM makes possible: There are several definitions of CRM in the literature, for example the one provided by Dyché (2002) who defines the concept as "The infrastructure that enables the delineation of and increase in customer value, and the correct means by which to motivate customers to remain loyal, indeed to buy again". CRM refers to a customer-focused business strategy. Keywords: Customer Relationship Management, CRM, Methodology, Customization, Software Engineering.Ĭustomer relationship management (CRM) has become a research focus in the academic field since Ives and Learmonth (1984) put forward the customer relationship life cycle (CRLC) concept. Based on the two de-facto complementary standards for the implementation and development of Information Systems, namely the ESA and Dyché CRM systems implementation methodology, in this paper, we provide a CRM business solutions customization methodology which pertains independently to the integration and tool maker perspective. In this scope, a unified methodology centered on CRM solutions is of paramount importance since it has traditionally been linked to either system integration or overall solution design. Presently, the manufacturers figure in the market has dramatically decreased because of continuous takeovers and merges, but it has on the other hand gained momentum because of the sudden open-source and on-demand solutions appearance. Universidad 30, Leganés, 28911, Madrid (Spain)įax: +34 624 94 importance and presence of technological solutions in organizations supporting CRM are a vital business fact from the late nineties. Universidad de Carlos III de Madrid, SpainĪv. Ricardo Colomo Palacios Juan Miguel Gómez Berbís Ángel García Crespo An integrated methodology for customer relationship management customization
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |