Customer Relations Management and IBM

Paper Summary:

Customer Relationship Management (CRM) is important in all industries, and current experience clearly identifies it as the dominant e-business driver. The benefits of CRM solutions are far-reaching and powerful. Typically, the ability to give your customers exactly the information they want, when they want it, is the first priority of CRM. However, as demonstrated in this paper, CRM can do much more. This paper examines how the computer company, IBM, has tailored CRM solutions to meet its unique business needs. It critically evaluates CRM and its benefits to IBM as it forges ahead in e-business, and it also shows how IBM has implemented and leveraged CRM as an effective e-business tool.

Table of Contents
Abstract
Introduction
Statement of the Problem
Hypothesis
Rationale
Literature Review
IBM's Role in the CRM Market
Impact Assessment
Competition
Advantages of Customer Relationship Management
Case Studies
IBM's Vision of CRM
Methodology
Implementing CRM
Results, Discussion and Conclusion
CRM Results
CRM Transformation
IBM's Challenge
IBM Value Proposition
Recommendations for Implementing CRM
CRM Strategy
Sales Productivity
Reduced Risk
Conclusion
Bibliography
Appendices
Endnotes

From the Paper:

"Currently, IBM's CRM initiative is one of the largest in existence (CIO.com, 2003). When completed in 2005, IBM's hundreds of thousands of customers, employees and partners will have a single, integrated view of customer information, which will be shared across applications, time zones, business units, and more. IBM uses Siebel Systems' eBusiness applications (more than 80,000 licenses have been purchased), IBM's DB2 database, WebSphere e-business infrastructure software, MQSeries messaging software and a combination of IBM eServer pSeries systems coupled with an enterprise storage server (aka Shark)."

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