Customer Relationship Management Report
Lecturer: Dondjio. I
Group 3
14122723 Ji-Hye Choi
14124262 Jinkeyung Baek
14125064 Xiaomin Chen
14128858 Maxime Gouge
Contents
1. Introduction 2
1.1 Executive Summary 2
1.2 The Definition of CRM 2
1.3 The Necessity of CRM 3
2. Critical analysis of CRM 4
2.1 What causes the failure of CRM? 4
2.2 Future of CRM 6
3. Brief Summary and Analyze Cases 8
3.1 Case Summaries 8
3.2 Cases Analysis 9
4. Answer and Analyze Case Questions 11
4.1 Identify strategies for the CRM project implementation. 11
4.2 Identify reasons contributing to the failure of the CRM implementation at Mashkin. 11
4.3 Discuss the current state of CRM practice in emerging markets using the example of Russia. 12
4.4 What additional challenges might companies in Russia face in implementing CRM projects? 12
5. Conclusion 13
Reference 14
1. Introduction
1.1 Executive Summary
In the past, consumers were just anonymous people who consume products and services that companies provide. However, as technology and internet developed, the level of the customer information increased. Also, consumers want to satisfy not only their needs, but wants. Therefore, in the past, companies advertised themselves to unknown many people. However, nowadays, companies segment customers and target on specific segmentation which they want to attract. For this, companies started to sensitively analysed customers response, and maintain long-term relationship with them. This is called CRM (Customer Relationship Management).
1.2 The Definition of CRM
a. CRM(customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way (Techtarget)
b. Customer Relationship Management (CRM) is a strategy for managing all your company’s relationships and interactions with your customers and potential customers (Salesforce)
c. CRM is the name for any system or model used to manage a
Group 3
14122723 Ji-Hye Choi
14124262 Jinkeyung Baek
14125064 Xiaomin Chen
14128858 Maxime Gouge
Contents
1. Introduction 2
1.1 Executive Summary 2
1.2 The Definition of CRM 2
1.3 The Necessity of CRM 3
2. Critical analysis of CRM 4
2.1 What causes the failure of CRM? 4
2.2 Future of CRM 6
3. Brief Summary and Analyze Cases 8
3.1 Case Summaries 8
3.2 Cases Analysis 9
4. Answer and Analyze Case Questions 11
4.1 Identify strategies for the CRM project implementation. 11
4.2 Identify reasons contributing to the failure of the CRM implementation at Mashkin. 11
4.3 Discuss the current state of CRM practice in emerging markets using the example of Russia. 12
4.4 What additional challenges might companies in Russia face in implementing CRM projects? 12
5. Conclusion 13
Reference 14
1. Introduction
1.1 Executive Summary
In the past, consumers were just anonymous people who consume products and services that companies provide. However, as technology and internet developed, the level of the customer information increased. Also, consumers want to satisfy not only their needs, but wants. Therefore, in the past, companies advertised themselves to unknown many people. However, nowadays, companies segment customers and target on specific segmentation which they want to attract. For this, companies started to sensitively analysed customers response, and maintain long-term relationship with them. This is called CRM (Customer Relationship Management).
1.2 The Definition of CRM
a. CRM(customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way (Techtarget)
b. Customer Relationship Management (CRM) is a strategy for managing all your company’s relationships and interactions with your customers and potential customers (Salesforce)
c. CRM is the name for any system or model used to manage a