Traditional B2B customers are usually seeking ways in order to
decrease the firms expense. Customizing the specific product and reducing the repeated routine cost products for them can expense least. Due to information technology developing, websites information has been becoming an important medium to reduce collecting cost and time, and it becomes a long-term relationship eventually. At the same time, more complex collaboration can 3 be implemented on networking platform. After businesses collaborate as supply chain partners, it takes the mutual benefits can give both sides an equal position to increase co- work confidence. CRM Initiative at IBM In January 2000, IBM, the $86 billion IT company, embarked on the largest Customer Relationship Management (CRM) project known at that time. Termed CRM 2000, the project aimed at ensuring that any point of interface between the customer and IBM, through any of its channels, in any country, was dealt with uniformly, providing the same service level, applying the same tools and information. In other words, IBM wanted to present a unified interface to its customers across the world. In 2004, four years after the project, the company was well on its way towards fulfilling its objective, reporting significant improvement in customer satisfaction levels. Review of Literature The goal of this review is to identify research and articles published over the past ten years related to CRM. It encapsulates the rise to prominence of CRM and much of the technology that aids in implementation of CRM concepts. The review includes both empirical studies and conceptual articles. Fournier, Dobscha, and Mick 1998; Day (2000). Utilizing a case analysis, espouses that by properly implementing information technology throughout an organization, effective relationship management can become an organizational capability. Clemons (2000) says that a tiny proportion of a company's customers will generate the bulk of its profits. Identifying, collecting and keeping these clients is the very essence of customer relationship management. Leigh and Marshall (2001) highlights that the sales function will increasingly be viewed as the firm's means of "partnering" with customers. This redefines the sales function whereby strategic account management will be the objective, which will require CRM-related processes and technologies such as lifetime customer value analysis. Ingram, LaForge, and Leigh (2001) specifically call for research on this aspect of CRM. Charles W. Jaeger (May 2005) says that, in today's business environment companies cannot afford to lose a single profitable customer. By effectively leveraging results from a customer satisfaction survey an organization can respond to their customer's needs in ways that increase revenue as well as improve customer and employee, satisfaction and loyalty. Tariq Mohiuddin Ahmed (2005) says that CRM builds especially on the principles of relationship marketing; the formal study of which goes back 20 years. CRM builds on the philosophy of relationship marketing. This emphasis on relationships, as opposed to transactions, is redefining how companies are interacting with their customers. Customer relationships have received considerable attention from both academicians and practitioners. The increasing emphasis of relationship marketing is based on the assumptions that building committed customer relationships results in greater satisfaction, loyalty, positive word of mouth, business referrals, references, and publicity. Intense competition for market share in todays market requires managers to attend to customer retention and the hows or whys of a patron returning and continuing to repurchase. Bob Thompson, founder of CRMguru.com (2007) says that relationship management (CRM) is a business strategy to select and manage the most valuable customer relationships. CRM requires a customer-centric business philosophy and culture to support effective marketing, sales, and service processes. CRM applications can enable effective customer relationship management, provided that an enterprise has the right leadership, strategy, and culture". 4 Tim Fargo (CRM project) A sales force or customer service system can identify high-value customers to sales and service forces so these customers will benefit from individualized retention activities. Rationale of the study All companies are facing massive challenges in todays highly competitive market and strive to acquire the maximum possible market share in an overcrowded market. There are certain threats which companies are facing such as:
loyal
markets.
Research Objectives 1. Understand the importance of implementing a CRM solution in a large multi-product, multinational company. 2. Study the implementation process of a mega CRM project in a leading IT company in the world. 3. Examine the rationale for implementing a CRM solution. 4. Study the challenges faced in a CRM project and identify ways to overcome them. 5. Appreciate the benefits which a company could reap after implementing a CRM solution.
Research Methodology Type of Research Exploratory Research Sample Element IBM, Gurgaon The Population All managers and CRM consultants of IBM. IBM Documentations etc. Sampling Frame CRM Consultants, Documents etc. Sample Size Around 2-3 CRM consultants. IBMs internal and external documents, reports etc. Data Collection To collect the Primary data an interview was conducted of the CRM consultants of IBM. For Secondary data will be collected from various sources like Books, Internet, Statistical handbooks, Experts, periodicals, journals, research publications etc.
The Effect of Tourism Service Quality, Tourist Destination Image and Experience of Tourist towards Tourists Satisfaction, Tourism Word of Mouth, Tourist Destination Preferences and Tourist Destination Loyalty (A Study on Foreign Tourists in Tourist Destination Area in Indonesia)