IBM's ECRM Initiatives


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : ITSY044 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

eCRM Project Implementation
Case Length : 11 Pages
Period : 1997-2003
Pub Date : 2004
Teaching Note : Not Available
Organization : IBM
Industry : IT
Countries : US

Abstract:

The case discusses the Customer Relationship Management (CRM) solution implemented by the US-based IT giant IBM. It discusses the circumstances which led IBM into conceiving and implementing CRM solution in association with the leading CRM software vendor - Siebel Systems.

The case discusses in detail the process followed by IBM to implement the CRM solution describing its systems architecture. It also discusses the challenges faced by IBM in implementing the solution and the benefits reaped by the company after the implementation

Issues:

» Understand the importance of implementing a CRM solution in a large multi-product, multinational company.

» Study the implementation process of a mega CRM project in a leading IT company in the world.

» Examine the rationale for implementing a CRM solution.

» Study the challenges faced in a CRM project and identify ways to overcome them.

» Appreciate the benefits which a company could reap after implementing a CRM solution.

Contents:

  Page No.
Introduction 1
Background Note 2
Implementing CRM 2000 4
Implementation Issues 5
The Benefits 6
Exhibits 7

Keywords:

IBM, Customer Relationship Management, eCRM, Mega CRM Project, Channel Integration, Customer Segmentation, CRM Implementation, Partner Relationship Management, Systems Architecture and eCRM Applications

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