CRM pre-implementation framework : a case study of Naret Group

Pao Yue-kong Library Electronic Theses Database

CRM pre-implementation framework : a case study of Naret Group

 

Author: Fung, Yin-ching Janet
Title: CRM pre-implementation framework : a case study of Naret Group
Degree: M.Sc.
Year: 2011
Subject: Hong Kong Polytechnic University -- Dissertations
Naret Group
Customer services -- Management
Small business -- Management
Marketing -- Communication systems -- Data processing.
Department: Dept. of Industrial and Systems Engineering
Pages: vii, 78 leaves : ill. ; 31 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b2442222
URI: http://theses.lib.polyu.edu.hk/handle/200/6115
Abstract: Globalization and technological developments over the past decades have resulted in an increase in customer demand and market competition, prompting enterprises to adopt more flexibility and encompass innovation to supply products and services of better quality to their customers. Organizations are shifting their business strategies from product-centric to customer-centric. In recognizing the need to be more customer-centric, many businesses strive to focus more on retaining and attracting customers through effective and efficient customer relationship management (CRM) techniques. CRM has been widely practiced in western countries. Despite the rapid adoption of CRM in the global market, the implementation and utilization of CRM in China is still in its developmental phase. In view of the potential growth and increasing opportunities in SMEs industry, more enterprises need CRM to help in building and in retaining relationships with their customers. The objective of this study is to develop a CRM pre-implementation framework for Naret Group to evaluate its readiness towards CRM projects. By adopting the module of Nykamp (2001), a three-stage framework was established and used to determine the organization's appropriateness towards CRM. After preliminary tested in Naret Group, some critical items were suggested for further action so that Naret can decide which items to approach first for improvement of the organization in getting closer to its customer's requirements. Finally, through the working process of trial running this framework in Naret Group, a roadmap for pre-implementing a CRM project is suggested to organizations that wish to implement CRM in the future.

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