عنوان انگلیسی مقاله:

Towards a holistic perspective of customer relationship management (CRM) implementation: A case study of the Housing and Development Board, Singapore

ترجمه عنوان مقاله:  نگاهی به چشم انداز کلی در زمینه اعمال مدیریت روابط با مشتری مطالعه موردی: پژوهشی انجمن تحول و مسکن

رشته: مدیریت ارتباط با مشتری

سال انتشار: 2013

تعداد صفحات مقاله انگلیسی: 15 صفحه

منبع: الزویرو ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Organizations have increasingly recognized the importance of managing customer relationships, and many organizations are turning to customer relationship management (CRM) to better serve customers and facilitate closer relationships with them. This paper examines the implementation of CRM at the Housing and Development Board (HDB) in Singapore. The CRM architecture (comprising operational CRM, collaborative CRM and analytical CRM) deployed at HDB reflects a holistic approach to CRM implementation that integrates three key perspectives of CRM, namely, the business, technology and customer perspectives. Drawing from the case study, we present a holistic framework for CRM that binds information technologies with business processes for the delivery of high service quality.

Keywords: CRM; Perspectives of CRM; Holistic framework; Case study

مدل مقاله

ساختار  CRM در HOB

http://modir3-3.ir/article-english/article131.PNG

منبع: (Teo and all, 2006: 1620)

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