A CRM technology model for the telecommunication industry

Al-Ghattas, HF

A CRM technology model for the telecommunication industry

Al-Ghattas, HF

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Publication Type:: Thesis
Issue Date:: 2005

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Field	Value	Language
dc.contributor.author	Al-Ghattas, HF
dc.date.accessioned	2015-12-21T21:40:53Z
dc.date.available	2015-12-21T21:40:53Z
dc.date.issued	2005
dc.identifier.uri	http://hdl.handle.net/10453/41044
dc.description	University of Technology, Sydney. Faculty of Information Technology.	en_AU
dc.description.abstract	Planning and implementing a Customer Relationship Management (CRM) System affecting the attention of senior management within the majority of organizations. A CRM is no longer a fancy word but a necessity enforced by the impact of e-Business and the increased competition. Current interest in CRM is not limited to a specific industry or to a certain company size. This study is a comprehensive analysis of the CRM process. It starts by exploring the components of the CRM process with a special focus on the role of Knowledge within such process. Then the study highlights how CRM is currently implemented, how it is related to the customer life cycle and to all possible customer interaction points. Moreover, methodologies used in designing CRM systems were investigated and CRM services were identified. Finally, the study concludes by determining how we can measure the performance of implementing a CRM system, and then identify the challenges facing existing CRM systems. I backed up my study with a CRM model for a hypothetical telecommunication company. The model presented was used to highlight how capturing and managing information about customers across all contact channels will affect the CRM process of the company. The model was used as a basis for presenting technology tools used in implementing a CRM system. Models presented for the system were based on the rich picture technique. My study goes beyond highlighting the importance of knowledge, to the discussion of how the customer explicit knowledge could be captured, and what Knowledge Management tools can be embedded within the day to day business process. Such tools will work on tacit as well as explicit knowledge. CRM is not a common process among all industries. The Banking and Finance, Telecommunications, Health Care and Airline industries have new operational challenges issues that are discussed thoroughly. Additionally different design methodologies for CRM process do exist and were presented within the body of the study. The ideal CRM design methodology relies on the size and the nature of the business and should always consider the knowledge element. CRM is not an isolated process that could be implemented separately from other processes within the business. As a matter of fact, there are two essential elements that come into play here; total integration within all areas, and firm support from senior management. Further research areas required are highlighted. Such areas are required to resolve obstacles and limitations, not only with the design I proposed through this study, but also within the existing commercially available CRM systems. Research areas proposed are not limited to personalization, trust and the measurement of the CRM process.	en_AU
dc.format	Thesis (MSc)
dc.language.iso	en_AU	en_AU
dc.relation	https://opus.lib.uts.edu.au/bitstream/10453/41044/7/02whole.pdf
dc.rights	The author owns the copyright in this thesis including all reproduction and reuse rights for the work. The work may not be altered without the permission of the copyright owner. Attribution is essential when quoting or paraphrasing from this thesis.
dc.rights	info:eu-repo/semantics/openAccess
dc.rights	au.edu.uts.lib/ppc
dc.title	A CRM technology model for the telecommunication industry	en_AU
dc.type	Thesis	en_AU
utslib.copyright.status	open_access

Abstract:

Planning and implementing a Customer Relationship Management (CRM) System affecting the attention of senior management within the majority of organizations. A CRM is no longer a fancy word but a necessity enforced by the impact of e-Business and the increased competition. Current interest in CRM is not limited to a specific industry or to a certain company size. This study is a comprehensive analysis of the CRM process. It starts by exploring the components of the CRM process with a special focus on the role of Knowledge within such process. Then the study highlights how CRM is currently implemented, how it is related to the customer life cycle and to all possible customer interaction points. Moreover, methodologies used in designing CRM systems were investigated and CRM services were identified. Finally, the study concludes by determining how we can measure the performance of implementing a CRM system, and then identify the challenges facing existing CRM systems. I backed up my study with a CRM model for a hypothetical telecommunication company. The model presented was used to highlight how capturing and managing information about customers across all contact channels will affect the CRM process of the company. The model was used as a basis for presenting technology tools used in implementing a CRM system. Models presented for the system were based on the rich picture technique. My study goes beyond highlighting the importance of knowledge, to the discussion of how the customer explicit knowledge could be captured, and what Knowledge Management tools can be embedded within the day to day business process. Such tools will work on tacit as well as explicit knowledge. CRM is not a common process among all industries. The Banking and Finance, Telecommunications, Health Care and Airline industries have new operational challenges issues that are discussed thoroughly. Additionally different design methodologies for CRM process do exist and were presented within the body of the study. The ideal CRM design methodology relies on the size and the nature of the business and should always consider the knowledge element. CRM is not an isolated process that could be implemented separately from other processes within the business. As a matter of fact, there are two essential elements that come into play here; total integration within all areas, and firm support from senior management. Further research areas required are highlighted. Such areas are required to resolve obstacles and limitations, not only with the design I proposed through this study, but also within the existing commercially available CRM systems. Research areas proposed are not limited to personalization, trust and the measurement of the CRM process.

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http://hdl.handle.net/10453/41044