Adebanjo, D. ORCID: 0000-0003-4845-9411 (2006) Evaluating the effects of Customer Relationship Management using modelling and simulation techniques. In: 2006 IEEE International Conference on Management of Innovation and Technology (ICMIT). Institute of Electrical and Electronics Engineers, Piscataway, NJ, USA, pp. 451-454. ISBN 1-4244-0147-X (doi:https://doi.org/10.1109/ICMIT.2006.262203)

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Abstract

By adopting a process view of CRM, the research presented in this paper uses the 'witness' modelling and simulation software to demonstrate a novel method for measuring CRM. The process chosen was the customer order process of a case study organisation considering various options for CRM development. The process commenced from the processing of a new order and ended at the shipment of goods to the customer. The implications of the findings are that organisations can clearly determine the potential efficiencies of activities and players in the CRM process. Consequently, direct attribution to costs can be made through more conventional indices such as ROI and employee resource analysis. In conclusion, the research has demonstrated the novel applicability of simulation to the measurement of process CRM effectiveness and provides valuable new insight into the development of the concept and practice of customer relationship management.

Item Type:	Conference Proceedings
Title of Proceedings:	2006 IEEE International Conference on Management of Innovation and Technology (ICMIT)
Additional Information:	[1] Paper presented and published in Volume 1 of the proceedings of the 2006 IEEE International Conference on Management of Innovation and Technology (ICMIT), held 21-23 June 2006, Singapore. [2] E-ISBN : 1-4244-0148-8; Print ISBN: 1-4244-0147-X.
Uncontrolled Keywords:	CRM, customer relationships, modelling
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business > Networks and Urban Systems Centre (NUSC) > Supply Chain Management Research Group
Related URLs:	Publisher
Last Modified:	14 Oct 2016 09:27
URI:	http://gala.gre.ac.uk/id/eprint/11288

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