Shangri La Hotel Singapore Essay

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Decision Support Systems 42 (2006) 1613 – 1627 www.elsevier.com/locate/dss Towards a holistic perspective of customer relationship management (CRM) implementation: A case study of the Housing and Development Board, Singapore Thompson S.H. Teo a,⁎, Paul Devadoss b , Shan L. Pan b a Department of Decision Sciences, School of Business, National University of Singapore, 1 Business Link, Singapore 117592 b Department of Information Systems, School of Computing, National University of Singapore, Singapore Received 5 November 2004; received in revised form 23 January 2006; accepted 29 January 2006 Available online 20 March 2006 Abstract 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. © 2006 Elsevier B.V. All rights reserved. Keywords: CRM; Perspectives of CRM; Holistic framework; Case study 1. Introduction As companies' business strategies become more customer-oriented with the evolution of mass customization and personalized services, information technologies (IT) are used not only to serve various departments within an organization, but also to serve end-users of the organization's products and services. Specifically, the use of IT adds a

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