Group Annotated Bibliography
Owen Plamenco
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Source 1: Article
“Strategic issues in customer relationship management (CRM) implementation
By: Christopher Bull
This article provides basic information regarding customer relationship management
systems. It states that CRM systems are information systems that help companies
improve customer focus by effectively using customer information/knowledge to help
make repeat purchases. According to the article, there are increasing number of
companies implementing and spending money on such information systems. Despite the
upward trend in its use, there are implementation issues regarding CRM systems and an
example of this is given through a case study of ELMS Limited which is a small/medium
sized UK-based manufacturing company. Through the analysis of the implementation
issues of CRM systems within ELMS, it shows how CRM systems, alone, are not
sufficient enough and require other strategies to effectively work.
This article’s relevance to our topic is quite significant as it provides an in depth look into
CRM systems including a brief overview of the information system, its implementation
issues with specific examples, and the author’s opinion based on the results.
Source 2: Article:
“Customer Relationship Management (CRM) systems, intermediation and
disintermediation: The case of INSG
By: Christopher Bull
This article gives brief background information on customer relationship systems- a
system which emphasizes customer value. Despite its obvious use, this article tries to
answer what kind of impact CRM systems would have on companies with intermediary
relationships with other companies. Included in the article is a case study which depicts
an international company known as INSG which provides insurance services and how
they designed and utilized their own CRM information system with regards to their
numerous intermediaries. Through their CRM system, INSG discovered several
strategies they can apply to improve performance and customer value. First, eliminate
weaker intermediaries, second evaluate the performance of their intermediaries & take
notice of the results, and acquire those that had a positive impact on the company. A well
designed CRM system can improve customer service through uses of intermediaries like
that if INSG.
The relevance of this article, with regards to our topic, is very much significant as it
addresses another aspect of CRM systems and is shown through specific examples
including real companies that have experiences within the topic.
Source 3: Article
“Making customer relationship management work: evidence from the banking industry in
Taiwan”
By: Nan-Hong Lin, Wen-Chen Tseng, Yu-Chung Hung, David C. Yen
This article states the key to success in most companies is retaining its customers by
improving, developing, and maintaining customer relationships through effective
customer relationship management information systems. This is due to the fact that
customer value is directly correlated to customer relationship management. The article
uses a specific example of the banking industry in Taiwan to portray the relationships
between CRM systems and customer value. In addition, it shows the different subrelationships within them (ie. customer loyalty, customer behavior, and customer
satisfaction) and ultimately how one can make CRM work. It does so through an RFM
model (recency, frequency, and monetary) which records customers’ past purchases,
determining the relationship outcomes through various customer attributes,
questionnaires, data collection/research, and through structural equation modeling (SEM)
which measures the relationship between the data and research.
This article is highly relevant to that of our topic for the fact that the whole article gives
clear detailed descriptions of important concepts and an in depth analyses between
relationships related to CRM. Also, the article includes models which are good analytical
tools in organizing and visualizing data.
Source 4: Book
“Customer Relationship Management Systems Handbook”
By: Duane E. Sharp
This book is solely based on the different aspects regarding customer relationship
management systems. It is a text that goes in depth into the topic and consists of 6
parts/chapters each covering different sections. Chapters 1 & 2, describes how customers
have evolved, what characteristics must be taken into consideration to effectively
enhance the relationships among companies’ customers, how CRM systems are
interconnected with customer relations, and how the two contribute to increased
performance within a company. Followed is chapter 3 which goes into specific details
about the technology of CRM systems which is followed by specific examples via case
studies. Finally, the last chapters of the text are focused on the pros and cons of such an
information system (ie. privacy issues, overall benefits within different sectors of
business, etc).
The relevance of this book to our topic is self explanatory. This book was specifically
written to educate people about CRM systems. It contains essential information, specific
examples, and figures/graphics which allow people to visually understand different
concepts.
References
1. Bull, Christopher. "Strategic issues in customer relationship management (CRM)
implementation." Business Process Management Journal 9.5 (2003): 592-602.
Emerald Insight. Web. 10 Mar. 2010.
2. Bull, Christopher . "Customer Relationship Management (CRM) systems,
intermediation and disintermediation: The case of INSG ." International Journal
Information Management 30.1 (2010): 94-97. Scholars Portal. Web. 10 Mar.
2010.
3. Lin, Nan-Hong, Wen-Chun Tseng, Yu-Chung Hung, and David C. Yen. "Making
customer relationship management work: evidence from the banking industry in
Taiwan." The Service Industries Journal 29.9 (2009): 1183-1197. Informaworld.
Web. 11 Mar. 2010.
4. Sharp, Duane. Customer Relationship Management Systems Handbook. N/A:
Auerbach Publication, 2003. Print.