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Exploring the potential benefits of CRM systems in customer-centric age: A case study of a telecom company in Vietnam

Exploring the potential benefits of CRM systems in customer-centric age: A case study of a telecom company in Vietnam
Exploring the potential benefits of CRM systems in customer-centric age: A case study of a telecom company in Vietnam
This paper investigates the benefits of customer relationship management system to a company in the context of customer centric age, using a case study of CRM implementation in a local telecom service company in Vietnam. The findings suggest that after a long time leading the telecom market, at the moment, the company was facing stiff competition from new service providers. This competition would be even stiffer after Vietnam joined WTO and the Vietnamese telecom market will be open to competition in 2012. In such circumstance, CRM played a very important role in offering many potential benefits to the company. The findings confirm the existing literature in depicting the benefits of CRM system: ameliorating the quality of sales, marketing and customer service. In addition, the findings emphasise the important values of CRM towards strategy planning at strategic level and the implementation of this strategy at both tactical level and management level. Moreover, the research findings also explore the opportunities for the establishment and development of organisational customer culture from the implementation of a CRM system.
customer relationship management, information technology, vietnam, strategy, telecommunications
Nguyen, Anh Hai
13f1c6fe-dfc4-49aa-a252-2d5e33f3cc5c
Papadopoulos, Thanos
adc9fb9b-35b4-470f-bf09-f2ef3f7e6ddd
Nguyen, Anh Hai
13f1c6fe-dfc4-49aa-a252-2d5e33f3cc5c
Papadopoulos, Thanos
adc9fb9b-35b4-470f-bf09-f2ef3f7e6ddd

Nguyen, Anh Hai and Papadopoulos, Thanos (2011) Exploring the potential benefits of CRM systems in customer-centric age: A case study of a telecom company in Vietnam. European and Mediterranean Conference on Information Systems, Athens, Greece. 30 - 31 May 2011. 18 pp . (Submitted)

Record type: Conference or Workshop Item (Paper)

Abstract

This paper investigates the benefits of customer relationship management system to a company in the context of customer centric age, using a case study of CRM implementation in a local telecom service company in Vietnam. The findings suggest that after a long time leading the telecom market, at the moment, the company was facing stiff competition from new service providers. This competition would be even stiffer after Vietnam joined WTO and the Vietnamese telecom market will be open to competition in 2012. In such circumstance, CRM played a very important role in offering many potential benefits to the company. The findings confirm the existing literature in depicting the benefits of CRM system: ameliorating the quality of sales, marketing and customer service. In addition, the findings emphasise the important values of CRM towards strategy planning at strategic level and the implementation of this strategy at both tactical level and management level. Moreover, the research findings also explore the opportunities for the establishment and development of organisational customer culture from the implementation of a CRM system.

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More information

Submitted date: May 2011
Venue - Dates: European and Mediterranean Conference on Information Systems, Athens, Greece, 2011-05-30 - 2011-05-31
Keywords: customer relationship management, information technology, vietnam, strategy, telecommunications

Identifiers

Local EPrints ID: 177837
URI: http://eprints.soton.ac.uk/id/eprint/177837
PURE UUID: 5d9f59aa-a90b-45ec-97b8-3d3cfafc3d71

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Date deposited: 21 Mar 2011 16:31
Last modified: 14 Mar 2024 02:44

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Contributors

Author: Anh Hai Nguyen
Author: Thanos Papadopoulos

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