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

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 At European and Mediterranean Conference on Information Systems, Greece. 30 - 31 May 2011. 18 pp.

Record type: Conference or Workshop Item (Paper)


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


Local EPrints ID: 177837
PURE UUID: 5d9f59aa-a90b-45ec-97b8-3d3cfafc3d71

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Date deposited: 21 Mar 2011 16:31
Last modified: 18 Jul 2017 12:05

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Author: Anh Hai Nguyen
Author: Thanos Papadopoulos

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