MMIS 620 DEL A

STUDENT NAME: GAANIRU OYEKA
DATE: 05/04/08

1. Selection of title (including preliminary title)

The role of information systems in Customer Relationship Management (CRM). (EFFECT OF IT ON CRM)

2. STATEMENT OF THE PROBLEM:
Customer Relationship management (CRM) is known to be a strategic tool used by many organizations to gather information from different resources that gives a holistic view of each customer in real time. Many organizations have reported improved business revenue due to an increase in customer relationship that brings about satisfaction. However, some organizations still do not realize the benefits of having an effective CRM in place. One of the problems is some organizations do not fully understand that for a CRM tool to be effective, there needs to be an integration of persons, data, and processes.
O’Malley and Mitussis (2002) stated that “The success of any business depends on it ability to develop successful customer relationship which lies in the organizations ability to understand its customers and their individual preferences, expectations and changing needs” (p. 228).
Strategy is stating the direction you want to go and how you intend to go there. After an organization creates a vision, they need to have a strategic plan because even if you know where you want to be, and do not know how to get there, then the vision would die. This is true considering that customers are the center of any successful organization.
Rigby, Darrell, & Ledingham (2004) stated that “If the target is not truly strategic, the organization will be hard pressed to summon the vigor necessary to tackle entrenched business processes or retool its organizational structure and gather expected returns” (p. 119).

3. OUTLINE

Title Page
Table of Contents
Abstract
Definition of IS and CRM
Statement of the Problem
Effect of CRM in organizations
Conclusion
Reference

4. Reference List

References
O’Malley, L., & Mitussi, D. (2002). Relationship and technology: Strategic implications. Journal of Strategic Marketing, 10(3), p225-238.
Rigby, D., Darrell, K., & Ledingham, D. (2004). CRM done right. Harvard Business Review, 82(11), p118-129.