| Experts Corner |  Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes
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| Highlights |
 Getting Off on the Right Foot: Avoiding Common Master Data Management False Starts
Companies wishing to start a master data management (MDM) project may be unsure where and how to begin. After all, MDM is a journey and success or failure at the first step either defines or dooms the further evolution of the project.
by Ravi Shankar, Director of Product Marketing
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| Abstract: A range of influences, both technical and organisational, has encouraged the wide spread adoption of Enterprise Systems (ES). Nevertheless, there is a growing consensus that Enterprise Systems have in many cases failed to provide expected benefits. The increasing role of, and dependency on ES (and IT in general), and the ‘uncertainty’ of these large investments, have created a strong need to monitor and measure ES performance. This paper reports on a research project aimed at deriving an ‘Enterprise Systems benefits measurement instrument’. The research seeks to identify how Enterprise Systems benefits can be usefully measured, with a ‘balance’ between qualitative and quantitative factors. |
| Topics:
Enterprise Resource Planning | |
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| Abstract: Despite the benefits that can be achieved from a successful ERP system implementation, there is already evidence of high failure risks in ERP implementation projects. Too often, project managers focus mainly on the technical and financial aspects of the implementation project, while neglecting or putting less effort on the nontechnical issues. Therefore, one of the major research issues in ERP systems today is the study of ERP implementation success. |
| Topics:
Enterprise Resource Planning | |
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| Abstract: This study examines the impact of ERP solutions on the paradigms of business and management. The objective is also to see the positioning of ERP today and its role in relation to new solutions and technology, notably Supply Chain Management (SCM), Customer Relationship Management (CRM) and Electronic Commerce in conjunction with ERP. In addition, critical success factors in the implementation of ERP projects are being identified with a special emphasis on management issues. |
| Topics:
eBusiness | Supply Chain Management | Enterprise Resource Planning | |
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| Author: By Lawrence Ang and Francis A. Buttle |
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Doc Type: Academic Paper
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| Pages: 20 | Format: PDF |
Size: 52 kb |
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| Abstract: We discuss an issue critical to companies that invest in Customer Relationship Management (CRM): how to assess return on investment (ROI). A number of issues make this task challenging. First, defining the boundaries of CRM; second, establishing what constitutes a CRM investment; third, deciding what counts as a ‘return’ on that investment; and, finally, choosing the time frame to use in the assessment. We first review the literature on the effectiveness of CRM, and then propose a customer-journey approach to computing ROI on CRM. This approach traces the customer’s value from initial acquisition, through development to retention. We then propose a series of research propositions that can help inform how business performance can be affected while implementing CRM. |
| CRM Function:
CRM ROI | |
| CRM Methology:
CRM Strategy | |
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| Author: By Dr. Hubert Baumeister, Institut für Informatik, Universität München |
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Doc Type: Academic Paper
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| Pages: 7 | Format: PDF |
Size: 31 kb |
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| Abstract: Customer Relationship Management (CRM) is getting more and more a key strategy for companies big and small. Customer care strategy and CRM software go hand in hand. In particular SME’s need a CRM software that easily adapts to their customer care needs while still being low cost. In this paper I discuss the benefits of CRM for SME’s and their special requirements wrt. CRM software. Further, I intro-duce the IST-project CARUSO whose objective is to provide SME’s with a software framework to implement low cost, customized CRM applications. This paper presents the rational behind the CARUSO project, the architecture of the framework, and the software development process used to build the framework. |
| CRM Methology:
CRM Implementation | CRM Overviews | |
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