IBM's ECRM Initiatives


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Case Details:

Case Code : ITSY044
Case Length : 11 Pages
Period : 1997-2003
Pub Date : 2004
Teaching Note :Not Available
Organization : IBM
Industry : IT
Countries : US

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

IBM was incorporated in 1911 as the Computing Tabulating Recording Corporation (CTR), which manufactured punch card data processing equipment. On February 14, 1924, CTR changed its name to International Business Machines Corporation...

Implementing CRM 2000

To manage the worldwide installation of Siebel's e-CRM applications, IBM launched a global programme (Refer Exhibit II and III for the description and pictorial view of the systems architecture of the CRM solution)...

Implementation Issues

Installation of eCRM systems was only a part of the implementation process of CRM solutions at IBM. A more important task was to manage internal business process changes following the installation...

The Benefits

The deployment of the CRM solution led to significant productivity improvement at various IBM units within a year of implementation. Without increasing the number of staff manning call centres, more number of calls could be dealt with and more leads generated...

Exhibits

Exhibit I: Business Segments of IBM
Exhibit II: Systems Architecture of CRM Solution
Exhibit III: Systems Architecture Diagram of IBM's eCRM Solution
Exhibit IV: Siebel eCRM Applications Deployed at IBM
 

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