Challenges and Current Trends of Crm in Pc Industry: a Case Study at Dell Asia Pacific

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Challenges and Current Trends of CRM in PC Industry: A Case Study at DELL Asia Pacific, Bukit Minyak ABSTRACT

In the new millennium, customer service oriented performance has emerged as key success factors in maintaining the organizational competitiveness. This has led Customer Relationship Management (CRM) to take the driver seat role in creating a more loyal and profitable customer base at competitive cost. CRM has evolved from advances in information technology and constant pressing needs from customers to create value in the products and services. In current business environment, CRM is a strategic business tool that seamlessly integrates all the functional departments across the organization to work towards maximizing customer value through strategic partnership.

CRM has played a key role in the PC industry by taking PC manufacturers closer to customers in terms of understanding their needs, buying behaviors and value creation in the supply chain. Armed with CRM strategies and, IT enabled customer and sales database, PC manufacturers have reoriented their business around the customer. DELL, as one of the world largest PC manufacturers, have strengthen its market share by positioning itself to provide customers with superior value, high-quality, relevant technology, and customized products and services, coupled with its IT integrated CRM solutions. At DELL, e-CRM oriented business solutions are initiated to automate and centralize customer database to embrace long-term partnership and PC market dominance.

This project paper will analyze the current CRM trends and future challenges in PC industry based on the case study conducted at DELL Asia Pacific, Bukit Minyak. Furthermore, the paper will also address the selected DELL site, on its strategic effort in utilizing CRM methodologies supported by IT solutions to stay ahead of competitions.

Categories and Subject Descriptors
[Transaction Processing and Enterprise Resources Planning System]: Traditional Transaction Processing Application

General Terms
Management, Measurement, Documentation, Performance, Economics, Experimentation, Human Factors, Theory

Keywords
Customer Relationship Management (CRM), PC industry, Information Technology (IT), Web-based customer interaction (WCI)

1. INTRODUCTION
Breakthroughs in Information Technology (IT) have changed the fundamental rule of the way business is being conducted in modern organizations. IT business icons like e-Commerce, K-Economy, etc have made things more complicated, where focus of the business has evolved and oriented around customer. Basically, customers are in the position to continuously demand and dictate what exactly they want at competitive cost – value-added products and services. Organizations are competing among each other to be the market leader, and emerging innovative IT solutions are helping organizations to achieve its competitive advantage.

One of the key areas of business competencies is the ability of organizations to sustain the highest level of customer oriented service performance. The new business model is changing the producers’ mindset from product-centered to customer-centered business. This has led Customer Relationship Management (CRM) to take the center stage position to create a loyal and profitable customer base at competitive cost.

1. What is Customer Relationship
Management (CRM)?
CRM is a strategy used by organizations to comprehensively learn about customers’ needs and behaviors in order to establish constructive relationship with them; after all it is the core of business success. Basically, CRM is a notion regarding how an organization can keep their most profitable customers with increased values of interaction to consequently maximize the profits. This is achieved through the understanding of the drivers of current and future customer profitability to appropriately allocate the resources across all areas that affect customer relationships i.e.,...
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