Mobilizing Customer Relationship Management - A Journey from Strategy to System Design
ISBN
0-7695-2507-5
Type
conference paper
Date Issued
2006-01-04
Author(s)
Editor(s)
Sprague Jr., Ralph H.
Research Team
CM, IWI4
Abstract
The burst of the e-bubble largely affected the expectations towards mobile initiatives and the willingness to invest in them. Recently, the interest formobile business and mobile commerce both in academia and in the practice field have risen again. This time business managers request detailed andthorough analysis prior to engaging in mobile initiatives. Multiple successful examples of customer relationship management (CRM) are published in theacademic and non-academic. However, none of the examples show how the transformation towards a successful mobile CRM solution has beenaccomplished. Based on the business engineering approach for the transformation of businesses into the information age we propose a method for theintroduction of mobile business into the CRM field. We provide a framework for the definition of a mobile CRM strategy derived from the corporate strategy,suggest a method for the identification of mobilization potential in CRM processes which are aligned with the strategy and give guidance for the design of mobileinformation systems supporting these processes.©2006 IEEE. Personal use of this material is permitted. However, permission to reprint/republish this material for advertising or promotional purposes or for creating new collective works for resale or redistribution to servers or lists, or to reuse any copyrighted component of this work in other works must be obtained from IEEE.
Language
English
Keywords
Mobile Applications
Mobile Devices
Methode
M-Business
Customer Relationship Management (allgemein)
Strategie
Prozess
System
HSG Classification
not classified
Refereed
No
Book title
Proceedings of the 39th Hawaii Conference on Systems Science
Publisher
IEEE Computer Society
Publisher place
Los Alamitos
Start page
112
Event Title
39th Hawaii International Conference on System Sciences (HICSS)
Event Location
Kauai, Hawaii
Event Date
04.-07.01.2006
Subject(s)
Division(s)
Eprints ID
66555
File(s)![Thumbnail Image]()
Name
MobilizingCustomerRelationshipManagement-HICSS39.pdf
Size
251.12 KB
Format
Adobe PDF
Checksum (MD5)
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