Customer relationship management framework for center of information and communication technology UniversitiTeknologi Malaysia

Abstract

The Customer Relationship Management (CRM) model has attracted significant interest since its existence. Basically, the model can be characterized by the relationship it establishes between an organization and its customers. For an organization to reach its full potential in executing a CRM-based business operation, customer satisfaction, customer-centric business and customer relationship development must be at the fore-front. The benefits of adopting a CRM approach to business ranges from rewards in customer satisfaction, loyalty and a long run profitability. The challenge often associated with the CRM is that its implementation can be considered to be elusive given the fact that it appears differently to many organizations. And so there has been no specific way of executing CRM model. In some instances of implementation the organization in question might disregard some vital aspect of the CRM model, such as a company-wide, cross-functional, customer-focused business re-engineering process, that are required for the CRM to be effective. Given the fact that the CRM is basically technology driven, does not mean that it should be viewed or implemented technology-wise. When it is viewed as a technology-only solution it is more likely to fail. Therefore, managing the CRM requires the integration and a balanced combination of technology, process, and people. In this study a CRM model that can restructure operations and relationship satisfaction between the CICT organization and its customers is developed. In the proposed CRM-based model for the CICT, the model is developed to address CICT-customer related problems. Using a qualitative and a quantitative analysis method, the customers to CICT relationship were determined. Through experimental validation it can be shown that the performance indication for the CICT to customer relationship is poor. Hence, a CRM-driven CICT is important for the organization to achieve customer satisfaction with increased profitability.