| Mobilizing Customer Relationship Management - A Journey from Strategy to System Design (2006) | |||||||||||||
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. | |||||||||||||
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Cited publications (7) | |||||||||||||