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Case
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Reference no. 902-018-1
Authors: A Mukund
Published by: IBS Center for Management Research
Published in: 2002
Length: 10 pages
Data source: Published sources

Abstract

The case examines the reasons behind 3M''s decision to implement customer relationship management (CRM) and knowledge management (KM) software. With 3M''s product portfolio becoming increasingly complicated, the agents at its callcentres were finding it difficult to answer customer queries satisfactorily. This acted as the trigger for 3M''s decision to implement the Remedy Action Request and System (RARS) and Primus eCRM solutions. The implementation procedure and the benefits derived by the company are explored in detail. The case is so structured as to enable students to: (1) understand why large and diversified companies with diverse product portfolios need to introduce sophisticated technologies to provide efficient and effective customer service; (2) understand the processes and design considerations involved in implementing a CRM/KM system in a large company; and (3) discuss the success of the CRM/KM project and 3M. The case is aimed at MBA/PGDBA students, and is intended to be a part of the knowledge, information and communication systems management curriculum.
Location:
Industry:
Size:
Large
Other setting(s):
Late 1990s to 2000

About

Abstract

The case examines the reasons behind 3M''s decision to implement customer relationship management (CRM) and knowledge management (KM) software. With 3M''s product portfolio becoming increasingly complicated, the agents at its callcentres were finding it difficult to answer customer queries satisfactorily. This acted as the trigger for 3M''s decision to implement the Remedy Action Request and System (RARS) and Primus eCRM solutions. The implementation procedure and the benefits derived by the company are explored in detail. The case is so structured as to enable students to: (1) understand why large and diversified companies with diverse product portfolios need to introduce sophisticated technologies to provide efficient and effective customer service; (2) understand the processes and design considerations involved in implementing a CRM/KM system in a large company; and (3) discuss the success of the CRM/KM project and 3M. The case is aimed at MBA/PGDBA students, and is intended to be a part of the knowledge, information and communication systems management curriculum.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
Late 1990s to 2000

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