Subject category:
Marketing
Published by:
Cranfield School of Management
Length: 21 pages
Data source: Field research
Abstract
Customer Relationship Management (CRM) at Orange has had a major impact on the customer experience. Improved services such as better connectivity and competitive pricing have been augmented with additional services such as customised billing, self-service facilities and new choices such as wireless application protocol (WAP) and videophone. The Orange experience is provided as an example of a company that is strategically advanced in CRM but in the early stages of implementation. It is hoped that the insights drawn from this case study will aid understanding of the difficulties and opportunities CRM presents for a highly successful enterprise operating in a vibrant (and vicious) industry. More specifically, the study aims to: (1) explore the concept of Customer Relationship Management as a strategic vision; (2) demonstrate the application of CRM in combating churn; (3) highlight the role of IT in managing and maximising customer relationships; and (4) raise awareness of the organisational changes that adopting a CRM approach requires. A Simplified Chinese translation is available (C501-047-1).
Simplified Chinese language
About
Abstract
Customer Relationship Management (CRM) at Orange has had a major impact on the customer experience. Improved services such as better connectivity and competitive pricing have been augmented with additional services such as customised billing, self-service facilities and new choices such as wireless application protocol (WAP) and videophone. The Orange experience is provided as an example of a company that is strategically advanced in CRM but in the early stages of implementation. It is hoped that the insights drawn from this case study will aid understanding of the difficulties and opportunities CRM presents for a highly successful enterprise operating in a vibrant (and vicious) industry. More specifically, the study aims to: (1) explore the concept of Customer Relationship Management as a strategic vision; (2) demonstrate the application of CRM in combating churn; (3) highlight the role of IT in managing and maximising customer relationships; and (4) raise awareness of the organisational changes that adopting a CRM approach requires. A Simplified Chinese translation is available (C501-047-1).