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Case
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Reference no. 501-062-1
Subject category: Marketing
Published by: Cranfield School of Management
Published in: 2001
Length: 19 pages
Data source: Field research

Abstract

Sun Microsystems is a world-leading provider of network computing solutions. In an intriguing twist, the case looks behind the scenes at the way in which Sun itself is buying-in to customer relationship management (CRM) to build stronger relationships with its own customers. The company''s strategic approach is changing. Formerly focused on customer acquisition, Sun is beginning to capitalise on the link between customer retention and profitability. There is a new emphasis on growing the most value-creating customers and improving customer communication. Sun recognised that a cultural transformation was required to put customers first, and to understand and anticipate their needs. This triggered a need to build a single view of the customer from disparate data sources. The case follows Sun as the company works to ''practice what it preaches'' through the development of a portal network that engages customers, employees and suppliers, forming ''a single electronic value chain''.
Location:
Industry:
Size:
Large
Other setting(s):
2001

About

Abstract

Sun Microsystems is a world-leading provider of network computing solutions. In an intriguing twist, the case looks behind the scenes at the way in which Sun itself is buying-in to customer relationship management (CRM) to build stronger relationships with its own customers. The company''s strategic approach is changing. Formerly focused on customer acquisition, Sun is beginning to capitalise on the link between customer retention and profitability. There is a new emphasis on growing the most value-creating customers and improving customer communication. Sun recognised that a cultural transformation was required to put customers first, and to understand and anticipate their needs. This triggered a need to build a single view of the customer from disparate data sources. The case follows Sun as the company works to ''practice what it preaches'' through the development of a portal network that engages customers, employees and suppliers, forming ''a single electronic value chain''.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
2001

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