Subject category:
Knowledge, Information and Communication Systems Management
Published by:
INSEAD
Version: 04.2004
Length: 13 pages
Data source: Field research
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Abstract
This case depicts the situation of a relatively large start-up in Singapore that writes 'back office' software for the banking industry. They have been quite succeful in their niche, providing low cost solutions to an international client base. The case deals with their latest software product (Symbols) that offers customer relationship management tools and capabilities to their clients. This case is an excellent illustration of the 'details' behind customer relationship management (CRM) and the tradeoffs that must be considered in supporting and automating any process. By examing the data requirements of an actual CRM implementation, the case illustrates the processing bottlenecks that can occur in any software-supported process.
About
Abstract
This case depicts the situation of a relatively large start-up in Singapore that writes 'back office' software for the banking industry. They have been quite succeful in their niche, providing low cost solutions to an international client base. The case deals with their latest software product (Symbols) that offers customer relationship management tools and capabilities to their clients. This case is an excellent illustration of the 'details' behind customer relationship management (CRM) and the tradeoffs that must be considered in supporting and automating any process. By examing the data requirements of an actual CRM implementation, the case illustrates the processing bottlenecks that can occur in any software-supported process.