Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 904-026-1
Published by: INSEAD
Originally published in: 2004
Version: 04.2004
Length: 13 pages
Data source: Field research

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. This case can be used in three types of courses: (i) CRM/IT; (ii) operations management; or (iii) entrepreneurship. The teaching objectives are to: (1) illustrate an actual CRM system and explore the tradeoffs encountered in designing such a system; (2) explore the interactions between software and hardware design in achieving ''real-time'' response in CRM systems; and (3) illustrate that there are still bottleneck issues in software/hardware that must be considered when designing systems to support customer relationship management.
Location:
Industry:
Size:
200 employees
Other setting(s):
2002-2004

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. This case can be used in three types of courses: (i) CRM/IT; (ii) operations management; or (iii) entrepreneurship. The teaching objectives are to: (1) illustrate an actual CRM system and explore the tradeoffs encountered in designing such a system; (2) explore the interactions between software and hardware design in achieving ''real-time'' response in CRM systems; and (3) illustrate that there are still bottleneck issues in software/hardware that must be considered when designing systems to support customer relationship management.

Settings

Location:
Industry:
Size:
200 employees
Other setting(s):
2002-2004

Related