Abstract

The case discusses the Customer Relationship Management (CRM) solution implemented by the US-based IT giant IBM. It discusses the circumstances which led IBM into conceiving and implementing CRM solution in association with the leading CRM software vendor - Siebel Systems. The case discusses in detail the process followed by IBM to implement the CRM solution describing its systems architecture. It also discusses the challenges faced by IBM in implementing the solution and the benefits reaped by the company after the implementation

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of implementing a CRM solution in a large multi-product, multinational company.

Keywords

IBM, Customer Relationship Management, eCRM, Mega CRM Project, Channel Integration, Customer Segmentation, CRM Implementation, Partner Relationship Management, Systems Architecture and eCRM Applications