Abstract

The case examines the reasons behind 3M’s decision to implement CRM/KM software. With 3M’s product portfolio becoming increasingly complicated, the agents at its call-centers were finding it difficult to answer customer queries satisfactorily. This acted as the trigger for 3M’s decision to implement the RARS and Primus eCRM solutions. The implementation procedure and the benefits derived by the company are explored in detail.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Need of CRM and KM in large companies.

Keywords

3M, decision, CRM/KM, software, 3M, product portfolio, increasingly complicated, call-centers, customer queries, trigger, 3M, RARS, Primus, eCRM