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CRM/KM initiatives at 3M

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : ITSY010 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Knowledge Management
Case Length : 08 Pages
Period : 1997-2001
Pub Date : 2002
Teaching Note : Available
Organization : 3M
Industry : Mining and Manufacturing
Countries : USA


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.

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  Understand why large and diversified companies with diverse product portfolios need to introduce sophisticated technologies to provide efficient and effective customer service.


  Page No.
The Need for Change 1
The Implementation & Benefits 2
Extending the Benefits 4
Exhibits 6


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

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