Chip Reeves, Dow Corning’s director of marketing and sales, is tasked with the job of implementing new CRM efforts to help increase productivity and generate revenue. To do this, he pulls personal knowledge and experience from his days as a salesman, to help him relate to the salespeople at Dow Corning. He understands that the goal is to “provide excellent customer service and to make it easy for Dow Corning sales and marketing staff to use the expansive CRM system” (O’Brien & Marakas, 2011, p. 310). His main focus is to figure out a solution that allows salespeople and other users to have access to critical applications and information, without slowing them down. He knows from experience that salespeople typically push back to changes in
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(2012). THE IMPACT OF MOBILE ON CPG CRM STRATEGY: A KRAFT CANADA CASE STUDY. International Journal Of Mobile Marketing, 7(1), 5-22.
O’Brien, J. & Marakas, G. (2011). Management of Information Systems. New York, NY. McGraw-Hill Irwin. Retrieved from https://www.betheluniversityonline.net
Pousttchi, K., & Hufenbach, Y. (2014). Engineering the Value Network of the Customer Interface and Marketing in the Data-Rich Retail Environment. International Journal Of Electronic Commerce, 18(4), 17-42. doi:10.2753/JEC1086-4415180401
Although these two companies play in different fields, we are able to compare and contrast these two so well due to their desire to utilize technology to increase their customer relationships. Although they are trying to increase sales in different markets, both are trying to implement technology that can help salespeople work more efficiently and effectively. They have both recognized the needs of their respective companies, and they have found solutions to help meet those needs. From an IT perspective, both companies are looking for software that can format their current applications for use on a mobile device. Both companies desire software that is easy to use and will increase productivity, understanding that the implementation of technology can directly impact employee satisfaction with the changes (Korunka & Vitouch, 1999). Both companies desire to decrease the amount of time it takes their employees to input the data, with hopes to increase the number of potential customers that can be visited each day (O’Brien & Marakas,
(2012). THE IMPACT OF MOBILE ON CPG CRM STRATEGY: A KRAFT CANADA CASE STUDY. International Journal Of Mobile Marketing, 7(1), 5-22.
O’Brien, J. & Marakas, G. (2011). Management of Information Systems. New York, NY. McGraw-Hill Irwin. Retrieved from https://www.betheluniversityonline.net
Pousttchi, K., & Hufenbach, Y. (2014). Engineering the Value Network of the Customer Interface and Marketing in the Data-Rich Retail Environment. International Journal Of Electronic Commerce, 18(4), 17-42. doi:10.2753/JEC1086-4415180401
Although these two companies play in different fields, we are able to compare and contrast these two so well due to their desire to utilize technology to increase their customer relationships. Although they are trying to increase sales in different markets, both are trying to implement technology that can help salespeople work more efficiently and effectively. They have both recognized the needs of their respective companies, and they have found solutions to help meet those needs. From an IT perspective, both companies are looking for software that can format their current applications for use on a mobile device. Both companies desire software that is easy to use and will increase productivity, understanding that the implementation of technology can directly impact employee satisfaction with the changes (Korunka & Vitouch, 1999). Both companies desire to decrease the amount of time it takes their employees to input the data, with hopes to increase the number of potential customers that can be visited each day (O’Brien & Marakas,