Towards a holistic perspective of customer relationship management (CRM) implementation: a case study of the housing and development board, Singapore

Authors:
Thompson S. H. Teo;Paul Devadoss;Shan L. Pan
Affiliations:
Department of Decision Sciences, School of Business, National University of Singapore, Singapore;Department of Information Systems, School of Computing, National University of Singapore, Singapore;Department of Information Systems, School of Computing, National University of Singapore, Singapore
Venue:
Decision Support Systems
Year:
2006

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Abstract

Organizations have increasingly recognized the importance of managing customer relationships, and many organizations are turning to customer relationship management (CRM) to better serve customers and facilitate closer relationships with them. This paper examines the implementation of CRM at the Housing and Development Board (HDB) in Singapore. The CRM architecture (comprising operational CRM, collaborative CRM and analytical CRM) deployed at HDB reflects a holistic approach to CRM implementation that integrates three key perspectives of CRM, namely, the business, technology and customer perspectives. Drawing from the case study, we present a holistic framework for CRM that binds information technologies with business processes for the delivery of high service quality.