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Essay / Research Paper Abstract
This 10-page paper examines a case study about the fictitious Evergreen Investments and what can go wrong when it comes to customer relationship management implementation. Bibliography lists 3 sources.
Page Count:
10 pages (~225 words per page)
File: AS43_MTcrmeverg.rtf
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Unformatted sample text from the term paper:
using information technology to understand customer demands and needs so that products and services can be tailored to meet those needs - is one of those basic marketing tools that
has helped many companies. But just as many companies - and their employees - balk at any kind of CRM enterprise or initiative. The reason behind this is two simple
letters: IT. It seems as though when anything has to do with data systems, computers or inputting, people tend to freeze up. They think its too difficult. Its not something
they want to learn about, or learn how to do. Not taking all of this into account tends to doom CRM enterprises before they can even get off the ground.
A company that went through this very thing was Evergreen Investments, which was written up in a Harvard Business School case study by
Andre McAfee. Evergreen Investments, which sold mutual funds to institutional investors and investment professionals (who, in turn, sold those products to individuals), was experiencing some challenges from its staff, that
required up-to-date customer information to remain competitive on their jobs. A CRM system using Blackberry devices seemed like the solution - at least, until Wendy Irwin, Evergreen Investments vice president
of sales and marketing technology, was ready to introduce the "enhancement" to the sales force. Irwin and her staff planned to make the presentation, distribute the new systems and conduct
initial training on them at the annual July meeting, because it was one of the few times the entire sales force was in the same place at the same time.
It was one of those planned that seemed like a good idea, at the time. As well see in this case study, however,
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