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Essay / Research Paper Abstract
This 16 page paper considers the potential value implementing customer relationship management software to support increasing sales for an online retail company. The paper gives a brief a general overview of an online retail organization, and then presents an overview of the technology. The application of CRM is considered in terms of the benefits, how it fits in with the value chain, potential risks as well as enabling technology, potential approaches to implementation and associated costs. The bibliography cites 11 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEretailcrm.doc
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Unformatted sample text from the term paper:
eBusiness applications have the potential to add a great deal of value to a firm. The potential range of applications is broad and the way value can be created
relates not only to the technology and applications used, but the way they are implemented and the supporting strategies. The phenomenon of the productivity paradox; where investments in IT do
not appear to support increases in productivity (Lin and Shao, 2006), indicate that care should be taken in assessing potential IT. The potential of applications to retail firms where there
is a desire to increase business is also large, one potential benefit is that of customer relationship managements (CRM). This paper will look at the way CRM may benefit
an online retailer1. 2. Organizational Overview The organization being considered is an online retailer selling to the consumer market (B2C), selling small a wide range of different products, including books,
DVDs, small electrical items, stationery, toys etc., and is competing with a large number of companies, including, but not limited to general online retailers Amazon.com and Wal-Mart as well as
more specialized retailers which have an online presence, such as Circuit City. The company started out as a bricks and mortar operation, and has only a few stores, but has
found that the online retailing environment offers a large potential due to the lack of geographical borders. The company, at the current time, sees more than 90% of the online
sales remaining with in their home country, and due to issues including international postage costs in dealing with duty the organization does not have any specific plans to expand internationally
at the current time. The current online arrangements see the organization running a secure server which stores all customer information. Once the customers may purchase they are automatically registered, (unless
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