A study on CRM and its customer segmentation outsourcing approach for small and medium businesses

Abstract

Supported by technologies of Customer Satisfaction, Information Technology, and Data Mining, etc., CRM aims to enhance the effectiveness and performance of the businesses by improving the customer satisfaction and loyalty. CRM is now becoming a popular management methodology in manufacturing, sales, marketing, and finance. In China, there are a lot of small and medium businesses. For these businesses, sourcing CRM services on the web is a key business tactics for reducing the total ownership costs and implementation risks linked to "big bang" CRM implementations. In this paper, first, the architecture and contents of CRM approach for small and medium businesses were discussed according to the management characteristics. Second, contributes to the eCRM implementation landscape by providing a detailed account of the business process design and implementation support for a customer segmentation outsourcing. © 2008 International Federation for Information Processing.