THE WALLACE E. CARROLL SCHOOL OF MANAGEMENT
MD850: Advanced Topics in IT: e-Service Operations
Spring 2002

MD850 Home
Week 5
Customer Relationship Management (CRM) and Call Center Operations: Managing Person-to-Person and Person-to-Technology Touchpoints Within the e-Service Experience

Assigned Readings

E-SERV, Chapter 9: Encourage Human Contact
FUL, Chapter 5: Customer Service
CRM, Chapter 9: Call Centers Mean Customer Interaction
CRM, Chapter 1: What is CRM, Really?
CRM, Chapter 2: Putting the “e” in eCRM

Case Study Assignment
None.

Team Web-Based Assignment
None.
Keyword Legend
E-SERV = E-Service: 24 Ways to Keep Your Customers …
CRM = CRM at the Speed of Light: Capturing and Keeping Customers …
FUL = E-Commerce Logistics and Fulfillment: Delivering the Goods

Related Readings: For Further Information

Schwartz, M., “The Care and Keeping of Online Customers,” Computerworld, January 8, 2001
http://www.computerworld.com/cwi/story/0,1199,NAV47_STO55917,00.html

Fingar, P., “Customer Care: Through the e-Commerce Looking-Glass”
From “E-Commerce Applications: Customer Care,” Enterprise E-Commerce, Meghan-Kiffer Press, Tampa, FL, 2000.
http://fingar.crmproject.com/

Melmon, R., “Real-Time Marketing Versus One-to-One Marketing,” The Regis McKenna Group.
http://www.mckenna-group.com/realtime/rt/map/go/melmon02.html

Kalakota, R., and M. Robinson, “Transforming Customer Contact into Revenue: Selling-Chain Management,” e-Business 2.0, Addison-Wesley, Boston, MA, 2001, p. 203-238.

CRM Project
http://www.crmproject.com/

“Real-Time Marketing Versus One-to-One Marketing”
http://www.mckenna-group.com/realtime/rt/index.html

E-Commerce @ Bush Boake Allen (Case Study), Harvard Business School Publishing
http://www.hbsp.harvard.edu/hbsp/prod_detail.asp?601061

Peypoch, R., The Case for Electronic Business Communities, Business Horizons, September 15, 1998
http://www.hbsp.harvard.edu/hbsp/prod_detail.asp?BH042

Related Readings: Traditional (Person-to-Person) Services

Fitzsimmons & Fitzsimmons, Service Management: Operations, Strategy, and Information Technology, Irwin/McGraw-Hill, 2001, Chapter 8 ("The Service Encounter")