Achieving synergy among other business units through the effective use of CRM for account management

Date of Publication

2016

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Thesis Adviser

Maria Victoria Tibon

Abstract/Summary

In a high competitive industry, like Information and Communications Technology, stakes of winning the marketshare is through having a loyal customer base. For businesses to thrive in this industry, it should create activities and efforts to win profitable projects by tapping the clients by serving them with the right requirements (a sole or combination of ICT products and/or services). The business activities of a company should be synergized among the individuals and teams of an organization. This could only be attained through a clear interdepartmental communication of information that will synergize business units who might be simultaneously assisting the same clients, and or be receiving information that is not meant for the receiving department. Any hindrance for a good service and assistance to clients will only mismanage the relationship and waste the chances to promote the other businesses of a business. This Integrated Action Research Paper presents how different teams saw the need to synergize their action to improve their services through an initial intervention of databuilding, then rolled out to including more collaborators in a change that will allow them an access to the CRM database in order to manage shared-accounts.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006675

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

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