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"Paper, David"
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CRM and retail service quality: front-line employee perspectives
Purpose - The purpose of this study is to explore the attitudes and beliefs of front-line employees regarding how customer-company interactions might be improved. Since front-line employees are closely connected to customers, the resultant experiences and relationships with customers are highly dependent on their actions. However, little is written from the perspective of front-line employees.Design methodology approach - Using a qualitative approach and employing an adaptation of the grounded theory method, this study uses front-line employee participants with data collection occurring over a six-month period. A variety of data sources were used including open-ended reciprocal interviews, member-checking interviews, observation, and collection of participant and researcher artifacts.Findings - Findings suggest that organizational changes initiated by management create strategically constructed silos that force implementation through people and systems to control and standardize the service interface and resultant customer experience(s). This reactive and inwardly focused construction of silos often serves company rather than customer needs and can result in deteriorating service levels based on the type of customer-company interaction occurring.Originality value - Contrary to how most customer service processes are designed by management, not all customer-company interactions are alike and vary both in regard to the degree of knowledge needed by front-line employees to fully serve customers, and the routine or non-routine nature of the interaction. A two-by-two matrix is presented to highlight the impacts of silos occurring for various interaction types.
Journal Article
Data science fundamentals for Python and MongoDB
\"Build the foundational data science skills necessary to work with and better understand complex data science algorithms. This example-driven book provides complete Python coding examples to complement and clarify data science concepts, and enrich the learning experience. Coding examples include visualizations whenever appropriate. The book is a necessary precursor to applying and implementing machine learning algorithms. The book is self-contained. All of the math, statistics, stochastic, and programming skills required to master the content are covered. In-depth knowledge of object-oriented programming isn't required because complete examples are provided and explained. Data Science Fundamentals with Python and MongoDB is an excellent starting point for those interested in pursuing a career in data science. Like any science, the fundamentals of data science are prerequisite to competency. Without proficiency in mathematics, statistics, data manipulation, and coding, the path to success is rocky at best. The coding examples in this book are concise, accurate, and complete, and perfectly complement the data science concepts introduced.\"-- Provided by publisher.
Book
A BPR case study at Honeywell
We embarked on a case study to explore one organization's experiences with radical change for the purpose of uncovering how they achieved success. The organization we examined was Honeywell Inc. in Phoenix, Arizona, USA. From the interview data, we were able to devise a set of ten lessons to help others transform successfully. Two important lessons stand out above the rest. First, execution of a carefully developed change plan separates the high performers from less successful BPR projects. Second, recognition that dealing with change is difficult and complicated is not enough. Top management should make change management a top priority and communicate the change vision across the organization.
Journal Article
The role of vendor in eCRM tool development
Purpose - A paucity of research on the motivations and goals of vendors who develop electronic customer relationship management (eCRM) tools and systems exists in the literature. This is an important gap in the literature because many eCRM systems are products of outsourcing (to vendors). This paper aims to discuss these issues.Design methodology approach - This exploratory case study focuses on an international van-based service franchise and the experiences of the vendor, company, and franchisees as they design, develop, and implement certain eCRM tools. Participants include the president and founder of the eCRM vendor company, the chief executive officer, chief financial officer, and marketing director from the franchisor company, and six franchisees. This paper is triangulated via personal interviews, member-checking interviews, and relevant literature from information systems (IS) and marketing.Findings - Specifically, this paper sheds light on the role and influence of the vendor in the design, development, and delivery of eCRM tools. Managerial implications include: customer relationship management (CRM) requires a balance of online and offline activities; vendors may distort the balance between online and offline marketing efforts; and strategic policy should center on the priorities of the franchisor, franchisees, and end customers.Originality value - This paper fulfills an identified knowledge gap by capturing the \"voice\" of the vendor who has historically been overlooked in the literature. The research insights are particularly salient for company managers and marketing practitioners alike. Study limitations and suggestions for future research are also discussed.
Journal Article
Can CRM survive integrating franchisees with a corporate giant?
Purpose - A paucity of literature considers a growing trend within the retail space whereby franchise companies and their franchisees market and sell products and services across multiple channels, including company-owned retail stores. This case study aims to explore the processes used to support the customer experience, the control mechanisms that are in place, and the channels by which these customer-company interactions occur.Design methodology approach - A qualitative approach employing an adaptation of the grounded theory method for data collection, coding, and analysis was used and this study specifically focused on an international van-based service franchise during the integration of the franchise company's service into the retail brick-and-mortar locations of the parent company. Participants included retail employees of the parent company, franchise company support staff, franchisees, and third-party call center agents working for the parent company.Findings - Findings suggest a relationship exists between the alignment of the internal factors of the customer relationship management (CRM) experience (e.g. people, processes, and technology) and the relative strength or weakness of each external factor (e.g. customer, company, and competition). Moreover, it is postulated that weaker customer-centric service results in greater misalignment of internal factors and leads to larger service variability, or sub-optimized CRM.Originality value - The unique contribution of this research is the juxtaposition of the disparate marketing approaches of the parent company and franchisees and the subsequent impact on CRM efforts of the company. A conceptual model of internal and external factors of the CRM experience is presented.
Journal Article
