Ph.D. Student’s Paper Accepted for IEEE/ICSSSM10, Tokyo, Japan

 The research work entitled “Impact of Customer Relationship Management Implementation on Service Operations Management” by Pimjai Tongmee, CMMU Ph.D. student and Dr.Prattana Punnakitikashem, CMMU faculty was accepted for presentation by The 7th IEEE International Conference on Service Systems and Service Management (ICSSSM10) during June 28-30, 2010, Tokyo, Japan. The proceeding is indexed in SCOPUS and Engineering Index (EI).

Customer Relationship Management (CRM) is one of key strategic tools for companies to enhance their relationship with customers. There is a significant impact of CRM implementation on customer services through improvement of customer service efficiency and effectiveness. Nevertheless, impact of CRM implementation on service operations management has not been addressed in literature. In this paper, the comprehensive review of marketing, sales, information technology and service operations management literature is conducted focusing on CRM implementation and service encounter. The conceptual model of adapted technology-facilitated service encounter is proposed from literature review and in depth study of two models which are service encounter triad and technology in service encounter model. The proposed model indicates that service culture, empowerment, control system, contact personnel selection, training and ethical climate are the service components impacted by CRM implementation. In additional, an analysis of CRM critical success factors is conducted together with the impacted components. The result indicates that service culture and contact personnel training are the two components which should be focused by service operations manager in order to ensure the success of CRM implementation and the fast return on CRM investment. Further discussion is noted to suggest additional components which should be considered as well as the future research study.

Reference: Tongmee P., P. Punnakitikashem. (2010), “Impact of Customer Relationship Management Implementation on Service Operations Management,” In Proceedings of the 2010 IEEE/ICSSSM International Conference on Service Systems and Service Management, Tokyo, Japan

For further info about this conference, please click on the conference picture above.