Customer relationship management (CRM) implementation evaluation using maturity assessment in telecommunication industry: Case study of an Indonesian company

Dimas Agung Saputra, Putu Wuri Handayani, Riri Satria

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

In the telecommunication service provider industry that has service similarity among competitors, Customer Relationship Management (CRM) plays an important role in business operational and analytical activities to understand customer needs comprehensively so the company can provide excellence customer service. The role of CRM become more important nowadays when conventional telecommunication company should transform into digital telecommunication company. CRM development strategies need to be planned so company can take the right steps in implementing CRM. The purpose of this paper is to give understanding on establishing CRM Change Management Strategy using proposed CRM Maturity Model (CRM3) assessment based on Detecon Model and evaluated using eTOM (Enhanced Telecom Operational Map). The assessment result provides a detailed description of function maturity in accordance with the best practice of telecommunication business process framework which can be mapped into the organization level. This case study of an Indonesian Telecommunication show that the implementation of CRM has maturity level of 3.67 (Established) on a scale of 5 and give 12 recommendations.

Original languageEnglish
Title of host publication2019 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2019
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages513-518
Number of pages6
ISBN (Electronic)9781728152929
DOIs
Publication statusPublished - Oct 2019
Event11th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2019 - Bali, Indonesia
Duration: 12 Oct 201913 Oct 2019

Publication series

Name2019 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2019

Conference

Conference11th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2019
CountryIndonesia
CityBali
Period12/10/1913/10/19

Keywords

  • CRM Evaluation
  • CRM Maturity Model Assessment
  • Detecon Model
  • eTOM Framework
  • Telecommunication Industry

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