Title: An Investigation
into the Application of CRM Systems to Customer-Centric Product Development
Abstract: In
response to competitive pressures in the new global economy and to the growing
individualisation of demand, companies are investing in CRM technologies
and redefining their businesses in their efforts to become customer-focused.
However, our review of the relevant literature indicates that the manufacturing
sector has so far done little to incorporate customer needs and desires into
the product development process. In this paper we identify the role that
CRM systems can play in product development, and we propose a general, high-level,
integrated CRM architecture which includes product engineering applications.
Finally, we explore in detail the opportunities for applying CRM analytics
in the area of product development using a case study of a major automotive
manufacturing company. The case study findings can guide other manufacturing
organisations in their efforts to identify how CRM functionality can be utilised
to help develop their products.
Authors: iIlona
Jagielska, John Ionescu, and Graeme Shanks