Date of Award

2004

Document Type

Master Thesis

Degree Name

Master of Business (Research)

Department

Business Studies

First Advisor

Ciara O' Doherty

Abstract

The company at the centre of this case study is the Irish registered company Hewlett Packard (HP) European Software Centre (ESC) based in the Ballybrit Industrial Estate in Galway, Ireland. The core operation of the ESC is customer services distribution. For HP ESC, effective customer support and service had become a major strategic focus resulting in the strategic requirement for a Customer Relationship Management (CRM) eBusiness solution.

This case study evaluated the business value associated with HP’s CRM implementation focusing primarily on intangible elements of business value as opposed to the more traditional financial measures of IS/IT evaluations. The research involved the development of a framework for evaluation of the business value, drawing together concepts from business models including the Balanced Scorecard, the IT Balanced Scorecard and Value Chain Models as reviewed in the literature.

The evaluation focuses on HP’s Global Accounts department who at the time of the study were the only department implementing CRM. The study utilised all available departmental personal available for pre and post implementation analysis. Secondary research and the application of the framework for evaluation through primary research enabled the author to conclude that for this study, CRM has contributed positively to business value for HP’s Global Accounts department.

While the extent of business value is seemingly limited this is driven by the short period of implementation at the post implementation measurement stage. A repeated measurement at further intervals provides an opportunity for further research.

Access Level

info:eu-repo/semantics/openAccess

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