Thesis: Dell’s implementation of CRM and SCM

Sample Thesis Paper

When Michael Dell initiated operations in 1984, there were two hurdles that came forth as most profound. The first hurdle existed in the form of the need to reach through to the consumers in a manner such that they could be encouraged and motivated to procure customized computer systems (Klinker, Terrell, & Mahfouz, 2006). The second obstacle existed in the form of the fact that the selling of customized computer systems directly to the consumers would require a unique supply chain that could be relied upon to reduce inventory expanse and enhance plan execution.
For Dell, CRM came forth as a process through which Dell forged and strengthened relationships with its consumers. The aim of the relationship is to develop a bond between the consumer and Dell based on the consumer’s loyalty to Dell (Klinker, Terrell, & Mahfouz, 2006). The fundamental understanding behind this approach can be found in the perception that it is far more expensive to acquire a new customer than it is to keep a current customer loyal. In the case of Dell, the development of this loyalty is brought about through technological and innovative products as well as through customer support.
Being a key player in the silicon industry, it comes as no surprise that Dell makes use of not one but three software to carry out its CRM strategy. The first is the very website which is designed to facilitate customer customization and provides the consumer with consumer-specific sales data, the second is automation software used for marketing purposes while the third is a system integrating the sales, financial, marketing and management operations at Dell.

When Michael Dell initiated operations in 1984, there were two hurdles that came forth as most profound. The first hurdle existed in the form of the need to reach through to the consumers in a manner such that they could be encouraged and motivated to procure customized computer systems (Klinker, Terrell, & Mahfouz, 2006). The second obstacle existed in the form of the fact that the selling of customized computer systems directly to the consumers would require a unique supply chain that could be relied upon to reduce inventory expanse and enhance plan execution.For Dell, CRM came forth as a process through which Dell forged and strengthened relationships with its consumers. The aim of the relationship is to develop a bond between the consumer and Dell based on the consumer’s loyalty to Dell (Klinker, Terrell, & Mahfouz, 2006). The fundamental understanding behind this approach can be found in the perception that it is far more expensive to acquire a new customer than it is to keep a current customer loyal. In the case of Dell, the development of this loyalty is brought about through technological and innovative products as well as through customer support.Being a key player in the silicon industry, it comes as no surprise that Dell makes use of not one but three software to carry out its CRM strategy. The first is the very website which is designed to facilitate customer customization and provides the consumer with consumer-specific sales data, the second is automation software used for marketing purposes while the third is a system integrating the sales, financial, marketing and management operations at Dell.

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