GO-CRM.SB: A Goal-Oriented Methodology for CRM Projects in Small Businesses

摘要

The need to establish relations which lead to satisfaction for the customer and profitability for the company is felt not only in big companies which have been conducting projects to this end for some time, but also in small businesses. Unlike a big company, a small business cannot undertake large-scale investment in projects of this kind. The main aim of this paper is to provide an overview of a methodology which, starting from the company's objectives in the field of CRM (Customer Relations Management), facilitates a rapid and effective insertion of technology into small businesses. This methodology, called GO-CRM.SB, is part of a broader application framework for an innovative CRM tool, easy to implement and maintain in a small business. This article set's out the requirements and the fundamental steps in the application of the methodology, leaving the description of case studies on this methodology to further papers and the details of how it is used to the GO-CRM SB model manual (forthcoming).