STFI, Sweden

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VII International Congress on Project
Engineering Pamplona, October 2003
IC and CRM what is important for SME?
Dr. Dorotea Slimani dorotea.slimani_at_stfi.se
STFI, Sweden University of Oviedo,
Spain Kasetsart University, Thailand Rajamangala
Institute of Technology, Thailand
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IC and CRM what is important for SME?
Someone who knows how to walk and run on land
has to learn how to swim and dive and get around
in water - Thomas A. Stewart
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IC and CRM what is important for SME?

• PROJECT ESTABLISHMENT
• KM4SME an interactive web-based model for
  Knowledge Management
• in the field of CRM adjusted for SME
• GOALS
• to build a network
• to identify, analyse and compare IC elements
  relevant for SME in Asia and Europe
• to develop an interactive web-based learning
  model for Knowledge Management
• to meet CRM requirements

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IC and CRM what is important for SME?
IC INTELLECTUALCAPITAL
the sum of an organisations patents, processes,
employees skills, technologies, information and
experiences () the sum of everything everybody
in company knows that gives it a competitive
edge (Stewart, 1997)
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IC and CRM what is important for SME?
INTELLECTUAL
CAPITAL
Human Capital
Structural
Capital
Relational
Capital
Staff
satisfaction
Reputation of the
Attitude
Business
philosophy
name
of the
Motivation
Behaviour
company
Conduct
Organization
structure
Staff
structure
Strategic alliances
Knowledge
Competence
Skills
Intellectual Property
Interrelation with
Competence
improvement
suppliers
Process technology
Stability
Loss risk
Relevant
customers
Interrelation with
Intensity
of the
Product
technology
other actors
Working
group
relations with the
customers
Knowledge acquire
Interrelation with
Customer
process
Customers
satisfaction
Support process and
Communication and
customer
service
transmission
mechanisms
Capacity
of
IT penetration
customer
improvement
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IC and CRM what is important for SME?

• CRM Customer Relationship Management
• DEFINITIONS
• It is an advanced tool for marketing
• It is a strategy
• It is a system for support and coordination of
  companys functions
• It is a set of coordinated processes and
  technologies used
• to manage companys all relations

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IC and CRM what is important for SME?
CRM - is a managerial concept that focuses on
adapting organisation, internal as well as
external communication, technology processes and
sub-processes in order to meet customers
requirements and build profitable, long-term
relationships with the most valuable customers
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IC and CRM what is important for SME?
CRM
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IC and CRM what is important for SME?

• CRM key aspects
• SALES
• customisation
• flexibility
• data gathering
• data availability
• software usability
• interaction channels

• MARKETING
• customisation
• profiling
• flexibility
• data gathering
• data availability
• software usability
• interaction channels

• CUSTOMER SUPPORT
• profiling
• flexibility
• data gathering
• data availability
• software usability
• interaction channels

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IC and CRM what is important for SME?

• CRM key aspects cont.
• TECHNOLOGY
• flexibility
• ORGANISATION
• structure
• culture
• customer relationship

• IT SYSTEMS
• data gathering
• data availability
• software usability
• integration with customers systems
• integration with partners systems
• PARTNERS
• character of relationship
• data gathering
• data availability

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IC and CRM what is important for SME?
THANK YOU
Dr. Dorotea Slimani dorotea.slimani_at_stfi.se