Journal of Electronic Commerce in Organizations · 2004 · 11 citations · 0 references
Customer ExperienceCustomer SatisfactionBusiness IntelligenceDigital MarketingCustomer ProfilingCisco CeoE-businessManagementSystems EngineeringCustomer Relationship ManagementCustomer InvolvementBusiness-to-business MarketRelationship MarketingOrganizational SystemsCisco Systems Inc.Business Information SystemsInformation ManagementStrategic ManagementMarketingOrganizational CommunicationBusinessMarketing Strategy
This case describes the implementation of an Internet empowered Customer Relationship Management (CRM) at Cisco Systems Inc. After describing the organizational background of Cisco, the case takes the student into the issues that the executives faced after the market crash in 2001. John Chambers, Cisco CEO, and his team decided to strengthen Cisco’s relationship with the customers so that the company could emerge stronger when the markets recovered. Questions are raised as to the implementation of technology and supporting processes in a company that traditionally had not considered CRM as its core marketing strategy.