Ubiquitous customer relationship management : unforeseen issues and benefits

Convergence of pervasive technologies, techno-centric customers and the emergence of digitized channels, overabundance of user friendly retail applications are having a profound impact on retail experience, leading to the advent of ‘everywhere retailing’. With the rapid uptake of digital complimentary assets and smart mobile applications are revolutionizing the relationship of retailers with their customers and suppliers. Retail firms are increasingly investing substantial resources on dynamic Customer Relationship Management systems (D-CRM / U-CRM) to better engage with customers to sense and respond quickly (Agility of the firm) to their demands. However, unlike traditional CRM systems, engagement with U-CRM systems requires that firms be hyper sensitive to volatile customer needs and wants. Following the notions of firm agility, this study attempts to develop a framework to understand such unforeseen benefits and issues of U-CRM. This research-in-progress paper reports an a-priory framework including 62 U-CRM benefits derived through an archival analysis of literature.

Agility of the firm : customer's perspective

Agility is emerging as an important determinant of success and achieving sustained competitive advantage in hyper-competition. Whilst the digital natives are on the rise, ubiquitous technologies, networks and associated systems are increasingly weaving themselves into the very fabric of everyday life of both individuals and corporations. With a global shift towards “everywhere retailing”, ubiquitous contemporary information systems such as mobile CRM systems (C-CRMS) are evolving. Unlike in traditional CRMS, customers are becoming an important user group in this new paradigm. Draws on agility literature, this study examine how customers’ use of C-CRMS influence firm’s customer sensing capability, firm’s customer responding capability, and how customer-perceived firm’s responsiveness influence customers use of C-CRMS. Following the notions of agility we theorized firm’s customer agility from customers’ standpoint where we use customers’ use of C-CRMS and customer-perceived firm’s responsiveness for sensing and responding components of agility respectively. This research-in-progress paper investigates how C-CRMS facilitates firm’s customer agility, and reports the approach pursued in adopting sense and response measures of customer agility taking the customers perspective derived through extant literature.

Provision of customer knowledge to supply chains

Knowledge about customers is vital for supply chains in order to ensure customer satisfaction. In an ideal supply chain environment, supply chain partners are able to perform planning tasks collaboratively, because they share information. However, customers are not always able or willing to share information with their suppliers. End consumers, on the one hand, do not usually provide a retail company with demand information. On the other hand, industrial customers might consciously hide information. Wherever a supply chain is not provided with demand forecast information, it needs to derive these demand forecasts by other means. Customer Relationship Management provides a set of tools to overcome informational uncertainty. We show how CRM and SCM information can be integrated on the conceptual as well as technical levels in order to provide supply chain managers with relevant information.

Agility : customer's perspective

In competitive environments agility is emerging as an important determinant of success. Despite the widely accepted importance of agility there has been paucity in research on this construct, especially the customer’s perspective of agility. Rise of digital natives together with growth of ubiquitous information systems has changed the way firms engage with their customers. Firms are finding it difficult to establish sustained loyalty hence the long term sustained advantage over competition. Hence, firms are increasingly investing substantial resources on dynamic Customer Relationship Management systems such as mobile-CRMS to better engage with customers to sense and respond quickly (Agility of the firm) to their demands. This paper investigates firm’s customer agility from customer’s perspective, and we propose a model to understand firm’s customer agility from customer’s point of view. The proposed model is derived based on previous conceptions of agility and the expectation confirmation theory (ECT). This paper reports the initial findings of this study obtained through a pilot test. The findings of the study demonstrate that customer’s view point on firm’s customer agility is an important determinant of achieving success through sustained competitive advantage.

An interpretive field study of packaged software selection processes

Packaged software is pre-built with the intention of licensing it to users in domestic settings and work organisations. This thesis focuses upon the work organisation where packaged software has been characterised as one of the latest ‘solutions’ to the problems of information systems. The study investigates the packaged software selection process that has, to date, been largely viewed as objective and rational. In contrast, this interpretive study is based on a 21⁄2 year long field study of organisational experiences with packaged software selection at T.Co, a consultancy organisation based in the United Kingdom. Emerging from the iterative process of case study and action research is an alternative theory of packaged software selection. The research argues that packaged software selection is far from the rationalistic and linear process that previous studies suggest. Instead, the study finds that aspects of the traditional process of selection incorporating the activities of gathering requirements, evaluation and selection based on ‘best fit’ may or may not take place. Furthermore, even where these aspects occur they may not have equal weight or impact upon implementation and usage as may be expected. This is due to the influence of those multiple realities which originate from the organisational and market environments within which packages are created, selected and used, the lack of homogeneity in organisational contexts and the variously interpreted characteristics of the package in question.

A business engineering approach to client relationship management in a knowledge based firm

This thesis examines Customer Relationship Management and how the capabilities of an organisation to innovate can be enhanced via its implementation in a Knowledge Based Firm. The research identifies current customer knowledge components within an organisation and identifies for future use, CRM components for implementation within a Knowledge Based Firm. Opinions from a panel of experts' are identified for best practice customer relationship strategy, the most important CRM processes and identification of customer knowledge components that will form the basis of implementing a successful CRM to gain a competitive advantage through enhancing the innovative capability for a Knowledge Based Firm.

Agility in consumer retail: sense-response alignment through the eyes of customers

In hyper competition, firms that are agile: sensing and responding better to customer requirements tend to be more successful and achieve supernormal profits. In spite of the widely accepted importance of customer agility, research is limited on this construct. The limited research also has predominantly focussed on the firm’s perspective of agility. However, we propose that the customers are better positioned to determine how well a firm is responding to their requirements (aka a firm’s customer agility). Taking the customers’ stand point, we address the issue of sense and respond alignment in two perspectives-matching and mediating. Based on data collected from customers in a field study, we tested hypothesis pertaining to the two methods of alignment using polynomial regression and response surface methodology. The results provide a good explanation for the role of both forms of alignment on customer satisfaction. Implication for research and practice are discussed.

Decision-theoretic designs for dose-finding clinical trials with multiple outcomes

A decision-theoretic framework is proposed for designing sequential dose-finding trials with multiple outcomes. The optimal strategy is solvable theoretically via backward induction. However, for dose-finding studies involving k doses, the computational complexity is the same as the bandit problem with k-dependent arms, which is computationally prohibitive. We therefore provide two computationally compromised strategies, which is of practical interest as the computational complexity is greatly reduced: one is closely related to the continual reassessment method (CRM), and the other improves CRM and approximates to the optimal strategy better. In particular, we present the framework for phase I/II trials with multiple outcomes. Applications to a pediatric HIV trial and a cancer chemotherapy trial are given to illustrate the proposed approach. Simulation results for the two trials show that the computationally compromised strategy can perform well and appear to be ethical for allocating patients. The proposed framework can provide better approximation to the optimal strategy if more extensive computing is available.

Predicting price-tag for customized goods

We discuss a dynamic pricing model which will aid automobile manufacturer in choosing the right price for customer segment. Though there is oligopoly market structure, the customers get "locked" into a particular technology/company which virtually makes the situation akin to a monopoly. There are associated network externalities and positive feedback. The key idea in monopoly pricing lies in extracting the customer surplus by exploiting the respective elasticities of demand. We present a Walrasian general equilibrium approach to determine the segment price. We compare the prices obtained from optimization model with that from Walrasian dynamics. The results are encouraging and can serve as a critical factor in Customer Relationship Management (CRM) and thereby effectively manage the lock-in.

Profitable Customer Management: A Study in Retail Banking

The increasing focus of relationship marketing and customer relationship management (CRM) studies on issues of customer profitability has led to the emergence of an area of research on profitable customer management. Nevertheless, there is a notable lack of empirical research examining the current practices of firms specifically with regard to the profitable management of customer relationships according to the approaches suggested in theory. This thesis fills this research gap by exploring profitable customer management in the retail banking sector. Several topics are covered, including marketing metrics and accountability; challenges in the implementation of profitable customer management approaches in practice; analytic versus heuristic (‘rule of thumb’) decision making; and the modification of costly customer behavior in order to increase customer profitability, customer lifetime value (CLV), and customer equity, i.e. the financial value of the customer base. The thesis critically reviews the concept of customer equity and proposes a Customer Equity Scorecard, providing a starting point for a constructive dialog between marketing and finance concerning the development of appropriate metrics to measure marketing outcomes. Since customer management and measurement issues go hand in hand, profitable customer management is contingent on both marketing management skills and financial measurement skills. A clear gap between marketing theory and practice regarding profitable customer management is also identified. The findings show that key customer management aspects that have been proposed within the literature on profitable customer management for many years, are not being actively applied by the banks included in the research. Instead, several areas of customer management decision making are found to be influenced by heuristics. This dilemma for marketing accountability is addressed by emphasizing that CLV and customer equity, which are aggregate metrics, only provide certain indications regarding the relative value of customers and the approximate value of the customer base (or groups of customers), respectively. The value created by marketing manifests itself in the effect of marketing actions on customer perceptions, behavior, and ultimately the components of CLV, namely revenues, costs, risk, and retention, as well as additional components of customer equity, such as customer acquisition. The thesis also points out that although costs are a crucial component of CLV, they have largely been neglected in prior CRM research. Cost-cutting has often been viewed negatively in customer-focused marketing literature on service quality and customer profitability, but the case studies in this thesis demonstrate that reduced costs do not necessarily have to lead to lower service quality, customer retention, and customer-related revenues. Consequently, this thesis provides an expanded foundation upon which marketers can stake their claim for accountability. By focusing on the range of drivers and all of the components of CLV and customer equity, marketing has the potential to provide specific evidence concerning how various activities have affected the drivers and components of CLV within different groups of customers, and the implications for customer equity on a customer base level.

Asiakassuhteiden johtaminen ja sen merkitys Valion kuluttajapalvelun arvioinnissa ja kehittämisessä

Tutkielman kohdeilmiönä tarkasteltiin asiakassuhdejohtamista ja asiakassuhteen ulottuvuuksia palvelukontekstissa. Tavoitteena oli selvittää, mikä merkitys asiakassuhteiden johtamisella on Valion kuluttajapalvelun arvioinnissa ja kehittämisessä. Valion kuluttajapalvelua tarkasteltiin asiakassuhdejohtamisen osaprosessina. Tutkimuksen teoriaosassa tutustuttiin asiakassuhtejohtamisen taustalla vaikuttaviin näkökulmiin ja määrittelyihin. Asiakassuhteiden johtamista kuvattiin erilaisten prosessimallien avulla yrityksen toimintojen näkökulmasta. Lisäksi tarkasteltiin asiakassuhteen ulottuvuuksia, kuten palvelutarjoomaa, vuorovaikutusta, tyytyväisyyttä, luottamusta sekä uskollisuutta ja sitoutumista. Lopuksi tarkasteltiin arvoa käsitteenä ja arvon merkitystä palvelukontekstissa. Teoriaosan perusteella asiakassuhdejohtaminen on kokonaisvaltainen prosessi, jonka tavoitteena ovat tuottavat ja pitkäkestoiset asiakassuhteet. Yritykseltä vaaditaan kykyä nähdä ja havaita asiakkaiden tarpeita ja mieltymyksiä. Asiakkaan kokema arvo voi välittyä itse palvelusta, prosesseista, ihmisistä, vuorovaikutuksesta, kanavista ja niin edelleen. Myönteisten kokemusten lisääminen palvelu¬prosessin aikana kasvattaa asiakkaan tyytyväisyyttä. Empiirinen osa toteutettiin tapaustutkimuksena, jossa tutkimuskohteena oli Valion kuluttajapalvelu. Tavoitteena oli kerätä tietoa asiakkaiden kokemuksista kuluttajapalvelussa asioinnista. Tutkittavina kohteina olivat asiakasprosessi ja sen sujuvuus, palvelutarjooman sisältö, vuorovaikutus prosessin aikana, asiakkaan kokema tyytyväisyys sekä luottamus yritystä ja sen palvelua kohtaan. Tutkimusaineisto koostui kymmenestä teemahaastattelusta. Haastateltavat olivat olleet yhteydessä Valion kuluttajapalveluun Internetin välityksellä vuoden 2010 aikana. Tutkimustulokset osoittavat, että Valion kuluttajapalvelu nähtiin kanavana, joka vahvistaa ja ylläpitää asiakkaiden suhdetta Valion kanssa. Ihmiset kuluttajapalvelussa nähdään merkittävinä myötävaikuttajina asiakkaiden tyytyväisyyteen ja pysyvyyteen samalla kun ovat vuorovaikutuksessa heidän kanssaan. Kuluttajapalvelun käyttö koettiin helpoksi ja Internet kanavana tuntui joustavalta. Palvelulta odotettiin ensisijaisesti palautteen vastaanottamisen lisäksi ongelmanratkaisua ja tuotetietousneuvontaa. Asiantuntijuus, palvelun nopeus sekä asiakkaan kuunteleminen tulivat esille tärkeimpinä palvelutekijöinä. Haasteena Valion kuluttajapalvelulle nousi esiin asiakaspalvelijan kyky havaita ja ymmärtää asiakkaan kokemien uhrausten määrä sekä kyky vastata niihin oikealla palvelutarjoomalla eli hyötyjen muodostamalla kokonaisuudella. Asiakaspalvelijan toimintaa kuvasi asiallisuus, virallisuus, huomioon ottava tyyli sekä yleinen ystävällisyys. Tutkimustulosten mukaan Valion kuluttajapalvelulla on olemassa keskeiset arvoa tuottavat palvelutekijät, mutta niiden toimivuus strategisina yhdistelminä asettaa haasteita jokaiseen palvelukohtaamiseen asiakkaan kanssa. Asiakkaan arvo-odotukset eivät aina olleet niitä, joita palvelukohtaamisessa oli realisoitunut. Tulosten perusteella voidaan todeta, että mitä paremmin Valion kuluttajapalvelu huomioi myös asiakkaiden emotionaaliset tarpeet, sitä suurempi on sen tuottama arvo asiakkaalle ja sitä kautta koko yritykselle.

Modelling and analysis of the variance in parallelism in parallel computations

In this paper, we introduce an analytical technique based on queueing networks and Petri nets for making a performance analysis of dataflow computations when executed on the Manchester machine. This technique is also applicable for the analysis of parallel computations on multiprocessors. We characterize the parallelism in dataflow computations through a four-parameter characterization, namely, the minimum parallelism, the maximum parallelism, the average parallelism and the variance in parallelism. We observe through detailed investigation of our analytical models that the average parallelism is a good characterization of the dataflow computations only as long as the variance in parallelism is small. However, significant difference in performance measures will result when the variance in parallelism is comparable to or higher than the average parallelism.

Fabrication and properties of TBCCO films via air-atomising spray deposition of thallium-free precursors

The high-field properties of polycrystalline superconducting TlBaCaCuO films fabricated by the incorporation of thallium vapour into air-atomised BaCaCuO precursors are described. Thick films with Tc values in the range 106-111 K have been prepared on polycrystalline yttria-stabilised zirconia substrates. The surface morphology, crystal structure and composition of the films are related to their high-field transport and magnetisation properties. Typical 10 mm × 9 mm films show Jc values > 1×104 A/cm2 at 77 K (0 T). The best film has a Jc=1.3×104 A/cm2 (Ic=3.6 A) at 77 K (0 T). Films prepared on 26 mm×9 mm substrates show typical large-area Jc values > 0.5×104 A/cm2 (77 K, 0 T). A square planar specimen of dimensions 4.3 mm ×4.3 mm exhibited magnetisation Jc values=1.2×105 A/cm2 at 4.2 K (0.1 T), 9.3×104 A/cm2 at 10 K (0.1 T), 3.3×104 A/ cm2 at 4 K (8 T), and 1.6×104 A/cm2 at 10 K (8 T). © 1994.

YAG激光毛化技术进展

二十世纪八十年代，当比利时冶金研究中心(CRM)开发出CO_2激光毛化冷轧辊技术后，尝试用YAG激光进行轧辊毛化一直吸引着众多的研究者，这是因为YAG(1.06μm)激光波长比CO_2(10.6μm)激光波长短一个量级，材料对YAG激光有更高的吸收率，并用YAG激光可以聚焦到更小的光斑尺寸，同时使用电信号驱动的声光开关技术便于对毛化分布进行可设定控制。但是用传统声光调制的YAG激光虽然可以碇以很高的脉冲频率(>30kHz)，但单脉冲有量仅为10mJ左右，难以达到辊面毛化粗糙度的要求，因此人们认为YAG激光用于毛化的主要困难是脉冲能量太小。

Otimização de metodologia para determinação de hidrocarbonetos policíclicos aromáticos pela técnica de extração por líquido pressurizado e sua aplicação a diferentes solos brasileiros

Os hidrocarbonetos policíclicos aromáticos (HPA) representam hoje grande preocupação à comunidade científica devido a sua comprovada ação cancerígena e mutagênica, assim tornam-se necessárias metodologias mais eficientes para suas determinações. O presente trabalho desenvolveu a técnica de extração por líquido pressurizado com a etapa de clean-up simultânea a extração, com sílica e alumina como adsorventes dentro da cela do equipamento ASE-350. A metodologia desenvolvida foi comparada com a tradicional extração por Sohxlet através de material de referência certificado. A extração por Soxhlet, apesar de eficiente, mostrou-se dispendiosa pelo gasto enorme de tempo, solvente e adsorventes quando comparada a extração por líquido pressurizado. De maneira geral a extração por líquido pressurizado apresentou-se mais vantajosa que a tradicional extração por Soxhlet. A eficiência da metodologia desenvolvida também foi testada através de quatro diferentes tipos de solos brasileiros fortificados com solução padrão de HPA. Os solos utilizados foram dos seguintes locais: Nova Lima MG, Lavras MG, Casimiro de Abreu RJ e Luiz Eduardo Magalhães BA. Todos possuíam características granulométricas e químicas diferentes entre si. Dois solos foram classificados em latossolos vermelhos, um em vermelho-amarelo e um em planossolo. Houve diferença significativa na eficiência de recuperação de alguns HPA quando comparados os quatro tipos de solos, já para outros HPA não evidenciou-se influência da tipologia do solo