iProspect is a global digital performance marketing firm. It works to increase Web site traffic for its clients through services such as search engine optimization, lead generation, Web site analytics, and Web site conversion enhancement. Its clients include such firms as Adidas, American Express, Coca-Cola, Ford Motor Company, General Motors, and Sharp Electronics. The firm needs a formal means of capturing information about its customers and their interactions with the company. It also hopes to implement a CRM system that will capture its best business practices to enable it to build on sales and customer satisfaction successes.

Review Questions

1. What specific tasks must this CRM software perform?

2. What are the potential benefits that iProspect might capture from use of a CRM system?

Critical Thinking Questions

1.       The CFO has asked you to lead a team to assess the potential benefits associated with this system. Who would you choose to make up this team (job title and organization)? How could your team attempt to quantify the potential benefits of such a system

2.       . What are the pros and cons of choosing a hosted software solution to “test drive” a potential CRM solution?