The complexity of DH’s operations is growing as rapidly as the company adds new clients. Sandi Higbee, DH’s Director of Operations, asks for your help in outlining a Web-based customer relationship management (CRM) system that will help manage the account managers’ ever-increasing levels of customer contact (recall that you learned about CRM systems in Chapter 9). Sandi reviewed the products offered by several leading CRM vendors and believes that one might work as a base product, but no matter which product is chosen, she believes that substantial customization will be necessary because DH’s operations are so complex and different from most companies that sell products or simple services to customers. A good CRM system for DH would need to monitor all types of customer interactions with DH account managers, operations staff, systems staff, and professional staff. In addition, the system’s Web interface should allow DH clients to access parts of the CRM system so they can track DH’s follow-up on their work requests and pending inquiries.
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