Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: Customer relationship management at BBSN
Title
Customer relationship management at BBSN
Author
David-West, O; Oyebode, A
Pages
12
Product Type
Reference #
906-047-1
Teaching Note
906-047-8
Institute
Setting
Nigeria
Year
2006
Keywords
Customer relationship management (CRM); Information technology (IT); Software selection; Small and medium enterprises; Retail systems
Summary/
Abstract
Abstract
Ronke Dawodu is the owner and Chief Executive Officer (CEO) of BBSN, a grocery retailer located in Lagos, Nigeria. From her travels and life experiences, Ronke has witnessed customer loyalty solutions and is desirous of such solutions for their customers. BBSN have implemented and currently use an automated retail management system (RMS) for their day to day operations. In addition, they have launched some customer loyalty initiatives. In this case, we see a typical small and medium enterprise (SME) owner challenged with a need to increase the customer base of their existing customer relationship management (CRM) initiatives. In order to do this effectively, Ronke must turn to technology. This case is intended to introduce small business managers to various approaches to enhancing CRM in their organisations using information technology (IT) solutions. The purpose of this case is to: (1) enlighten students on the need for effective customer relationship management; (2) look at the technological approaches to CRM; and (3) look at the decision making process in choosing an IT solution. The key learning from this case is that CRM does not really lie in the choice of software, but in the organisational systems and methods put in place.
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