HUMAN COMPUTER INTERACTION APPROACH IN CUSTOMER RELATIONSHIP MANAGEMENT BASED ON SUPPLIER PERSPECTIVE

Abstract

Customer Relationship Management or in short, CRM, is a discipline as well as a set of discrete software and technologies which focuses on automating and improving the business processes associated with managing customer relationships in the areas of sales, marketing, customer services and support. Effective CRM software is deployed by organizations or suppliers that want to attract new customers and maintain current customers. More and more organizations have opted to spend their investment in CRM software as they believe it will generate more profits to the company. However, through findings and studies, it is found that more than 50% of the CRM implementation failed. This was due to five reasons such as system with no-ease-of-use, no understanding from business point-of-view, wrong focus, no user involvement and user resistance. This study attempts to clarify the issues that contribute to the failure of CRM and suggest how a Human Computer Interaction (HCI) approach will be able to address these issues. This study proposes to simplify the design of the system, the use of User Centered Design (UCD) approach, use of Hierarchical Task Analysis (HTA), use of metaphor and identify user’s behavior and characteristic in order to come out with an effective CRM system that can be implemented successfully. This study also had been carried out in a case study company that fits the criteria of supplier. The development and implementation of the system manage to address the current CRM issues and allow users to carry out their task efficiently and effectively thus allows the organization to satisfy their customers.