This paper investigates the benefits of customer relationship management system to a company in the context of customer centric age, using a case study of CRM implementation in a local telecom service company in Vietnam. The findings suggest that after a long time leading the telecom market, at the moment, the company was facing stiff competition from new service providers. This competition would be even stiffer after Vietnam joined WTO and the Vietnamese telecom market will be open to competition in 2012. In such circumstance, CRM played a very important role in offering many potential benefits to the company. The findings confirm the existing literature in depicting the benefits of CRM system: ameliorating the quality of sales, marketing and customer service. In addition, the findings emphasise the important values of CRM towards strategy planning at strategic level and the implementation of this strategy at both tactical level and management level. Moreover, the research findings also explore the opportunities for the establishment and development of organisational customer culture from the implementation of a CRM system. | Exploring the potential benefits of CRM systems in customer-centric age A case study of a telecom company in Vietnam
