Human Computer Interaction Approach in Customer Relationship Management Based on Supplier Perspective

Abstract

Customer relationship management or in short, CRM helps companies understand, as well as anticipate, the needs of current and potential customers. However, through findings and studies, it is found that more than 50% of the CRM implementations were 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 by using a few approaches namely user centered design (UCD), hierarchical task analysis (HTA), metaphor and user's behavior and characteristic identification in order to come out with a high in usability CRM system. In order to get a wider view of the current CRM implementation, this study has been conducted in the one of multinational company (MNC) in Malaysia. 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' needs.