3.0 EVOLUTION OF CRM

As one of the key business processes, CRM focuses on developing and managing relationships with internal and external customers. A CRM business process consists of strategic and operational sub-processes as follows.

1. The strategic sub-processes

- Review corporate and marketing strategy

-Identify criteria for categorizing customers

-Provide guidelines for the degree of differentiation in the Product/Service Agreement (PSA)

- Develop a framework of metrics

-Develop guidelines for sharing process improvement benefits with customers

2. The operational sub-processes

- Differentiate customers

- Prepare the account/segment management team

-Internally review the accounts

- Identify opportunities with the accounts

- Develop the PSA

- Implement the PSA

v Measure performance and generate profitability reports

CRM is part of a demand chain solution to address challenges in attracting potential customers and creating customer loyalty. Demand chains address issues related to customer demand, including product information, the product itself, services related to the purchased products, the product’s ease of use and performance, the purchasing experience, and after-sales support (Richard, 2010).

Three (3) phases in the evolution of CRM is reporting, analyzing, and predicting. CRM reporting technologies help organizations identify their customers across other applications. CRM analysis technologies help organizations segment their customers into categories such as best and worst customers. CRM predicting technologies help organizations make predictions regarding customer behavior such as which customers are at risk of leaving (Paige, 2009).

2.0 RECENCY, FREQUENCY AND MONETARY VALUE

This is useful formula to find most valuable customers. It is called RFM- Recency, Frequency, and Monetary value.

· Recency: How recently a customer purchased items.

· Frequency: How frequently a customer purchases items.

· Monetary value: How much a customer spends on each purchase?

For example, if Mrs. Zara always buys software but never computers, then the company should offer him free software with the purchase of a new computer. CRM technologies an organization can use to strengthen its customer relationships and increase revenues (Paige, 2009)

1.0 CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

One of the key activities that marketers should understand is how to effectively manage positive relationships with customers. Firms focus on CRM to have quality relationships with customers. CRM consists of the firm’s activities to build, retain, and sustain long-term relationships with customers, whereby it tries to improve profitability in the long run. To have an effective CRM system, the first task for the firm is to maximize the collection of customer information. Internet and information technology enable the firm to easily target specific customers, learn about their unique needs, analyze their behavior, and provide the best value to them. An effective CRM mainly depends on technologies based on advanced databases and analytical tools to analyze customer data and provide better products or services. For example, data mining, which is involved in specialized statistical software programs, allows a firm to uncover and predict customer behavior and purchase patterns. The firm can then tailor its marketing strategies to meet the customers’ specific needs. Web sites or call centers are also example of CRM systems that are used to support customer services, whereby the firm manages positive relationships with customers.

Although sophisticated statistical analytic software and information technologies play a critical role in the success of CRM implementation, it is not just the software or technologies that drive the building, maintaining, and sustaining of customer relationships. CRM means more than harnessing a technology based customer database. CRM is the overall firm commitment to the development of proactive customer relationship strategies that are combined with other business strategies. The purpose of CRM is to provide satisfaction for customers. CRM is more than the simple reduction of marketing costs and more efficient interactions with customers; it is the building of a long-lasting customer centric orientation within the firm (Cheryl, 2007).

Customer relationship management (CRM) refers to business processes executed by a company and with its business partners to service customers and sustain relationships with them.

UNITAR CIFAL Shanghai concludes Smart Cities training to build capacities in ICT for developing countries

From July 6-26, CIFAL Shanghai, in partnership with the Ministry of Commerce, Ministry of Industry and Information Technology, and the Ministry of Foreign Affairs of the P.R. of China, hosted its third training programme of 2011, with a focus on information and communications technology (ICT) services to build Smart Cities.

The 20-day training brought 38 participants from 24 countries, covering Asia-Pacific, Africa, Europe, Latin America and Caribbean regions to explore not only Chinese development of integrated ICT services in Shanghai, Hangzhou, and Beijing, but also to compare and discuss country to country experiences in achieving digital inclusion and modernized ICT services for all urban populations.

Participants hailed from Ministries of Information and Communication, Ministries of Interior, Finance and Planning, National Research Institutes, Parliaments, Local governments and more; and were from countries as varied as Egypt, Chile, Uganda, Nigeria, Tonga, Viet Nam, Albania and more.

The training opened with a focus on the City of Shanghai, showcasing the scaling up ICT services throughout the mega-city, and the how tos of investing in a "Digital Shanghai," as well as how investing in digital inclusion and digital literacy has exponential economic growth benefits for all. Participants had the chance to discuss and compare their own local development plans and how they address ICT planning and delivery, with that of Shanghai's past and present plans.

On day 7 of the training, all participants were moved to Beijing to visit IBM offices and its Cloud-Computing Centre, learning firsthand about how cloud computing can provide a low-cost solutions for ICT infrastructure and the extension of services for public and business users. Participants also had site visits to Lenovo Group's Beijing Innovation Centre, visiting the birthplace of Lenovo and learning about Lenovo Mobile Communications Technology.

Participants also had various lectures from leading Chinese companies in ICT services, such as Neusoft Corporation, noting the growth in Chinese public-private corporations in ICT research and development, consumer products, and services delivery, as well as the role of government in promoting Small and Medium Enterprise (SME) growth and business development in ICT. To learn about the role of ICT in delivering online media for "netizens", participants also had a site visit to People's Daily Online (one of the country's leading online news sites since 1998http://english.peopledaily.com.cn). Finally, participants visited China's Ministry of Industry and Information Technology, to learn firsthand about China's Informatization Development Strategy.

With a short pause to visit the Great Wall of China, participants were next taken to Hangzhou, the capital and largest city of Zhejiang Province in Eastern China, to visitHangzhou's Hi-tech Industry Development Zone, to attract e-Commerce companies from abroad, the park has a complete range of infrastructure, which has been constructed in accordance with the new city plan and all complementary basic services.

Participants then returned to Shanghai, learning about spillover development in satellite cities such as Wuxi, and ICT inclusion and upgrading for underdeveloped districts such as Fenxiang District in Shanghai.

With a wealth of examples of Eastern China's rapid informatization and how this is linked to effective local development planning, strategies, and financing, participants had a chance to gather a comprehensive view of how ICT investments extend to and can improve everything from disaster preparedness, health services, transport, job creation, to the general wealth and digital literacy of their populations.

NILAI

STUDENTS enrolled in Nilai University College (Nilai UC)’s Diploma in Aircraft Maintenance Engineering not only learn in the classroom, but have the opportunity to apply their knowledge on a real aircraft at the institution’s very own hangar.

Soon, these students will have the option to further their knowledge in the field through a recently signed memorandum of understanding with the United Kingdom’s (UK) Kingston University and CAA International Ltd (CAAi), a subsidiary of the UK Civil Aviation Authority.

Nilai UC president Prof Emeritus Tengku Datuk Shamsul Bahrin said students would have the option of pursuing an engineering degree in Aircraft Maintenance through its partnership with Kingston.

Prof Emeritus Tengku Shamsul (right) exchanging documents with Dr Mason at the ceremony.

“Students who want to further their studies after the diploma will have the avenue to do so locally through a one-year top-up degree programme with Kingston.

“With the agreement, Kingston will also now be providing the notes for the diploma programme while CAAi will regulate the examinations throughout the course duration,” he said at the signing ceremony recently.

The degree programme with Kingston is scheduled to commence next January, together with additional options in helicopter maintenance and avionics.

Prof Emeritus Tengku Shamsul said Nilai UC, which had been running the diploma programme for the past three years, aims to produce trained professionals who meet international aviation standards.

“Although three years is not a long time, we have worked hard to ensure the programme was accredited and now we are pleased to team up with Kingston and CAAi to further enhance the programme.

Diploma in Aircraft Maintenance Engineering students working on an aircraft during a practical sesion.

“Industry acceptance is also important and we are lucky to have the support of nine industry partners — SR Aviations Ltd, Berjaya Air, Dnest Aviation Services, KLAS, GGIFA, Sabah Air, Subang General Aviation Sdn Bhd, Integrated Training and Services Aviation Academy and Systematic General Aviation Sdn Bhd,” he said.

Aircraft Maintenance department head M. Kunalan said the partnership also allowed students to obtain valuable feedback on their examination performance.

“It is important for the students to know how they fare in the examinations, and now they will be able to get feedback on their performance from the CAAi,” he said.

Also present at the ceremony were Kingston University engineering faculty dean Dr Peter Mason and CAAi training and examinations unit senior manager Matthew Margesson.

FSKTM Students Represented UPM in Imagine Cup

Three students from the Faculty of Computer Science and Information Technology (FSKTM), Universiti Putra Malaysia (UPM), were selected to represent UPM at the 2011 Malaysia Imagine Cup competition recently.

Mohamad Najib Basery, The Green P

The FSKTM team is led by their mentors, Dr. Lili Nurliyana Abdullah, Dr. Razali Yaakob and Dr. Rohaya Latip.

Namely the Green P, they created the 'Botanic Sustainability Smart System', a web based software to identify the type of soil and suitable plants that can be planted with it.

A second year student in Bachelor of Computer Science (Computer Networks), Mohamad Najib said the idea to develop the software was drawn from the famine situation in Africa. Thus we are inspired to help them in identifying suitable crops for their land.

"It took us almost two months to develop this system as well as data collected from the Ministry of Agriculture and Agro-Based Industry (MOA), Institute for Research and Development Institute (MARDI) and assisted by Prof. Dr. Kamaruzaman Joseph from the Faculty of Forestry, "he said at the Malaysia 2011 Imagine Cup competition at the Pullman Hotel, Kuching.

In addition, the system is able to analyze the crop price index, which enables those involved in the agricultural industry to determine their budget in order to initiate agricultural projects.

Meanwhile, WASPending developed software that combines the teaching of general knowledge, science and math, and also a hero character as well as focused history for students aged 10 to 12 years old.

WASPending team leader, Wong Ching Yee said the system called 'Challenge the Difference "was developed in the form of games and educational software.

"I hope that this software will draw attention from the children’s education related industry," he said.

His friend, Tan Wee Chong, a final year student of Bachelor of Computer Science (Software Engineering) from The Frontiers said his group developed 'The 1 Cent Project' a micro donation system that integrates with telecommunication companies to further promote the culture of giving among students.

"Students can donate as low as one cent, and the use of the software can be promoted by the telecommunications company as a community service program (CSR).

"By using this system, users can select their donation to be distributed for non-governmental organizations (NGOs), the amount to be donated and the identification number and the data will be verified by the telecommunication companies after obtaining confirmation," he said.

The 2011 Imagine Cup is a technology competition between the students of the Institution of Higher Education in promoting solutions to global problems.

The competition aims to produce talented students in the world of software designers, programmers, game developers and digital media enthusiasts and simultaneously addressing issues related to humanitarian assistance, poverty, education, disease control, health, environment and global issues.

MMU Eyes Future in Nanotechnology

SCOUTING for a degree programme after leaving school may be a daunting experience for most school leavers.

There are many considerations that need weighing, including the growth potential of the industry chosen and cost of the programme pursued as decisions made can make or break one's career path in events of economic downturn or business uncertainties.

But there is one industry that is on the rise in Malaysia. It is none other than nanotechnology. School leavers or any candidates considering engineering programme can the nanotechnology alternative.

Although the field is still in its infancy, there is growing interest and expenditure in it.

Multimedia University (MMU) vice-president of academic, Associate Professor Wong Eng Kiong says: "We are seeing a slow but steady increase in enrolment in our nanotechnology programme because of the government's emphasis under the 9th Malaysia Plan."

Under 9MP, RM124.3 million has been allocated for the nanotechnology industry. The inauguration of the Malaysia Nanotechnology Association (MNA), governmental support for nanotechnology is at an all-time high as the technology can revolutionise the entire manufacturing industry.

One way this is achieved is by generating new types of nanomaterials, applicable in the metal, chemical and nanoelectronics industries. Other industries that can benefit are automotive, pharmaceuticals and health sciences, as well as information technology.

Realising the huge potential in store for the industry, MMU recently launched its Bachelor of Engineering Electronics (hons) majoring in nanotechnology. It is among the first of nanotechnology courses to be offered in the country.

"This nanotechnology programme is a true landmark offering," says Wong.

He said previously, those who wished to pursue a career on nanotechnology must go overseas.

"Now, you can join as an undergraduate and be part of a growth industry."

He adds that the career prospect for a nanotechnologist is quite healthy and promising.

He adds that the past few years have seen an increase in mechanical engineering enrolment, due to the manufacturing industry in the country. Telecommunications engineering also remains a popular choice.

MMU is one of the very few institutions in the country offering an undergraduate programme in nanotechnology

Intakes are open this month in the fields of engineering, IT, management and creative multimedia.