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UBC Theses and Dissertations

Evaluation vertical strategies in CRM using an object-oriented approach Parkinson, Pierre


Software vendors are required to constantly adjust their product strategies to maintain the competitiveness of their products as they evolve through the product lifecycle. Customer Relationship Management (CRM) software reached, what many considered, the mature stage of its lifecycle in the year 2000. To prevent sales from stagnating in a maturing market, some CRM vendors adopted a strategy of developing vertical CRM solutions to continue sales growth by exploiting well-defined niche markets. To develop a vertical CRM product it is necessary to create a single solution that can easily be customized to suit the needs of a set of companies in a defined industry. The objective of this paper is to investigate if an object-oriented business modeling technique is appropriate for defining vertical CRM solutions. To investigate the appropriateness of an object-oriented business modeling technique, object-oriented business models were created for two financial services organizations and then compared to an actual vertical CRM solution that was known to be successful. The results of the analysis demonstrate that object-oriented modeling techniques can be used successfully to both define the requirements for vertical CRM solutions, as well as to test if a vertical CRM solution meets those requirements. The implication of this research is that object-oriented business analysis shows promise in defining vertical CRM solutions and that this technique could be adopted by industry to accelerate the development cycles of vertical CRM solutions.

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