Unbundling and delivering CRM applications as e-services: A case study in customer segmentation

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The development of Customer Relationship Management (CRM) capabilities by incrementally sourcing and combining 'best of breed' services from different providers is a key lever for reducing the implementation risks and costs linked to CRM projects. Central to a 'best of breed' and incremental CRM implementation strategy is the decomposition or 'unbundling' of CRM functionality into a portfolio of services that can be sourced from the application service providers and/or developed internally in the client organisation. This paper proposes an unbundling approach for disintegrating enterprise applications into e-services, addressing IT issues and methodological steps relating to the disintegration of CRM applications into self-contained e-services and developing the service blueprint to deliver the e-service. In particular, the paper conducts a walk through the unbundling process, describing a case study to illustrate the unbundling of customer segmentation functionality towards packaging and delivering the functionality as an on-demand e-service. Copyright © 2006 Inderscience Enterprises Ltd.
Original languageEnglish
Pages (from-to)297-316
Number of pages19
JournalInternational Journal of Services, Technology and Management
Issue number3
Publication statusPublished - 2006


  • Application Services Provider (ASP) model
  • Business process models
  • Customer Relationship Management (CRM) applications
  • e-services
  • On-demand services
  • Unbundling


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