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    Technologies to Support Customer-Centricity

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    Critique the following article with a brief introduction and overview of the article.
    Describe how the article either supports or disproves material.
    State your point of view.
    Summarize your thoughts and offer suggestions in support of your opinion.

    The Article:

    Technologies to Support Customer-Centricity

    Customer relationship management (CRM) systems, while satisfying a considerable
    need to better understand the customer, fall short of enabling this more acute form of
    customer-centricity. CRM systems are unprecedented in their ability to capture operational
    customer information and enable companies to manage and use that information
    across a range of customer touch points. Yet they capture the information
    predominantly in ways defined by the organization (and the CRM system's data structures),
    rather than by the customer. Consequently, customer insights and information
    sharing are rarely captured in CRM systems [6].

    Technologies to support customer-centricity that complement CRM functionalities
    and enable customers to cocreate have recently gained popularity. These technologies,
    when sponsored by the organization, enable customers to quickly, easily, and
    securely share their ideas with other members of the community, giving customers a
    relatively free and flexible medium for sharing, while allowing some control and
    management of the interaction by the sponsoring organization. The three technologies
    receiving the most recent attention as a medium for such customer engagement
    are discussion forums, weblogs, and wikis [2]. Common among these technologies is
    that they are "lightweight" [7] because they do not require the extensive technology
    and support infrastructure that other applications such as enterprise software demand.
    Consequently, implementation is often observed by user departments at the "grassroots"
    level. The language of interaction is simple, necessitating little or no "programming"
    (due to the use of simple codes or a word processor-like editor, instead of HTML).
    New content is visible immediately after its posting.

    Despite the similarities, there are differences between the three technologies. Weblogs
    promote a model of first-person storytelling and commenting, whereas forums engage
    customers in a process of question-and-answer (discussion). In both weblogs
    and forums, the content is organized chronologically rather than by topic. The wiki
    way, on the other hand, is intended as a medium for collaborative, topical writing and
    editing. Customers or organizational representatives can post an idea whereupon others,
    without special authorization, can modify the text to reflect their own thinking.
    Over time, with multiple edits, the resulting idea may be of higher quality because it
    has been exposed to reactions of both customers and organization insiders.

    At the most essential level, wiki design and use are founded on a set of 11 principles
    [24] that jointly define a vision, process, and structure for free and open idea exchange
    (see the Appendix). These principles, when followed, are intended to lead to ENABLING
    contributions, as well as serendipitous knowledge exchange.

    For example, one user may ask a question and in so doing create a hyperlink to an as
    yet undefined term while another user?unaware of the question?may inadvertently
    answer the question by independently defining the term. As such, wikis enable idea
    exchange in surprising and collaboration-promoting ways, described by some as the
    "wiki magic."1 Furthermore, unlike forums or weblogs, where new content is appended
    to the old, wikis let new information update and overwrite the old while preserving
    previous versions in a temporal database, together with a record of the change
    history. In a wiki context, then, customer engagement may be encouraged by customers
    and organizational representatives contributing knowledge to the wiki, both by
    posting linked wiki pages and by coediting wiki pages created by others.

    While wikis may foster customer engagement, they may also create new problems
    for the organization. The open engagement of customers in a coediting process makes
    the organization vulnerable to Web site defacing, destruction of intellectual property,
    and general chaos. Ideally then, customer-centricity involves not simply higher levels
    of customer engagement, but higher levels of "constructive" customer engagement.
    Therefore, our research question is: How do organizations use wiki technology and
    the wiki way to facilitate higher levels of constructive customer engagement? Our
    intent was to develop a theoretical model describing factors leading to constructive
    customer engagement when using wikis.

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    Solution Preview

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    Technologies to Support Customer Centricity Critique


    This critique will discuss the Customer Relationship Management (CRM) systems that are in place today. The article touches on discussion forums, weblogs, and wikis and how these forms are considered "lightweights" as minimal research is done to back the claims or statements.

    The article outlines today's technology and how information is at society's fingertips. Many venues areas are available for research and the article discusses what is right and what is wrong ...

    Solution Summary

    The solution is a critique that will discuss the Customer Relationship Management (CRM)