This case study highlights some of the realities involved when
organisations seek to improve customer service through CRM systems.
It also reflects on the relatively neglected topic of the specific
and additional challenges certain organisations face when they
are tasked with improving customer service through the use of
intermediaries. More specifically, this study is useful in terms of
developing our understanding of the relevance of CRM approaches,
in terms of some lessons on the role of good information systems
design and management, and how such systems and processes
can impact on the appropriate strategic direction for an organisation