1. What was the problem at Celcom that was described this case? What people, organization, and technology factors contributed to this problem?

2. What was Celcom’s business strategy and what was the role of customer relationship management in that strategy?

3. Describe Celcom’s solution to its problem. What people, organization, and technology issues did the solution have to address?

4. How effective was this solution? How did it affect the way Celcom ran its business and its business performance?

5. Describe two operational activities and two business decisions that were improved by Celcom’s new CRM capabilities.

For each question, try to write your point first, then rationale of your point, examples you can provide, and re-stress point.