CABC Homepage
New Customer | Sign In
List of Popular Cases Newly Released Cases Faculty of Business and Economics Institutional Users Home Site Map
Advanced Search
Topic Index
Industry & Company Index
Most Popular Cases
Newly Released Cases
SME Cases Series
SME Case Series
China Cases Series
India Cases Series
IT Industry Transformation Series
Cases in Chinese
Cases in Other Languages
Project SARS Rebound
Case Details:
Email to a friend
Towngas: Achieving Competitive Advantage through Customer Relationship Management                                                                                                                                                                                                                
Product Ref: 03/178C Company: Towngas Hong Kong

Product Type: Case Industry: Energy

Related Product(s): Teaching Note
Authors: Benjamin Yen   Monica Wong
Towngas, one of the oldest energy suppliers in Hong Kong, invested millions of dollars in a customer relationship management initiative which resulted in not only higher customer satisfaction but new products generating extra revenue. This case explores the reasons behind Towngas' choice to use CRM as a tool to strengthen its business, and the ways it successfully implemented its CRM strategies. The case also discusses why several companies that had also invested heavily in CRM did not succeed in getting the expected return.
Functional Area : Marketing

Issues: CRM success factor
Length: 13 pages Country: Hong Kong SAR

Pub. Year: 2003 Level of Difficulty: 1
This product type is available in the following language(s):      English   Simplified Chinese
Related Information: N/A
This is a part of The Trade & Industry Department SME Case Series
Order This Item
Type Language Quantity * Unit Price
Case (03/178C) HK$58 / US$7.5
* Order quantity should include copies that you plan to make
   for class use or distribute for other purposes.
   You will not be shipped hard copies for cases.