CRM at Moore Medical Corporation - Response to questions about Harvard Business Review Case #9-601-142 Moore Medical Corporation.

Question 1: (a) Which new info system (CRM, ERP, etc), if any, should Moore purchase? In 2001, Linda Autore, CEO of Moore Medical Corporation, was faced with several significant company-wide problems that needed addressing. Each problem posed a specific challenge for Autore. For example, share of wallet of current customers was not close to 100% due in part because the company did not offer capital goods, also split shipments were an issue due to excess cost and wasted …

…this coming year. Moore Medical took a risk in spending such a considerable amount of cash on this website but the investment should pay off within the first year, assuming website incomes of $544,732 per month. Autore credited the company with "a strong tradition of accurately and quickly filling customer orders" and this investment promises to continue this tradition in the future (1). *all references are from Harvard Business School Case Study #9-601-142 Moore Medical Corporation