8. Innovating Customer Relationship Management Cloud Services at Standard Chartered Bank

As we saw in Chap. 7, cloud computing is a rapidly emerging technology with potentially massive impacts. But organizations have been struggling for some time with how best to gain business value whilst addressing the new challenges of yet another disruptive technology. Whilst there is a growing body of research into cloud computing, there have been very few case studies that analyse the business benefits to organizations. This chapter aims to answer the call for research on business issues relating to cloud computing from both a cloud consumer and cloud provider perspective (Venters and Whitley 2012; Yang and Tate 2012), and research investigating business impact empirically (Hoberg et al. 2012). The research builds on extensive outsourcing research, answering the call for more detailed longitudinal case studies (Lacity et al. 2010, 2016).