Strategic issues in customer relationship management (CRM) implementation

The number of customer relationship management (CRM) implementations has grown dramatically in recent years. However, few academic studies of the issues associated with the implementation of the concept are available. This paper offers a modest contribution through the analysis of a case study of a CRM implementation at a UK‐based manufacturing company. The case study illustrates that CRM is a complex and holistic concept, organised around business processes and the integration of information technologies. The study also highlights that implementing CRM requires effective leadership, sourcing, targeting and evaluation strategies.

[1]  Jeffrey P. Katz,et al.  Unleashing the Killer App: Digital Strategies for Market Dominance , 1998 .

[2]  W. Johnston,et al.  An Evaluation of Divergent Perspectives on Customer Relationship Management: Towards a Common Understanding of an Emerging Phenomenon , 2004 .

[3]  Ben Light,et al.  A Review of the Issues Associated with Customer Relationship Management Systems , 2001, ECIS.

[4]  Matthew B. Miles,et al.  Qualitative Data Analysis: An Expanded Sourcebook , 1994 .

[5]  Ajay K. Kohli,et al.  HOW DO THEY KNOW THEIR CUSTOMERS SO WELL , 2001 .

[6]  Tom Rogers,et al.  Customer relationship leadership: a leadership and motivation model for the twenty‐first century business , 1999 .

[7]  Line Kristoffersen,et al.  Successful Application of a Customer Relationship Management Program in a Nonprofit Organization , 2004 .

[8]  Frederick Newell,et al.  Loyalty.com: Customer Relationship Management in the New Era of Internet Marketing , 2000 .

[9]  M. Markus,et al.  The Enterprise System Experience— From Adoption to Success , 2000 .

[10]  J. Peppard.  Customer Relationship Management (CRM) in Financial Services , 2000 .

[11]  Martin Christopher,et al.  Relationship Marketing: Strategy And Implementation , 2015 .

[12]  Jeffrey K. Pinto,et al.  Critical factors in successful project implementation , 1987, IEEE Transactions on Engineering Management.

[13]  David Silverman,et al.  Qualitative research: meanings or practices? , 1998, Inf. Syst. J..

[14]  R. Nagarajan,et al.  Enterprise Integration , 1999 .

[15]  Steve Maxwell.  Marketing for Competitive Advantage , 1997 .

[16]  John C. Haughey.  The Loyalty Effect , 1997, Business Ethics Quarterly.