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Strategies for successful CRM implementation

Strategies for successful CRM implementation Purpose – Customer relationship management (CRM) is an information system that tracks customers' interactions with the firm and allows employees to instantly pull up information about the customers such as past sales, service records, outstanding records and unresolved problem calls. This paper aims to put forward strategies for successful implementation of CRM and discusses barriers to CRM in e‐business and m‐business. Design/methodology/approach – The paper combines narrative with argument and analysis. Findings – CRM stores all information about its customers in a database and uses this data to coordinate sales, marketing, and customer service departments so as to work together smoothly to best serve their customers' needs. Originality/value – The paper demonstrates how CRM, if used properly, could enhance a company's ability to achieve the ultimate goal of retaining customers and gain strategic advantage over its competitors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Information Management & Computer Security Emerald Publishing

Strategies for successful CRM implementation

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References (33)

Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0968-5227
DOI
10.1108/09685220710748001
Publisher site
See Article on Publisher Site

Abstract

Purpose – Customer relationship management (CRM) is an information system that tracks customers' interactions with the firm and allows employees to instantly pull up information about the customers such as past sales, service records, outstanding records and unresolved problem calls. This paper aims to put forward strategies for successful implementation of CRM and discusses barriers to CRM in e‐business and m‐business. Design/methodology/approach – The paper combines narrative with argument and analysis. Findings – CRM stores all information about its customers in a database and uses this data to coordinate sales, marketing, and customer service departments so as to work together smoothly to best serve their customers' needs. Originality/value – The paper demonstrates how CRM, if used properly, could enhance a company's ability to achieve the ultimate goal of retaining customers and gain strategic advantage over its competitors.

Journal

Information Management & Computer SecurityEmerald Publishing

Published: May 1, 2007

Keywords: Competitive advantage; Relationship marketing; Customers

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