TY - JOUR
T1 - Strategies for successful CRM implementation
AU - Nguyen, Thuyuyen
AU - Sherif, Joseph
AU - Newby, Michael
PY - 2007
Y1 - 2007
N2 - 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.
AB - 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.
KW - competitive advantage
KW - relationship marketing
KW - customers
U2 - 10.1108/09685220710748001
DO - 10.1108/09685220710748001
M3 - Article
VL - 15
SP - 102
EP - 115
JO - Information and Computer Security
JF - Information and Computer Security
SN - 2056-4961
IS - 2
ER -