CRM implementation: Effectiveness issues and insights Academic Article uri icon


  • Conceptually, customer relationship management (CRM) has been widely embraced by businesses. In practice, however, examples of success contrast with anecdotes where the diffusion of CRM into organizations continues to be a slow process and/or where CRM implementation outcomes have fallen short of expectations. Successful implementation depends on a number of factors such as fit between of a firms CRM strategy and programs and its broader marketing strategy, and intraorganizational and interorganizational cooperation and coordination among entities involved in implementation. Building on the results of a survey of the CRM-implementation-related experiences of 101 U.S.-based firms, in this article the authors identify factors associated with successful CRM implementation and advance directions for future research.

published proceedings


author list (cited authors)

  • Bohling, T., Bowman, D., LaValle, S., Mittal, V., Das, N., Ramani, G., & Varadarajan, R.

citation count

  • 128

complete list of authors

  • Bohling, Timothy||Bowman, Douglas||LaValle, Steve||Mittal, Vikas||Das, Narayandas||Ramani, Girish||Varadarajan, Rajan

publication date

  • January 2006