CRM implementation: Effectiveness issues and insights Academic Article

abstract

• 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.

authors

• Varadarajan, Rajan

published proceedings

• JOURNAL OF SERVICE RESEARCH

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

publisher

• SAGE Publications  Publisher

published in

• Journal of Service Research  Journal

keywords

• Crm
• Crm Implementation
• Crm Strategy
• Customer Relationship Management

Digital Object Identifier (DOI)

• 10.1177/1094670506293573

start page

• 184

end page

• 194

volume

• 9

issue

• 2

URL

• http://dx.doi.org/10.1177/1094670506293573