Successful Practices in Customer Relationship Management
ISBN
0-7695-2056-1
Type
conference paper
Date Issued
2004-01-05
Author(s)
Research Team
IWI2, BN2
Abstract
Many companies have initiated projects to improve on customer orientation and plan the implementation of customer relationship management (CRM) systems. Among the desired benefits are increased customer satisfaction and retention by providing personalized products and value added services. Although the potentials of CRM are obvious only a few successful CRM implementations are known in practice. This article describes the results of a cross-industry benchmarking project in which 120 companies participated. The results show that there is no 'unique' CRM project and that successful implementations are rarely technical projects. From the research six critical success factors for CRM projects emerged: step-wise evolution, straightforward implementation and long-term project, organizational redesign, integrated system architecture of standard components, change management, and top management support. The six successful practice companies show examples of how these critical success factors are applied.
Language
English
HSG Classification
not classified
Refereed
No
Book title
Proceedings of the 37th Annual Hawaii International Conference on System Sciences, 2004
Publisher
IEEE Computer Society
Publisher place
Los Alamitos (CA)
Event Title
37th Hawaii International Conference on System Sciences 2004 (HICSS-37)
Event Location
Big Island, Hawaii
Event Date
05.-08.01.2004
Subject(s)
Division(s)
Eprints ID
214006
File(s)![Thumbnail Image]()
open.access
Name
PID24773.pdf
Size
245.47 KB
Format
Adobe PDF
Checksum (MD5)
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