Strategies for successful CRM implementation

Nguyen, Thuyuyen, Sherif, Joseph and Newby, Michael (2007) Strategies for successful CRM implementation. Information Management & Computer Security, 15 (2). pp. 102-115. ISSN 0968-5227

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Official URL: http://dx.doi.org/10.1108/09685220710748001

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.

Item Type: Article
Uncontrolled Keywords: competitive advantage, relationship marketing, customers
Subjects: G500 Information Systems
N100 Business studies
N200 Management studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Thuyuyen Nguyen
Date Deposited: 05 Oct 2012 08:34
Last Modified: 10 Aug 2015 11:09
URI: http://nrl.northumbria.ac.uk/id/eprint/9417

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