Strategies for successful CRM implementation
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.
Keywords
Citation
Nguyen, T.H., Sherif, J.S. and Newby, M. (2007), "Strategies for successful CRM implementation", Information Management & Computer Security, Vol. 15 No. 2, pp. 102-115. https://doi.org/10.1108/09685220710748001
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited