A Successful CRM Implementation Project in a Service Company: Case Study

Piskar Franka and Faganel Armand
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Piskar Franka: Sanolabor, d. d., Leskoškova 4, 1000 Ljubljana, Slovenia
Faganel Armand: Faculty of Management, University of Primorska, Cankarjeva 5, 6104 Koper, Slovenia

Organizacija, 2009, vol. 42, issue 5, 199-208

Abstract: Customer relationship management - CRM implementations increased rapidly in Slovenia in the last few years, following the trends elsewhere. Studies reporting how the implementation project goes on before, between and after the implementation are scarce. We offer a thorough case study analysis of the CRM implementation with a positive outcome in a Slovene service company. Case study demonstrates that CRM implementation is a holistic and complex concept, which means that it is not merely an integration of new information technology, but everything that happens around the business processes changes. We recommend that the company has already established a process approach and the orientation toward customers. Study showed the need for efficient leadership, acquirement of resources and CRM strategy implementation control; trust to the software solution shouldn't be self-understood. Through implemented analytical CRM company can improve the relationship with customers, achieve larger information sharing between employees and accept better strategic decisions.

Keywords: customer relationship management implementation; customer focus; process approach; quality; customer information; communication; marketing; service company; Slovenia; customer relationship management implementation; customer focus; process approach; quality; customer information; communication; marketing; service company; Slovenia (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:vrs:organi:v:42:y:2009:i:5:p:199-208:n:5

DOI: 10.2478/v10051-009-0017-y

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