Left Behind Expectations - How to Prevent CRM Implementations from Failing

Becker Jan U. (), Greve Goetz () and Sönke Albers
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Becker Jan U.: Assistant Professor of Marketing and Innovation, Kühne Logistics University, Hamburg, Germany
Greve Goetz: Professor of Marketing and Sales, Hamburg School of Business Administration, Hamburg, Germany

NIM Marketing Intelligence Review, 2010, vol. 2, issue 2, 34-41

Abstract: This article discusses performance drivers of CRM projects and is particularly relevant for managers seeking to optimize their companies CRM efforts. Despite the billions of dollars that have been spent on the implementation of customer relationship management (CRM) systems, many of the adopting companies are unhappy with the results. This can be due to two reasons: first, either the CRM projects are poorly implemented and thus do not perform accordingly, or, second, companies expect too much from CRM systems. This research examines how technological and organizational implementations as well as internal support affect the objectives of CRM with regard to initiating, maintaining, and retaining customer relationships. The results indicate that internal support is an important factor for the performance of CRM implementation. Further, it helps to have a clear focus for a CRM system to specifically address diverse functions such as the acquisition, maintenance, and retention of customers and to tailor implementation effort to the needs of the major functions

Keywords: Customer Relationship Management; CRM Implementation; CRM Process; CRM Success; Customer Life-Cycle (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:2:y:2010:i:2:p:34-41:n:5

DOI: 10.2478/gfkmir-2014-0061

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