Implementing the CRM Strategy

V. Kumar () and Werner Reinartz
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V. Kumar: Georgia State University

Chapter 4 in Customer Relationship Management, 2012, pp 55-85 from Springer

Abstract: Abstract Implementing the CRM Strategy involves putting together a sequential order of operations that comprises of the following components: (1) the various elements of a CRM System such as the company to customer touch points that cover sales, marketing, and service functions, (2) ascertaining the ROI of the planned CRM initiative by considering the costs and implementation timeframe, and (3) the project and data requirements for the deployment of the CRM project. To explain the process of CRM implementation, this chapter reviews a case study involving British financial service company Capital One. This case highlights the factors that impact the implementation of CRM in an organization.

Keywords: Credit Card; Customer Relationship Management; Credit Line; Touch Point; Annual Percentage Rate (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/978-3-642-20110-3_4

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