Work

CRM Implementation

Year: 2006

Type: article

Abstract: Conceptually, customer relationship management (CRM) has been widely embraced by businesses. In practice, however, examples of success contrast with anecdotes where the diffusion of CRM into organizations continues to be a slow process and/or where CRM implementation outcomes have fallen short of expectations. Successful implementation depends on a number of factors such as fit between of a firm’s CRM strategy and programs and its broader marketing strategy, and intraorganizational and interorganizational cooperation and coordination among entities involved in implementation. Building on the results of a survey of the CRM-implementation-related experiences of 101 U.S.-based firms, in this article the authors identify factors associated with successful CRM implementation and advance directions for future research.

Source: Journal of Service Research

DOI: 10.1177/1094670506293573

Authors: Timothy Bohling, Douglas Bowman, Steve LaValle, Vikas Mittal, Das Narayandas, Girish Ramani, Rajan Varadarajan

Institutions: IBM (United States), Emory University, University of Pittsburgh, Harvard University, Drexel University, Texas A&M University

Language: English

Topic: Corporate Governance and Management

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W3125651789

FWCI: 25.39

Cites: 17

Cited by: 269

Related to: 10