Further Thoughts on CRM
2002-09-17
Research Paper
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Skepticism and disappointment have replaced the initial enthusiasm about CRM. The disappointing results of CRM-projects are often related to difficulties that managers encounter in embedding CRM in their strategy and organization structure. In this article we present a classification scheme on how CRM can be strategically embedded in organizations using the value disciplines of Treacy and Wiersema. We use the findings from three case studies to illustrate our classification. Based on these case studies and interviews with managers we distinguish between strategic and tactical CRM, and derive important issues that managers should consider before successfully implementing CRM.
Keywords
Classifications using
Journal of Economic Literature (JEL) Classification System
- M : Business Administration and Business Economics; Marketing; Accounting
- C44 : Statistical Decision Theory; Operations Research
- M31 : Marketing
Automatically Extracted Terms
- customer
- management
- marketing
- organization
- strategy
- provider
- relationship
- organization structure
- holiday resort provider
- insurance provider
- business
- structure
- program
- product
- insurance
- figure
- value
- resort
- investment banker
- database
