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Implementing a Customer Relationship Management (CRM) System
Abstract
CRM systems offer companies a unique ability to manage their customers more effectively. There is a wealth of benefits to CRM both internally and externally, and if used correctly, they can grow a company's customer base and profits. Despite this, the implementations of these systems have a high rate of failure, with companies often spending large amounts of money without gaining anything other than an internal reporting tool. This chapter looks at the reasons behind these failures, looking at previous case studies, theories, and problems to decipher the main issues. The authors then use a recent CRM implementation as a case study to see how these issues relate to a real-life scenario. The research concludes with a 10-step plan which can help academics and practitioners in gaining a better understanding of the implementation issues involved with such complex systems.
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