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Measuring the Returns of Information Driven Customer Relationship Management Tools

Measuring the Returns of Information Driven Customer Relationship Management Tools
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Author(s): Ahern Brown (University of Massachusetts, Dartmouth, USA), Timothy Shea (University of Massachusetts, Dartmouth, USA) and D. Steven White
Copyright: 2006
Pages: 2
Source title: Emerging Trends and Challenges in Information Technology Management
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-019-6.ch156
ISBN13: 9781616921286
EISBN13: 9781466665361

Abstract

Today, Customer Relationship Management (CRM) implementations are large and expensive. Yet, in spite of best efforts, most CRM implementations are either disappointments or outright failures. The authors contend that the proper use of CRM metrics can positively influence CRM implementations. The paper presents current best practices of CRM metrics in large companies with full CRM implementations in the hopes of jumpstarting the use and research of CRM metrics in other companies. The proper use of CRM metrics can (1) measure and track the impact of their CRM system and (2) increase the likelihood of successful CRM implementations.

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