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The Quality of Human-Centeredness in CRM for SFA

The Quality of Human-Centeredness in CRM for SFA
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Author(s): Hannakaisa Isomäki (University of Jyväskylä, Finland) and Carl-Erik Wikström (University of Tampere, Finland)
Copyright: 2007
Pages: 2
Source title: Managing Worldwide Operations and Communications with Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-929-8.ch311
ISBN13: 9781599049298
EISBN13: 9781466665378

Abstract

At present relationship marketing is increasingly geared towards the development and utilization of information systems (IS), which sets a new domain of interest also for the viewpoint of human-centered use and development of IS. However, after several years of implementing information technology to support relationship marketing, up to 55% of all Customer Relationship Management (CRM) projects do not produce expected results (Rigby et al., 2002). In CRM success literature one can find several human related factors as potentially affecting a successful CRM implementation. Incentive alignment, resistance, commitment, and the fear for change of power relations are just a few (Wikström, 2005; Fjermestad and Romano, 2003; Ba et al., 2001; Morgan and Inks, 2001).

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