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Author Topic: UL Successful CRM implementation  (Read 2508 times)

skyhew

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UL [CRM Project Share] Successful CRM implementation
« on: October 13, 2008, 07:16 PM »
Successful CRM  implementation
ThuyUyen H. Nguyen
Han?s Corporation, La Canada, California, USA, and
Joseph S. Sherif and Michael Newby
California State University, Fullerton, California, USA


Keywords
Competitive advantage, Relationship marketing, Customers

Paper type
Research paper

Quote
Abstract

Purpose ? Customer relationship management (CRM) is an information system that tracks customers? interactions with the firm and allows employees to instantly pull up information about the customers such as past sales, service records, outstanding records and unresolved problem calls. This paper aims to put forward strategies for successful implementation of CRM and discusses barriers to CRM in e-business and m-business.

Design/methodology/approach ? The paper combines narrative with argument and analysis.

Findings ? CRM stores all information about its customers in a database and uses this data to coordinate sales, marketing, and customer service departments so as to work together smoothly to best serve their customers? needs.

Originality/value ? The paper demonstrates how CRM, if used properly, could enhance a company?s ability to achieve the ultimate goal of retaining customers and gain strategic advantage over its competitors.
 

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