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Factors for success in customer relationship management (CRM) systems
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Wilson, Hugh N., Daniel, Elizabeth and McDonald, Malcolm (2002) Factors for success in customer relationship management (CRM) systems. Journal of Marketing Management, 18 (1-2). pp. 193-219. doi:10.1362/0267257022775918 ISSN 0267-257X.
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Official URL: http://dx.doi.org/10.1362/0267257022775918
Abstract
The importance of effective customer relationships as a key to customer value and hence shareholder value is widely emphasised. In order to enhance these relationships, the application of IT to marketing through customer relationship management (CRM) software, e-commerce and other initiatives is growing rapidly. This study examines the factors that influence the successful deployment of CRM applications, with particular emphasis on those factors which are distinct from other areas of application. Using the analytic induction method, success factors were derived from five in-depth case studies. Resulting factors underemphasised in previous literature include: the need for project approval procedures which allow for uncertainty; the need to leverage models of best practice; the importance of prototyping new processes, not just IT; and the need to manage for the delivery of the intended benefits, rather than just implementing the original specification.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Journal of Marketing Management | ||||
Publisher: | Routledge | ||||
ISSN: | 0267-257X | ||||
Official Date: | 2002 | ||||
Dates: |
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Volume: | 18 | ||||
Number: | 1-2 | ||||
Page Range: | pp. 193-219 | ||||
DOI: | 10.1362/0267257022775918 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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