Strategy, technology and organisational alignment: Key components of CRM success
| Autor: | Mary Lou Roberts, Karyl Hazard, Raymond R. Liu |
|---|---|
| Rok vydání: | 2005 |
| Předmět: |
Marketing
Process management Electronic business business.industry InformationSystems_INFORMATIONSYSTEMSAPPLICATIONS Strategy and Management InformationSystems_DATABASEMANAGEMENT ComputerApplications_COMPUTERSINOTHERSYSTEMS Customer relationship management Culture change Loyalty business model ComputingMilieux_MANAGEMENTOFCOMPUTINGANDINFORMATIONSYSTEMS Direct marketing Enabling Technology integration Profiling (information science) business |
| Zdroj: | Journal of Database Marketing & Customer Strategy Management. 12:315-326 |
| ISSN: | 1741-2447 |
| DOI: | 10.1057/palgrave.dbm.3240268 |
| Popis: | The role of technology in successful customer relationship management (CRM) implementation is a perennial subject of concern to marketers. This paper reviews CRM studies, especially those with empirical data about the role of technology. The studies consistently indicate that technology is a necessary but not sufficient factor in the ultimate success of a CRM system. The paper then presents a model of CRM implementation that positions technology as an enabler of CRM success, but identifies other marketing and organisational issues as key drivers. It includes a case history of successful CRM implementation that features a staged approach to both technology integration and organisational readiness. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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