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| Author: | Wilson, H. Daniel, E. McDonald, M. |
| Title: | Factors for Success in Customer Relationship Management (CRM) Systems |
| Journal: | Journal of Marketing Management
2002 : FEB, VOL. 18:1-2, p. 193-220 |
| Index terms: | CUSTOMERS CUSTOMER RELATIONS MANAGEMENT INFORMATION TECHNOLOGY SUCCESS CASE STUDIES |
| Language: | eng |
| Abstract: | The importance of effective customer relationships as a key to customer value and hence shareholder value is widely emphasized. 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 under emphasized in previous literature include: the need for project approval procedures which allow for uncertainty and the need to leverage models of best practice. |
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