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Factors for success in customer relationship management (CRM) systems

Wilson, Hugh; Daniel, Elizabeth and McDonald, Malcolm (2002). Factors for success in customer relationship management (CRM) systems. Journal of Marketing Management, 18(1) pp. 193–219.

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DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1362/0267257022775918
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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
Copyright Holders: 2002 Westburn Publishers Ltd.
ISSN: 0267-257X
Extra Information: This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution.
Academic Unit/Department: Open University Business School
Item ID: 15952
Depositing User: Users 9047 not found.
Date Deposited: 30 Apr 2009 13:28
Last Modified: 05 Dec 2010 06:01
URI: http://oro.open.ac.uk/id/eprint/15952
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