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Progress in customer relationship management adoption: a cross-sector study

Meadows, Maureen and Dibb, Sally (2012). Progress in customer relationship management adoption: a cross-sector study. Journal of Strategic Marketing, 20(4) pp. 323–344.

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Although customer relationship management (CRM) is widely used by organizations to capture and manage customer data, the process of implementation can be problematic. This article takes a multi-sector view of CRM implementation in three areas of the UK services sector: banking and finance; professional services; and the government/public sector. The study captures variations in CRM practice and implementation across these sectors, applying an existing framework of CRM implementation to tease out progress in relation to people (the company's staff), the company itself, the customers, and the technology. The implications for organizations that have reached different implementation stages in their CRM journey are considered.

Item Type: Journal Article
Copyright Holders: 2012 Taylor & Francis
ISSN: 1466-4488
Keywords: customer relationship management (CRM); services marketing; financial services; professional services
Academic Unit/Department: Open University Business School
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
Item ID: 34412
Depositing User: Maureen Meadows
Date Deposited: 27 Sep 2012 08:57
Last Modified: 06 Nov 2013 15:45
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