Customer Relationship Management: A Theoretical Overview and the High Cost of Failure (a Case Study)

Tamilla Curtis; Donald Barrere; Tom Griffin

Customer Relationship Management: A Theoretical Overview and the High Cost of Failure (a Case Study)

Tamilla Curtis, Donald Barrere, Tom Griffin

Management, Marketing and Operations

Nova Southeastern University

Research output: Other contribution

Abstract

Despite the significant benefits offered by the customer relationship management (CRM) strategy together with advanced technology, there is still a high rate of companies who fail to see results promised by CRM in order to achieve a competitive advantage. A review of the empirical literature together with the case study of the CRM implementation within a midsize financial firm will result in deeper understanding of current CRM practices that could contribute to better planning, selection, and implementation of customer relationship management programs.

Original language	American English
State	Published - Sep 1 2007

Keywords

CRM
customer relationship management
case study
failure
competitive advantage

Disciplines

Business Administration, Management, and Operations
Operations and Supply Chain Management
Sales and Merchandising

Access to Document

Customer Relationship Management A Theoretical Overview and theFinal published version, 0.98 MBLicense: CC BY

Cite this

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abstract = " Despite the significant benefits offered by the customer relationship management (CRM) strategy together with advanced technology, there is still a high rate of companies who fail to see results promised by CRM in order to achieve a competitive advantage. A review of the empirical literature together with the case study of the CRM implementation within a midsize financial firm will result in deeper understanding of current CRM practices that could contribute to better planning, selection, and implementation of customer relationship management programs.",

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N2 - Despite the significant benefits offered by the customer relationship management (CRM) strategy together with advanced technology, there is still a high rate of companies who fail to see results promised by CRM in order to achieve a competitive advantage. A review of the empirical literature together with the case study of the CRM implementation within a midsize financial firm will result in deeper understanding of current CRM practices that could contribute to better planning, selection, and implementation of customer relationship management programs.

AB - Despite the significant benefits offered by the customer relationship management (CRM) strategy together with advanced technology, there is still a high rate of companies who fail to see results promised by CRM in order to achieve a competitive advantage. A review of the empirical literature together with the case study of the CRM implementation within a midsize financial firm will result in deeper understanding of current CRM practices that could contribute to better planning, selection, and implementation of customer relationship management programs.

KW - CRM

KW - customer relationship management

KW - case study

KW - failure

KW - competitive advantage

UR - https://commons.erau.edu/publication/94

M3 - Other contribution

ER -

Customer Relationship Management: A Theoretical Overview and the High Cost of Failure (a Case Study)

Abstract

Keywords

Disciplines

Access to Document

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