White Papers

Assessing the Readiness of Firms for CRM: A Literature Review and Research Model

• Tags:
• crm,
• relationship,
• customer relationship management,
• relationship management

Overview The concept of Customer Relationship Management (CRM) resonates with managers in the competitive economy. Yet articles in the business press have described CRM implementation failures, and consequent company reluctance to invest in CRM. The potential for substantially improved customer relationship management, coupled with the high uncertainty surrounding failed implementation efforts, calls for critical new look at the determinants of, and influences upon, a firm's decision to adopt CRM. This paper responds by underscoring the criticality of performing a deep analysis of a firm's readiness to undertake a CRM initiative.

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