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Critical success factors for the successful customer relationship management: a conceptual case study

[journal article]

Mehta, Arpita

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Abstract Customer Relationship Management (CRM) technology have integrated the latest information technology, including: internet and E-commerce, multi-media technology, data warehousing data mining and artificial intelligence. This is all about the value of customer relationship management. It congregate the scattering data through the process of analysis, it provide a comprehensive and holistic view of certain individual customers. Customer Relationship Management originated and prevailed among western companies, it has already spread in many East Asian countries, such as: Japan, Korean, India and China etc. In order to improve the existing CRM implementation process and enhance the success rate of the CRM implementation, we present the most important Critical Success Factors for the CRM implementation through literature reviews, the chosen CSFs were based on previous studies in the CRM implementation field, focus on the identification of CRM projects, whether they have achieved success or subject to obscure deficiency. Subsequently, the literature study will provide us a group of CSFs which considered to be a comprehensive summarization of those most important factors for CRM implementation projects. It is a challenging work, still some points are summarized.
Keywords customer ties; customer orientation; direct marketing; economic success; enterprise; management approach; process management; case study; implementation; technical literature; information system
Classification Marketing
Free Keywords Customer Relationship Management; CRM
Document language English
Publication Year 2013
Journal International Journal of Business Trends and Technology (2013) 1
ISSN 2249-0183
Status Published Version; peer reviewed
Licence Free Digital Peer Publishing Licence