Challenges and advantages of the implementation of CRM in business organisations

Abstract

This work has concentrated on the advantages a customer relationship management strategy could provide and the possible limitations to its proper implementations. The relationship marketing, being the basis of the customer relationship management formation and development might have been misunderstood and misguided from its first initial idea, leading to the many reported cases of failed customer relationship management implementation. The current research has been completed from its strategic perspective and attempts to give proper strategic resolution to the discovered challenges. The work consists of four chapters. The first chapter explains clearly the purpose of the study. The second chapter reviews the academic literature and links together intersectional concepts that layout the foundation for the further discussion. The methodology of the research is situated in the third chapter outlining the procedures and the philosophy on which the research was based. The findings – chapter IV, describe the investigation of the set objectives of the work and follow its purpose. There have been 9 findings C1-C9 and two conceptual frameworks proposed, which contribute to the academic literature, namely: The CRM strategic triangle – addressing the proper strategic approach for CRM implementation CRM implementation gap model – conceptualizing the proper implementation approach of CRM a service product. The author’s interest in the subject is motivated by his own past experience, and the aspiration to contribute to the science in the researched area. The chosen industry – services, coincides with the identified principles of CRM and is hence consistent with the proposed discussion.