Towards developing a customer relationship management (CRM) strategy for supporting pre-implementation activities in business

Khashab, B., Gulliver, S. ORCID: https://orcid.org/0000-0002-4503-5448 and Michell, V. (2013) Towards developing a customer relationship management (CRM) strategy for supporting pre-implementation activities in business. In: 14th International Conference on Informatics and Semiotics in Organisation (ICISO), 25 -27 Mar 2013, Stockholm, Sweden, pp. 175-184.

Abstract/Summary

Effectively preparing and planning for Customer Relationship Management (CRM) strategy is critical to CRM implementation success. A lack of a common and systematic way to implement CRM means that focus must be placed on the pre-implementation stage to ensure chance of success. Although existing CRM implementation approaches evidence the need to concentrate mostly on the pre-implementation stage, they fail to address some key issues, which raises the need for a generic framework that address CRM strategy analysis. This paper proposes a framework to support effective CRM pre-implementation strategy development.

Item Type	Conference or Workshop Item (Paper)
URI	https://reading-clone.eprints-hosting.org/id/eprint/31982
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
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