Customer Relationship Management (CRM) Metrics - What's the Holdup?

View Sample PDF

Author(s): Timothy Shea (University of Massachusetts Dartmouth, USA), Ahern Brown (HDR Inc., USA), D. Steven White (University of Massachusetts Dartmouth, USA), Catherine Curran-Kelly (University of Massachusetts Dartmouth, USA)and Michael Griffin (University of Massachusetts Dartmouth, USA)
Copyright: 2008
Pages: 7
Source title: Electronic Commerce: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Annie Becker (Florida Institute of Technology, USA)
DOI: 10.4018/978-1-59904-943-4.ch132

Keywords: Business & Management / Business Science Reference / E-Commerce

Purchase

View Customer Relationship Management (CRM) Metrics - What's the Holdup? on the publisher's website for pricing and purchasing information.

Abstract

Adopting a focus on CRM has been an industry standard for nearly two decades. While evidence suggests that a majority of the attempts to implement CRM systems fail, no single reason for the failures has been identified. Assuming that CRM implementation is an extension of a customer-oriented business strategy and assuming successful integration with Enterprise Information Systems such as Enterprise Resource Planning (ERP) systems, the authors contend that the lack of valid and reliable CRM metrics leads to the perception of failed CRM implementation. Only through the development, application, and use of CRM metrics can organizations hope to achieve their CRM goals.

The IRMA Community

Research IRM

Customer Relationship Management (CRM) Metrics - What's the Holdup?

Purchase

Abstract

Related Content

IRMA Sponsors