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Measuring the Returns of Information Driven Customer Relationship Management Tools
Abstract
Today, Customer Relationship Management (CRM) implementations are large and expensive. Yet, in spite of best efforts, most CRM implementations are either disappointments or outright failures. The authors contend that the proper use of CRM metrics can positively influence CRM implementations. The paper presents current best practices of CRM metrics in large companies with full CRM implementations in the hopes of jumpstarting the use and research of CRM metrics in other companies. The proper use of CRM metrics can (1) measure and track the impact of their CRM system and (2) increase the likelihood of successful CRM implementations.
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