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Erfolgreiche Implementierung von CRM-Strategien

  • While the topic of Customer Relationship Management (CRM) has generated an increasing amount of research attention in recent years, still lacking is a comprehensive overview that helps to explain how companies can implement CRM successfully. To address these issues, this article identifies and discusses factors that are associated with a greater degree of CRM success. More specifically, we identify and discuss determinants on strategy, human resources, information management, structure and processes as well as specific factors within the implementation phase which help to improve CRM success. First, our results indicate that the implementation of CRM processes is associated with better company performance, especially at the relationship initiation and maintenance stage. Second, the findings emphasis a predominant influence of firm-based factors vis-à-vis structural industry, and customer-based factors. Furthermore, cross-functional CRM teams and a top management feeling responsible for CRM projects help to improve CRM success. In addition, internal processes which are related to customer contact points have to be redesigned to enhance the interaction between employees and customers. The current article sheds more light on what really drives CRM success.

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Author of HS ReutlingenGötz, Oliver
Erschienen in:Handbuch Kundenbindungsmanagement : Strategien und Instrumente für ein erfolgreiches CRM
Place of publication:Wiesbaden
Editor:Manfred Bruhn
Document Type:Book chapter
Publication year:2017
Page Number:28
First Page:499
Last Page:526
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:650 Management
Open access?:Nein