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Triumph after the hype? Success factors for CRM implementation

  • Customer orientation should be the core engine of every organisation while IT can be considered as the enabler to generate competitive advantages along customer processes in marketing, sales and service. Research shows that customer relationship management (CRM) enables organisations to perform better and experience indicates that organisations that focus on customer orientation are more successful. With marketplace organisations such as Amazon, Alibaba or Conrad shaping the future of customer centricity and information technology, German B2B organisations need to shift their value contribution from product-centric to customer-centric. While these organisations are currently attempting to implement CRM software and putting their customers more into focus, the question remains how organisations are approaching the implementation of CRM and whether these attempts are paying off in terms of business performance.

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Author of HS ReutlingenSchmäh, Marco; Kern, Manuel
Erschienen in:Marketing Review St. Gallen
Publisher:Thexis Verlag
Place of publication:St. Gallen
Document Type:Journal article
Publication year:2020
Page Number:8
First Page:38
Last Page:45
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open access?:Nein