The Evaluation Process of CRM Systems: A Review of the Literature (Conference presentation)

Papoutsakis, E./ Stefanou, C.J./ Παπουτσάκης, Ε./ Στεφάνου, Χ.

Integrated CRM systems are implemented by enterprises worldwide as a means to enhance performance and remain competitive. However, it seems that CRM software, regarded as the primary manifestation of the customer-centric strategy of most organizations does not deliver up to expectations, as a high rate of failure has been reported in the literature. Therefore, the evaluation of CRM systems is of paramount importance but at the same time it is a complex and difficult task. This paper reports a review of the literature on CRM evaluation. The findings suggest that a variety of models, approaches and techniques have been proposed but there is a lack of agreement concerning the relative value of important factors that should be considered in the evaluation process of CRM systems. Future research should empirically examine successful implementations of CRM evaluation projects in order to provide insights and guidelines useful to both researchers and organizations.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: CRM systems;CRM evaluation;customer relationship management;CRM συστήματα;CRM αξιολόγηση;Διαχείριση πελατειακών σχέσεων
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
Publisher: Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Bucks New University
Appears in Collections:ICCMI (2012)

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