Articles / Recommended Reading / Relationship

Progress in customer relationship management adoption

Progress in customer relationship management adoption: a cross-sector study
Maureen Meadows and Sally Dibb

Journal of Strategic Marketing (2012) 20(4) pp. 323–344
Published by The Open University

Although customer relationship management (CRM) is widely used by organizations to capture and manage customer data, the process of implementation can be problematic. This article takes a multi-sector view of CRM implementation in three areas of the UK services sector: banking and finance; professional services; and the government/public sector. The study captures variations in CRM practice and implementation across these sectors, applying an existing framework of CRM implementation to tease out progress in relation to people (the company’s staff), the company itself, the customers, and the technology. The implications for organizations that have reached different implementation stages in their CRM journey are considered.

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