Presented by

Dr Marion Steel
Lecturer
Economics, Finance and Marketing
RMIT University

Abstract
The purpose of this research is to identify all factors associated with success in customer relationship management (CRM) projects and determine the linkages between factors. It is argued that the success of CRM programs is dependent upon understanding the full range of factors and the relationships between factors. This research uses a comparative analysis of the existing literature to identify relevant factors followed by a multiple case study approach to determine the relationships between factors. Fifteen factors were identified as contributing to the success or otherwise of CRM implementation. Each element could not be considered in isolation and the priority of each element varied across the different stages of the CRM programs from design to implementation and through to maintenance. The findings show that awareness of the factors is not sufficient to contribute to CRM success. The relationships between factors is also an important component of CRM success.

When

29 June 2012
12:00pm - 1:00pm

Where

University Centre, BLD (06_03_23)
Bond University

Contact Information

Catherine Smith
Database and Research Support
Faculty of Business
Telephone: +61 7 5595 55721