Progress in customer relationship management adoption: A cross-sector study

Research output: Contribution to journalArticle

15 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)323-344
Number of pages22
JournalJournal of Strategic Marketing
Volume20
Issue number4
Early online date14 May 2012
DOIs
Publication statusPublished - Jul 2012
Externally publishedYes

Keywords

  • customer relationship management (CRM)
  • financial services
  • professional services
  • services marketing

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

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