Customer Relationship Management (CRM) Metrics: What's the Holdup?

Customer Relationship Management (CRM) Metrics: What's the Holdup?

Timothy Shea (University of Massachusetts Dartmouth, USA), Ahern Brown (HDR Inc., USA), D. Steven White (University of Massachusetts Dartmouth, USA), Catharine Curran-Kelly (University of Massachusetts Dartmouth, USA) and Michael Griffin (University of Massachusetts Dartmouth, USA)
Copyright: © 2009 |Pages: 7
DOI: 10.4018/978-1-60566-090-5.ch020
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Adopting a focus on CRM has been an industry standard for nearly two decades. While evidence suggests that a majority of the attempts to implement CRM systems fail, no single reason for the failures has been identified. Assuming that CRM implementation is an extension of a customeroriented business strategy and assuming successful integration with Enterprise Information Systems such as Enterprise Resource Planning (ERP) systems, the authors contend that the lack of valid and reliable CRM metrics leads to the perception of failed CRM implementation. Only through the development, application, and use of CRM metrics can organizations hope to achieve their CRM goals.
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Potential Benefits Of Crm

There are many potential benefits of integrating ERP and CRM systems (Huang et al., 2003). Some of the possible outcomes of successful CRM implementation include increased competitiveness through higher revenues and lower operating costs; increased customer satisfaction and retention rates; increased customer value; potential to assess customer loyalty, profitability, and ability to measure repeat purchase; dollars spent;and customer longevity (Chen & Popovich, 2003; Ling & Yen, 2001).

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