Note on Customer Relationship Management

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Note

Reference no. 9B02A001

Subject category: Marketing

Authors: Michael R Pearce (Ivey Business School, Western University); Yvette Mahieu (Ivey Business School, Western University)

Published by: Ivey Publishing

Originally published in: 2002

Version: 2002-02-20

Length: 25 pages

Data source: Published sources

Topics: Relationship management; Internet software; Corporate strategy; Information technology (IT)

Share a link: https://casecent.re/p/14576

| No reviews for this item

This product has not been used yet

View our pricing guide or login to see prices.

Abstract

The concept of customer relationship management (CRM) and why it is important is examined in this note. It also examines the implementation process: corporate culture and strategy, software providers, technology and ways to measure the success of a CRM program. Many traditional bricks-and-mortar businesses are creating electronic commerce operations, therefore traditional CRM has expanded to include doing business on the Internet and this note looks at electronic customer relationship management (eCRM) as well. Also included are some examples of companies that have successfully implemented a CRM program, a list of CRM software vendors and examples of CRM software solutions.

Location:

North America