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

Author

Listed:
  • Timothy Shea

    (University of Massachusetts Dartmouth, USA)

  • Ahern Brown

    (HDR Inc., USA)

  • D. Steven White

    (University of Massachusetts Dartmouth, USA)

  • Catherine Curran-Kelly

    (University of Massachusetts Dartmouth, USA)

  • Michael Griffin

    (University of Massachusetts Dartmouth, USA)

Abstract

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 customer-oriented 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.

Suggested Citation

  • Timothy Shea & Ahern Brown & D. Steven White & Catherine Curran-Kelly & Michael Griffin, 2006. "Customer Relationship Management (CRM) Metrics: What's the Holdup?," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 2(3), pages 1-9, July.
    • Handle: RePEc:igg:jeis00:v:2:y:2006:i:3:p:1-9
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    Cited by:

    1. Yin Xu & Sam Dzever & Guoqin Zhao, 2023. "Measuring the Effects of Pressure on Consumer Impulse Buying Intention in Online Group Buying," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 19(1), pages 1-23, January.

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