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The Implementation Puzzle of CRM Systems in Knowledge Based Organizations

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  • Bendik Bygstad

    (Norwegian School of Information Technology, Norway)

Abstract

Many companies have large expectations to the use of CRM systems, expecting to harvest benefits from dialogue marketing and internal knowledge synergies. How should these systems be implemented? And how easy do the benefits come? The high failure rate of CRM projects illustrates the gap between our intentions and outcomes. Interpreting a longitudinal case study and the research literature, we find two options to improve our practice. From a managerial view we should treat CRM projects as complex challenges, needing tight project control and the application of change management techniques, focusing on the marketing process and data quality. In contrast, we could accept that the mechanisms at work at the micro level are only partly controllable by management techniques, and we would let the infrastructure grow organically.

Suggested Citation

  • Bendik Bygstad, 2003. "The Implementation Puzzle of CRM Systems in Knowledge Based Organizations," Information Resources Management Journal (IRMJ), IGI Global, vol. 16(4), pages 33-45, October.
    • Handle: RePEc:igg:rmj000:v:16:y:2003:i:4:p:33-45
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    Cited by:

    1. Khaled Abdulwahab Alzeaideen & Majed Abdel-Mohdi Masadeh, 2018. "The Effect of Strategic Vision for the University Authorities in Administrating the Internal Client: A Case Study at Zarqa University," Modern Applied Science, Canadian Center of Science and Education, vol. 12(6), pages 1-97, June.
    2. Cooper, Marjorie J. & Gwin, Carol F. & Wakefield, Kirk L., 2008. "Cross-functional interface and disruption in CRM projects: Is marketing from Venus and information systems from Mars?," Journal of Business Research, Elsevier, vol. 61(4), pages 292-299, April.
    3. Haekyung Rhee, 2019. "Comparison of Process Theories to Content Theories in Motivating Workforces," International Journal of Human Resource Studies, Macrothink Institute, vol. 9(4), pages 267-274, December.
    4. Gisela Demo & Kesia Rozzett & Natasha Fogaça & Taila Souza, 2018. "Development And Validation of A Customer Relationship Scale For Airline Companies," Brazilian Business Review, Fucape Business School, vol. 15(2), pages 105-119, March.

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