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Internal Barriers to Customer Relationship Management Implementation

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  • Shah, Sonia

Abstract

The masters’ thesis analyzed the internal barriers in the success of Customer Relationship Management (CRM) in an organization. CRM is not a new thought in business environment and this strategy of managing and retaining existing customers is in use well before the advents of IT. However the need for CRM enhanced due to intense competitive business around the globe and organizations have realized that tremendous cost saving can result from such strategy. Although all things are not rosy and CRM implementation takes a lot of tears and blood as success rate for CRM is not appropriate. Behind the low success rate there are few internal barriers that restricts organizations getting best out of it. These internal barriers include, lack of CRM vision, cultural resistance, lack of ROI calculations and lack of professionalism for CRM. I infer that CRM impacted businesses positively and it has a key to success but a managed approach to CRM implementation, highly committed top management, proper mix of organizational and functional breadth and a vision to evaluate ROI from CRM may be some ways to get best out of it and lacking in all these areas will be a drastic failure.

Suggested Citation

  • Shah, Sonia, 2021. "Internal Barriers to Customer Relationship Management Implementation," MPRA Paper 116485, University Library of Munich, Germany, revised 17 Oct 2022.
    • Handle: RePEc:pra:mprapa:116485
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    File URL: https://mpra.ub.uni-muenchen.de/116485/1/MPRA_paper_116485.pdf
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    References listed on IDEAS

    as
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    4. Rizvi, Aoun & Ali, Syed Babar, 2011. "Risk Taking Behavior of Investors of Pakistan," MPRA Paper 64342, University Library of Munich, Germany.
    5. Ahmad, Baseer & Ali, Syed Babar, 2012. "Do Individual Investors in Pakistan Prefer Dividends?," MPRA Paper 64205, University Library of Munich, Germany.
    6. Ali, Syed Babar, 2012. "Corporate Governance and Accounting Practices in Pakistan," MPRA Paper 64713, University Library of Munich, Germany.
    7. Ali Zaidi, Syed Najaf & Ali, Syed Babar, 2006. "Risk and Scope of Debit Check Card in Competitive Market of Pakistan," MPRA Paper 64456, University Library of Munich, Germany.
    8. Syed Babar Ali & Manzoor A.Khalidi, 2020. "Valuation of Equity Securities, Private Firms, and Startups," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 16(1), pages 16-19.
    9. Ali, Madiha & Ali, Syed Babar, 2014. "The Impact of Working Capital Management on Firm Profitability and Fixed Investment in Pakistan," MPRA Paper 64520, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    CRM;

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

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