Article English OPEN
SHAW, Robert ; ATKINS, Anthony (2005)
  • Subject: G400

Customer Relationship Management (CRM) is a popular catchphrase and is perceived by many companies to be an important factor in achieving competitive advantage. CRM is considered to be one of the four key areas of emerging digital firms, seamlessly linking manufacturing plants, offices and marketing in a global economy. CRM has unfortunately been characterized with over 60% failure during 2001. The paper describes the successful implementation of a pilot CRM project for a large independent travel agent operating in the UK with a turnover of £500 million and a work force of over 2,000. The paper describes the CRM trial, supported by a Virtual Private Network (VPN) which showed an increase in sales of £150,000 which, if implemented across the business, would have increased sales by £1.2 million. The paper provides an example of a successful implementation in an area which is categorized with a high failure rate of CRM implementations.
  • References (2)

    Barnes, J. G., “Secrets of Customer Relationship Management” McGraw-Hill, 2001 Dyche, J. “The CRM handbook”, Addison-Wesley, 2nd printing, March 2002 Findlay, C., 2000. CRM: What's it all about? Latitude Solutions Limited. From Laudon, K. C, Laudon, J. P., Management Information Systems, Pearson Prentice Hall, 2004 Marsh, A., Atkins A. S., 'Customer Relationship Management in an Electronic Economy' International Conference on E- business and Telecommunication Networks (ICETE) Vol 1, pp 103-110, August 2004 ISBN 972-8865-15-5 O'Brien, J., Management Information Systems, 6th Edition, & Hill, 2004 Payne, A., 2000. Customer Relationship Management. Key note address to the inaugural Meetign of the Customer Management Foundation, London. From Seybold, P. B., Marshak, R., “ How to create a profitable business strategy for the internet and beyond”. New York : Times Books, 1998.

    Turban, E., McLean, E., Wetherbe, J., “Information Technology for Management”, 3rd Edition, While International, 2001

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