Customer Relationship Management (CRM)

Paper Summary:

This paper discusses customer relationship management (CRM) across industry in general. The historical development within the call center environment is first examined and then its adoption by other industries in order to capitalize more effectively on customer data is examined. The paper concludes that data and data management is increasingly at the core of CRM functionality.

Table of Contents:
Executive Summary
Overview
High-Level Description
Business Strategies
Users of the Systems
Detailed Description
Applications
Success
Failure
Conclusion

From the Paper:

"The consumers of CRM applications and technology are primarily larger firms with more than 500 employees and typically operating in more than one market. The popularity and ease of installation of many lesser known CRM applications has meant that almost any firm of any size can install and apply CRM to one degree or another with the only primary difference between them and larger companies being the degree of integration achieved across platforms and across the organization."

Sample of Sources Used:

• Ashbaugh, S., & Miranda, R. (2002). Technology for Human Resources Management: Seven Questions and Answers. Public Personnel Management, 31(1), 7.
• Cooper, M. J., Upton, N., & Seaman, S. (2005). Customer relationship management: a comparative analysis of family and nonfamily business practices. Journal of Small Business Management, 43(3), 242+.
• CRM. e-Week.com: Enterprise News & Reviews (online).
• De Koning, A., & Maravanyika, E. (2004). Proceedo: finding the right ceo for future growth. Entrepreneurship: Theory and Practice, 28(3), 249+.
• Downing, J. R. (2004). "It's easier to ask someone i know": call center technicians' adoption of knowledge management tools. The Journal of Business Communication, 41(2), 166+.

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