Artikel
Triumph after the hype? Success factors for CRM implementation
Customer orientation should be the core engine of every organisation while IT can be considered as the enabler to generate competitive advantages along customer processes in marketing, sales and service. Research shows that customer relationship management (CRM) enables organisations to perform better and experience indicates that organisations that focus on customer orientation are more successful. With marketplace organisations such as Amazon, Alibaba or Conrad shaping the future of customer centricity and information technology, German B2B organisations need to shift their value contribution from product-centric to customer-centric. While these organisations are currently attempting to implement CRM software and putting their customers more into focus, the question remains how organisations are approaching the implementation of CRM and whether these attempts are paying off in terms of business performance.
- Language
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Englisch
- Bibliographic citation
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Journal: Marketing Review St.Gallen ; ISSN: 1865-7516 ; Volume: 37 ; Year: 2020 ; Issue: 6 ; Pages: 38-45
- Classification
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Management
- Event
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Geistige Schöpfung
- (who)
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Kern, Manuel
Schmäh, Marco
- Event
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Veröffentlichung
- (who)
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Thexis Verlag
- (where)
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St.Gallen
- (when)
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2020
- Handle
- Last update
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10.03.2025, 11:43 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Kern, Manuel
- Schmäh, Marco
- Thexis Verlag
Time of origin
- 2020
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Believe the Hype? Herausforderungen und Herangehensweisen an das «Metaverse»
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