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Les progiciels CRM : entre connaissance client et contrôle – Des changements de pratiques variés et inattendus

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  • Bénédicte Grall

Abstract

Practice changes attendant on CRM software packages implementations are studied, thanks to a ten year in-depth longitudinal case study. We show first, that the changes in control practices outweigh, in our case, those in customer knowledge practices, even if the changes vary depending on periods and teams. In addition, the changes in control practices are more varied and include topics and people that had not been expected. We show that CRM software packages transform control practices in depth even though the way they are used can make their utility rather modest in terms of customer knowledge. Change is thus not necessarily where it was expected.

Suggested Citation

  • Bénédicte Grall, 2016. "Les progiciels CRM : entre connaissance client et contrôle – Des changements de pratiques variés et inattendus," ACCRA, Association francophone de comptabilité, vol. 22(3), pages 81-109.
    • Handle: RePEc:cai:accafc:cca_223_0081
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