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A Successful CRM Implementation Project in a Service Company: Case Study

Author

Listed:
  • Piskar Franka

    (Sanolabor, d. d., Leskoškova 4, 1000 Ljubljana, Slovenia)

  • Faganel Armand

    (Faculty of Management, University of Primorska, Cankarjeva 5, 6104 Koper, Slovenia)

Abstract

Customer relationship management - CRM implementations increased rapidly in Slovenia in the last few years, following the trends elsewhere. Studies reporting how the implementation project goes on before, between and after the implementation are scarce. We offer a thorough case study analysis of the CRM implementation with a positive outcome in a Slovene service company. Case study demonstrates that CRM implementation is a holistic and complex concept, which means that it is not merely an integration of new information technology, but everything that happens around the business processes changes. We recommend that the company has already established a process approach and the orientation toward customers. Study showed the need for efficient leadership, acquirement of resources and CRM strategy implementation control; trust to the software solution shouldn't be self-understood. Through implemented analytical CRM company can improve the relationship with customers, achieve larger information sharing between employees and accept better strategic decisions.

Suggested Citation

  • Piskar Franka & Faganel Armand, 2009. "A Successful CRM Implementation Project in a Service Company: Case Study," Organizacija, Sciendo, vol. 42(5), pages 199-208, September.
    • Handle: RePEc:vrs:organi:v:42:y:2009:i:5:p:199-208:n:5
    DOI: 10.2478/v10051-009-0017-y
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    References listed on IDEAS

    as
    1. M.P. Gupta & Sonal Shukla, 2002. "Learnings from Customer Relationship Management (CRM) Implementation in a Bank," Global Business Review, International Management Institute, vol. 3(1), pages 99-122, February.
    2. ChiaCheng Chao & WenYuan Jen & YanPing Chi & Binshan Lin, 2007. "Determining technology trends and forecasts of CRM through a historical review and bibliometric analysis of data from 1991 to 2005," International Journal of Management and Enterprise Development, Inderscience Enterprises Ltd, vol. 4(4), pages 415-427.
    3. Mike Bolton, 2004. "Customer centric business processing," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 53(1), pages 44-51, January.
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    Citations

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    Cited by:

    1. Abdul Alem Mohammed & Basri bin Rashid, 2012. "Customer Relationship Management (CRM) in Hotel Industry: A framework Proposal on the Relationship among CRM Dimensions, Marketing Capabilities and Hotel Performance," International Review of Management and Marketing, Econjournals, vol. 2(4), pages 220-230.

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