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Implementing the CRM Strategy

In: Customer Relationship Management

Author

Listed:
  • V. Kumar

    (Georgia State University)

  • Werner Reinartz

    (University of Cologne)

Abstract

Implementing the CRM Strategy involves putting together a sequential order of operations that comprises of the following components: (1) the various elements of a CRM System such as the company to customer touch points that cover sales, marketing, and service functions, (2) ascertaining the ROI of the planned CRM initiative by considering the costs and implementation timeframe, and (3) the project and data requirements for the deployment of the CRM project. To explain the process of CRM implementation, this chapter reviews a case study involving British financial service company Capital One. This case highlights the factors that impact the implementation of CRM in an organization.

Suggested Citation

  • V. Kumar & Werner Reinartz, 2018. "Implementing the CRM Strategy," Springer Texts in Business and Economics, in: Customer Relationship Management, edition 3, chapter 4, pages 49-76, Springer.
  • Handle: RePEc:spr:sptchp:978-3-662-55381-7_4
    DOI: 10.1007/978-3-662-55381-7_4
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