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Strategic issues in customer relationship management(CRM) implementation
Christopher Bull
Department of Business Information Technology,
Manchester Metropolitan University Business School,
Manchester,UK
Keywords Customer relations,Customer information,Integration,United Kingdom
Abstract The number of customer relationship management (CRM) implementations has grown
dramatically in recent years.However,few academic studies of the issues associated with the
implementation of the concept are available.This paper offers a modest contribution through the
analysis of a case study of a CRM implementation at a UK-based manufacturing company.The
case study illustrates that CRM is a complex and holistic concept,organised around business
processes and the integration of information technologies.The study also highlights that
implementing CRM requires effective leadership,sourcing,targeting and evaluation strategies.