CRM Implementation: Effectiveness Issues and Insights

Timothy Bohling, Douglas Bowman, Steve LaValle, Vikas Mittal, Das Naryandas, Girish Ramani, & Rajan Varadarajan. 2006. "CRM Implementation: Effectiveness Issues and Insights" Journal of Service Research, 9(2), November, 184-194.

11 Pages Posted: 2 Nov 2013

See all articles by Timothy Bohling

Timothy Bohling

IBM Corporation

Douglas Bowman

Emory University

Steve LaValle

IBM Corporation

Vikas Mittal

Rice University

Narakesari Das Narayandas

Harvard Business School - Marketing Unit

Girish Ramani

Drexel University

Rajan Varadarajan

Texas A&M University - Department of Marketing

Date Written: November 1, 2006

Abstract

Conceptually, customer relationship management (CRM) has been widely embraced by businesses. In practice, however, examples of success contrast with anecdotes where the diffusion of CRM into organizations continues to be a slow process and/or where CRM implementation outcomes have fallen short of expectations. Successful implementation depends on a number of factors such as fit between a firm's CRM strategy and programs and its broader marketing strategy, and intraorganizational and interorganizational cooperation and coordination among entities involved in implementation. Building on the results of a survey of the CRM-implementation-related experiences of 101 U.S.-based firms, in this article the authors identify factors associated with successful CRM implementation and advance directions for future research.

Keywords: customer relationship management; CRM; CRM strategy; CRM implementation

Suggested Citation

Bohling, Timothy and Bowman, Douglas and LaValle, Steve and Mittal, Vikas and Narayandas, Narakesari Das and Ramani, Girish and Varadarajan, Rajan, CRM Implementation: Effectiveness Issues and Insights (November 1, 2006). Timothy Bohling, Douglas Bowman, Steve LaValle, Vikas Mittal, Das Naryandas, Girish Ramani, & Rajan Varadarajan. 2006. "CRM Implementation: Effectiveness Issues and Insights" Journal of Service Research, 9(2), November, 184-194.. Available at SSRN: https://ssrn.com/abstract=2343756

Timothy Bohling

IBM Corporation

United States

Douglas Bowman

Emory University ( email )

201 Dowman Drive
Atlanta, GA 30322
United States

Steve LaValle

IBM Corporation

United States

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

Narakesari Das Narayandas

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States

Girish Ramani

Drexel University ( email )

3141 Chestnut St
Philadelphia, PA 19104
United States

Rajan Varadarajan

Texas A&M University - Department of Marketing ( email )

430 Wehner
College Station, TX 77843-4218
United States

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