CRM Adoption Framework and Its Success Measurement
نویسنده
چکیده
Customer Relationship Management (CRM) has been becoming first issue in marketing strategy. By implementing CRM, company could generate better profit, because CRM could increase customer retention, customer satisfaction and customer loyalty. However, implementing CRM is not an easy task. Adopting CRM into any organization is a challenge. The existing CRM adoption framework is still no longer to cover all aspects in it. This paper comes up with a more complete version of CRM adoption framework; suggesting two additional key success factors to be added into the framework to better enhance the successful CRM implementation and minimize the failure rate. Keywords– Customer Relationship Management, CRM adoption framework, CRM implementation
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