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Is CRM Really Doomed to Fail? An Exploratory Study of the Barriers to CRM Implementation

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The authors conduct an exploratory investigation of the barriers to customer relationship management implementation. The paper identifies lack of senior management commitment to CRM, lack of end-user input at the design stage, inefficiencies in business process re-engineering prior to the start of implementation, and inter-departmental conflicts and poor communication as some of the chief barriers to user satisfaction with CRM. The authors also offer recommendations to overcome these barriers, and thereby improve business performance. The paper uses a multiple methods approach, combining depth interviews, survey research, and content analysis of respondents' comments.
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Keywords: BARRIERS TO CUSTOMER RELATIONSHIP MANAGEMENT; INTERNATIONAL SURVEY

Document Type: Research Article

Publication date: 2004-03-01

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