engleski

IMPORTANT ELEMENTS IN CUSTOMER RELATIONSHIP MANAGAMENT (CRM) IMPLEMENTATION

There are more and more papers on the importance of customer relationship management (CRM), actually there are so many that the entire area of study has reached saturation point. With an increase of interest in the strategy of CRM, the problems concerning its implementation have become more evident. The most frequently mentioned elements concerning the implementation of the CRM strategy are people, process and technology. However, the question which arises from this is whether that is enough. According to one source, the percentage of failed CRM strategy implementations is on average 60%. This paper suggests other important elements for the implementation of CRM strategy. The importances of the other elements are followed by primary and secondary sources. Qualitative research was carried out for collecting primary information, while the secondary sources are taken from books and scientific articles from CRM area of study. For the research in-depth interviews were used and a topic guide was the instrument of the research. The sample consisted of experts from top companies in Croatia, who took part in the implementation of the customer relationship management strategy.

customer relationship management (CRM); customer relationship management implementation; Croatia

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